The region’s leading eyewear retailer has come up with a striking concept for their latest campaign video. Magrabi, the go-to purveyor of avant-garde, fashion-forward eyewear, just dropped the new ‘Arabian Eye’ campaign, and it celebrates what it means to be Arab.

The campaign video centres around the idea of ‘Al Ourouba’, or the shared Arab identity. It’s playful and creative – sharing with the world at large a truthful, authentic and contemporary vision of being Arab whilst challenging stereotypes. It pays homage to the wealth and beauty of Arab cultural heritage whilst acknowledging the diversity within it – embracing the breadth of different nationalities, traditions and history. It ends with a message of unity: an aerial shot of a sea of people coming together.

Courtesy of Magrabi

The campaign video takes the viewer on a journey across the sprawling, dusty desert. The visuals are futuristic and state-of-the-art, drawing the eye with bright pops of colour and lending to an ultra-modern representation of ‘Al Ourouba’. At the same time, the video honours plenty of elements rooted in Arab tradition – from the music, clothing, jewellery, dance, calligraphy and spoken word down to the landscape.

Courtesy of Magrabi

Magrabi has enlisted the help of the region’s foremost influencers, who every day work to portray an honest and forward-looking image of the world they come from and create content for a wide base of followers, which is infused with their culture and unique personalities. The cast features Saudi influencer and internet personality Hala Abdallah (The Hala), Egyptian model and actress Salma Abu Deif, Palestinian Dubai-based influencer and streetstyle icon Leena Al Ghouti, fashion consultant and influencer Abdulla Al-Abdulla and blogger and fashion consultant Mahmoud Sidani (Mr Moudz.). The spirit of the campaign is echoed by their refrain, “I’m proud of my Arab identity”.

Courtesy of Magrabi 

As part of the new ‘Arabian Eye’ campaign and in the spirit of giving of Ramadan, Magrabi have started the ‘Vision For All’ initiative. For every pair of shades or spectacles purchased during the holy month, the eyewear chain will donate an optical frame to an NGO working to support the elderly and children in need.

You can watch the ‘Arabian Eye’ campaign video here.