2018 Winners & Shortlists

The Campaign

Using a cultural symbol that is being misinterpreted by the world today, we used the Hijab (veil) to tell the stories of many extraordinary Arab women and their achievements - through bold, black calligraphic expressions in Arabic, that were embroidered on to Hijabs. The calligraphy was delicately embroidered onto timeless black veils. Each portrait celebrated female ambitions and was used to transform a simple hijab into a robe of potential and pride. This not only made the Hijabs have a voice but also encouraged many to wear their beliefs and culture.

Creative Execution

On the occasion of Emirati Women's Day, the beautifully embroidered veils with quotes of successful Arab women were sent out in custom-made boxes to select customers and fashion influencers. It was implemented between August and September 2017 for an entire month, after which it was sold at the Ush Boutique in Jumeirah. MAK received over 300 orders within the first week of the launch, while other customers requested for personalized designs with their own quotes.

Results

Thanks to the hype raised by sending direct pieces to influencers before the launch, MAK received over 300 orders within the first week of the launch. Although sold at a premium price point, MAK still continues to receive orders for the special collection. Within the first month of the launch, veils were sold based on existing designs, while other customers requested for personalized designs with their own quotes. MAK Dubai was able to further build its brand presence in the market, while increasing sales amongst veiled Arab women across the region by 7%. Women saw the link between the product and the message behind it, which led to it spreading on social media as a symbol of “Arab women’s power”.

In order to launch MAK's new Veils of Pride collection, a limited number of embroidered veils were sent directly to select clients and fashion influencers. This pre-launch tactic was used to create awareness and hype around the collection before it was made available for purchase to the public.

MAK Dubai is an organization founded by an Emirati woman that creates fashion for the Arab world. Inspiring young women to feel proud about wearing the Hijab was a natural fit. From being on display at the MAK outlets, to making it's presence felt at women-only universities, to being sold at fashion shows; these pieces of garments have inspired and become the voice of many Arab women. In a market where special editions and bespoke items are especially sought after, we introduced the product with a pre-launch phase by sending the veils to select influential customers as gifts. As they started talking about it, pre-orders began to flow in on MAK Dubai’s social media pages, well before the retail launch date. The second phase included retail sales at Ush Boutique, where the first batch of stock sold out.