Categories
Automotive news

Cadillac bolsters connections with artists and designers in the Middle East

Cadillac has teamed up with some of the Middle East’s leading fashionistas and artists as it expands its support for the region’s burgeoning arts and design industry. The launch of this exciting new collaboration reflects the success of its ‘Dare Greatly’ brand ethos and is designed to showcase the bold and edgy design of the premium car brand’s model line-up.

Where last year’s Arabs of New York campaign focused on the entrepreneurial spirit of Arabs living in the US, Cadillac Middle East’s latest initiative has its roots very firmly fixed in the region. Five individuals who represent the brand’s design belief and philosophy will feature in a series of short films that showcase how they use design and style to express themselves. Each film will also show off a different Cadillac model that integrates the brand’s new design DNA.

ADVERTISEMENT

“In 2015 Cadillac initiated a program to revitalize the brand, we didn’t want to just adopt this direction, but adapt it to be more locally relevant and celebrate what the Middle East has to offer in both art and design. When we co-create content we choose people and activations that resemble our thinking and direction like Sole DXB or any of the talent appearing in any of the content we produce.”  commented Nadim Ghrayeb, Cadillac Middle East’s Head of Marketing

A celebrated collector of sneakers and self-confessed fashion lover, Kuwait-based Tareq Q, better known as KicksTQ, is joined by two UAE-based personalities: fashion influencer Dana Hourani and singer and song writer Basil Al Hadi, who fronts the Arabic Reggae band, Karrouhat. The group is completed by two Beirut residents: fashion designer Lara Khoury and lead singer of the rock band “The Wanton Bishops”, Nader Mansour.

The new campaign is the latest in as series of strategic partnerships that stem from the brand’s passion for design. Complementing the original Arabs of New York campaign, Cadillac Middle East earlier this year teamed up with renowned New York-based photographer and filmmaker Khalik to co-create and present a unique exhibition at the Gulf Photo Plus (GPP) Photo Week, for which it was also Presenting Sponsor.

ADVERTISEMENT

Categories
Automotive news

Cadillac celebrates women’s street style in Saudi Arabia

Cadillac-women-street-Saudi-Arabia-Arab-Motor-World

In parallel with significant reforms in Saudi Arabia, Cadillac Middle East is once more highlighting its global commitment to the arts, and its Dare Greatly initiative. With the aim of empowering women and highlighting their contribution to the art and fashion industries in the Kingdom, Cadillac is partnering with acclaimed female Saudi entrepreneur, Marriam Mossalli, to celebrate Saudi women’s newfound era of fashion independence through a creative, nationwide initiative called Under The Abaya.

In collaboration with Mossalli, Cadillac is setting up a platform to share snippets of women’s lives in Saudi Arabia. Through a series of photographs included in a book titled Under the Abaya: Street Style from Saudi Arabia, Mossalli champions the abaya. Labelling it as a traditional article of clothing, Mossalli likens it to a Japanese kimono or a Moroccan kaftan, presenting images of Saudi fashion, submitted and modelled by women all over the country, in a quest to present the abaya in a previously unseen light: a powerful garment worn by strong women.

ADVERTISEMENT

Commenting on the partnership, Nadim Ghrayeb, Head of Marketing, Cadillac Middle East, said, “We believe in the talents of individuals, regardless of their gender. By partnering with Marriam Mossalli to create Under the Abaya, we are looking to demonstrate the designs and innovations of women who are active contributors and pioneers in the Kingdom.”

“Under the Abaya presents progressive Saudi women, embedded in heritage and confident in their own sense of cultural identity. This fits with Cadillac’s dedication to exposing a rich world of culture,” added Ghrayeb.

Following changes under Saudi Vision 2030, the Under the Abaya initiative comes in time to present a coffee table book that celebrates and empowers Saudi females. Every Saudi female across the globe is invited to submit her jet-setting street style photos and pre-order the book through www.undertheabaya.com; the book intends to expose unique versatility and ambition through a series of photographs – submitted by the women themselves. Positively received by Saudi women prior to its market launch, the book has been presented and discussed at a number of events and occasions held across the Kingdom including the fifth edition of 21,39, a contemporary art exhibition organized annually by the Saudi Art Council across the city Jeddah.

Explaining the concept of her initiative, Marriam Mossalli said: “We are witnessing a generation of women willing to stand out and Under the Abaya celebrates Saudi women who are prepared to do just that. With Cadillac’s support, I have the good fortune to curate a book that showcases modern yet very traditional women who are proud of their heritage.”

“The book is set to launch in the coming few months and will be available on sale at selected outlets across the kingdom. I’m also proud to say that all proceeds from the sale of the book will be dedicated to a scholarship program to encourage women looking to pursue a degree in art, design and fashion sectors”.

Throughout its history, Cadillac has worked to share the stories of innovators, trailblazers and pioneers driving the world forward. In line with its Dare Greatly initiative, Cadillac has campaigned to share daring points of view on the latest culture, design and more.

ADVERTISEMENT