May 2019

Emirati singer Balqees Fathi fronts Piaget’s new campaign


Emirati singer Balqees Fathi fronts new collection for Piaget

Beloved Emirati singer Balqees Fathi has made history by fronting a campaign with Swiss luxury watchmaker, Piaget in its first-ever collaboration with a Middle Eastern talent.

Fronting its ‘Sunny Side of You’ collection for Ramadan, Piaget’s campaign features Balqees in three stories that each embody the brand’s key principles: Self-Surpassing, Shared Joy, and Allure & Freedom.

Emirati singer Balqees Fathi fronts Piaget’s new campaign

Chosen for her elegance, confidence and independence, the beautiful 30-year-old singer also symbolises the collection’s over-arching motif of ‘Let the sunny side of life, be the sunny side of you’, which she brings to life in the three films that centre around friendship, the importance of love, and the power of faith in accomplishing one’s dreams – the perfect triumvirate message during the Holy Month.

With over 8.7 million followers on Instagram, the Arab singer is well-known for her collaborations, but joining forces with such an iconic brand as Piaget, as the first Middle Eastern celebrity to do so, will ensure eyes all over the world are drawn one more to this region to witness the success and talents of women in the Middle East.

  • Words: Emily Baxter-Priest
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