Fashion told through Saudi faces
Fashion houses and designers who cast their models on ModelGo for seasonal lookbooks, runway shows and jewellery campaigns.
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How Najd Abayas booked 14 models and an all-women crew for its Eid lookbook in 4 days.
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How Diwan showed its winter thobes on 22 men across three age groups, so every customer could see himself in the campaign.
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How Safa Fashion found the models for its first fashion week show and the faces of its first jewellery line.
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Najd Abayas | Seasonal lookbook
Najd Abayas launched this year's Eid collection with more than 60 designs and needed an e-commerce lookbook and social media imagery three weeks before the season began. The house's key requirement was an all-women set.
The house posted the casting with the heights and sizes it needed, then searched the professionals directory for a female photographer, stylist and makeup artist. Its team reviewed each model's profile and past work and spoke with them through messages before confirming bookings.
The team was complete in 4 days and the whole collection was shot in a Riyadh studio over 3 days. The images were live on the online store two weeks before the season.
Diwan | Seasonal campaign
Diwan's team noticed that customers didn't see themselves in past campaigns, which only featured young models of similar builds. So for its winter thobes and bishts, it decided to show men of different ages and builds.
The team searched model profiles by age, height and size, and posted a casting with three age groups ranging from the twenties to the sixties. Measurements went straight into the booking details, so the tailors could prepare every piece before the shoot.
The campaign was shot over two days in a heritage district of Riyadh and an indoor studio, and ran across the online store, the shops and screens in shopping malls.
Safa Fashion | Runway show
Safa Fashion took part in a fashion week in Riyadh for the first time and used the moment to reveal its eveningwear collection alongside its first jewellery line. That called for experienced runway models, plus hand and face models to bring out the detail of each piece.
The house posted a runway casting that asked for short walk videos, and a separate casting for the jewellery shoot. Auditions were booked in timed slots through the platform, so no applicant waited more than 15 minutes, and fittings and rehearsals with the designers took place the same week.
18 models walked the show, and the jewellery images were used for the invitations and the digital campaign. The first batch of the line sold out within two weeks of the show.
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