{"id":100966,"date":"2026-10-02T08:34:00","date_gmt":"2026-10-02T08:34:00","guid":{"rendered":"https:\/\/gulftimes.ae\/?p=100966"},"modified":"2026-10-02T08:34:00","modified_gmt":"2026-10-02T08:34:00","slug":"arab-news-saudi-creatives-front-gap-middle-east-campaign","status":"publish","type":"post","link":"https:\/\/gulftimes.ae\/?p=100966","title":{"rendered":"Arab News | Saudi creatives front Gap Middle East campaign"},"content":{"rendered":"


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DUBAI: Gap Middle East has unveiled a campaign spotlighting six Saudi talents working across art, film, skateboarding, music and fashion.<\/p>\n

\u00a0The lineup features multidisciplinary artist Nouf Al-Himiary, skateboarder and Sandlifers co-founder Rakan Ghaith, filmmaker Razan Al-Soghayer, Jeddah-based producer and singer duo Sweam & O.DEE, and model Zahra Hussain.<\/p>\n

Nouf Al-Himiary is a multidisciplinary artist. (Supplied)<\/figcaption><\/figure>\n

The project comprises portraits and films capturing each talent in their everyday environments. It follows the brand\u2019s Fall 2026 global \u201cDenim on Your Own\u201d campaign.\u00a0<\/p>\n

For Al-Soghayer, the campaign was personal. \u201cWhen I was a kid at school, wearing a Gap jacket was basically the guaranteed \u2018cool kid\u2019 piece,\u201d she told Arab News. \u201cSo being part of the campaign now definitely means a lot to the younger version of me.\u201d<\/p>\n

\"Zahra
Zahra Hussain is a model. (Supplied)<\/figcaption><\/figure>\n

The filmmaker said her work was rooted in nostalgia. \u201cI\u2019m a bit of a hoarder when it comes to memories \u2026 a lot of my creative world comes from that feeling of nostalgia and from finding something honest in ordinary, everyday life,\u201d she said.<\/p>\n

\"Sweam
Sweam & O.DEE are a Jeddah-based producer and singer duo. (Supplied) <\/figcaption><\/figure>\n

For the shoot, she brought film cans and her first camera, a Barbie VHS camera she received at age 7.<\/p>\n

Ghaith said the campaign gave a platform to Saudi Arabia\u2019s skate community. \u201cSkateboarding in Saudi has always been more than just a sport; it\u2019s a culture and a form of self-expression,\u201d he said. \u201cPartnering with Gap allows us to show the world the energy of our local community.\u201d<\/p>\n

\"Razan
Razan Al-Soghayer is a filmmaker. (Supplied)<\/figcaption><\/figure>\n

He said he plans to mentor new skaters and build the scene from the ground up. \u201cI want skateboarding to spread across Saudi until it becomes as mainstream and natural as football,\u201d he said.<\/p>\n

Hussain reflected on how the Kingdom\u2019s creative industry had changed since she started modeling. \u201cThe creative scene in Saudi was very small when I started.\u201d<\/p>\n

\"Rakan
Rakan Ghaith is a skateboarder and Sandlifers co-founder. (Supplied) <\/figcaption><\/figure>\n

She added: \u201cIt is becoming a community and a genuine internationally appreciated industry rather than what was once more under the radar. I also see a lot more opportunities within the country arising,\u201d she said.<\/p>\n

She urged young Saudis not to \u201calways look to be accepted in spaces that are deemed to be bigger and better than what Saudi currently has to offer.\u201d<\/p>\n

\u201cBuild with your authenticity of who you are and where you are from and let that shine through.\u201d<\/p>\n<\/div>\n