Nora Attal, Imaan Hammam star in new Jacquemus campaign

Moroccan-Egyptian-Dutch catwalker Imaan Hammam (right) stars in the Jacquemus SS21 campaign. Instagram
Moroccan-Egyptian-Dutch catwalker Imaan Hammam (right) stars in the Jacquemus SS21 campaign. Instagram
Short Url
Updated 11 January 2021

Nora Attal, Imaan Hammam star in new Jacquemus campaign

Moroccan-Egyptian-Dutch catwalker Imaan Hammam (right) stars in the Jacquemus SS21 campaign. Instagram

DUBAI: French designer Simon Porte Jacquemus has unveiled his eponymous brand’s Spring 2021 campaign — and it stars part-Moroccan models Nora Attal, Imaan Hammam and Malika El-Maslouhi.

Jacquemus, who launched his label in 2009 at the age of 19, presented his brand’s combined Spring 2021 Menswear and Womenswear collection — titled ‘L’Amour’ — via a physical show in a rolling wheat field, about an hour outside of Paris, last July during Men’s Fashion Week. 

The newly released campaign images and accompanying video were shot by fashion photographer and filmmaker Oliver Hadlee Pearch in the same fields of wheat where the show was set. 

For her part, British-Moroccan Attal – who is a runway fixture for Jacquemus – stunned wearing a cream-colored skirt and cropped blouse paired with the brand’s signature chiquito bag.

Meanwhile, Dutch-Egyptian-Moroccan Hammam was a vision in a flared, wheat-colored pinstripe jumpsuit with thin shoulder and chest straps. 

 
 
 
 

 
 
 
 
 
 
 
 
 
 
 

A post shared by JACQUEMUS (@jacquemus)

22-year-old El-Maslouhi, who was born in Milan to an Italian mother and a Moroccan father, turned heads in a pair of coral, high-waisted trousers and a white, midriff-baring top.

The part-Arab models were joined in the campaign by other catwalk stars, such as Mica Arganaraz, Anna Ewers, Grace Elizabeth, Mona Tougaard and Jill Kortleve among others.

The designer also tapped Moroccan-Belgian rapper, singer and beatmaker Hamza to create the soundtrack for the campaign video.

 
 
 
 

 
 
 
 
 
 
 
 
 
 
 

A post shared by JACQUEMUS (@jacquemus)

The new collection, which featured both womenswear and menswear, served as an homage of sorts to the designer’s team.

“What’s so beautiful about L’Amour is how it can endure — sometimes even grow stronger — in the absence of people being together,” wrote the designer on Instagram of the offering at the time.

“Not long after my team was separated from each other, we were all in our homes feeling the desire to work, and a new vision of the collection emerged. We became a human chain, every step of the creative process executed with love,” he added.

The designer, who spent most of his time self-isolating with his grandmother in Provence during the pandemic, was inspired by the local values of the region. Miro’s poems, Provencal ceramic works, cherry trees and hand-knitted tablecloths were among the inspiration for the new collection.


Model Imaan Hammam takes a break from social media

Imaan Hammam is currently one of the most in-demand models on the scene. File/AFP
Imaan Hammam is currently one of the most in-demand models on the scene. File/AFP
Updated 23 January 2021

Model Imaan Hammam takes a break from social media

Imaan Hammam is currently one of the most in-demand models on the scene. File/AFP

DUBAI: Model Imaan Hammam is taking a social media break “to reset and reflect,” she revealed this week. 

The Dutch catwalk star, who was born to an Egyptian father and a Moroccan mother, took to her Instagram platform to raise awareness about mental health in light of “Blue Monday,” the third Monday in January, which is dubbed to be the most gloomy day of the year.

Urging her one million followers to prioritize their mental well-being, Hammam posted a photo of herself wearing a yellow t-shirt bearing a number for the mental health crisis hotline. 

She wrote: “(Wednesday) was a really exciting step forward for the US. But as we celebrate, I also want to remember that the day-to-day struggles people are facing — especially with mental health — don’t just disappear with a new administration. This past Monday (#BlueMonday) was the supposed scientifically proven most depressing day of the year.”

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by Imaan Hammam (@imaanhammam)

She went on to encourage her followers to check out music collective Enjoy Being in Transition’s new trilogy of mixes curated by one of fashion’s favorite sound designers, Michel Gaubert, in order to bring peace and harmony and “to be a source of relief and inspiration for a society feeling the fatigue and the effects of depression from this past year.” She even plugged the link to the Blue Room playlist in her Instagram bio.

The 24-year-old also announced that she has started releasing monthly Spotify playlists in an effort to help uplift her fans’ spirits. 

“Speaking of mental health,” she concluded, “I am going to take a little break from social for a bit, just to reset and reflect. Sending you guys love and I’ll be back soon.”

Hammam isn’t the only supermodel to take a break from social media to prioritize their mental health in recent weeks. 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by Bella (@bellahadid)

Part-Palestinian catwalker Bella Hadid briefly abandoned the photo-sharing social media platform at the beginning of this month. 

A few weeks after departing, Hadid explained to her 38 million followers why she felt she needed to quit. 

“I took some time away to reflect and learn about myself in a way that would be too much to explain at the moment, but with time I will express,” the model wrote. “The memories and fortune I came back with are pure wisdom, a closer relationship with myself and my spirituality, a sense of self-love that I have always lacked, a few great friends, and these books that saw me through.”