Music Industry

5 Arab Artists Transforming Style Into a Platform for Visual Storytelling


By Sara Wael

July 17 2025

Music Industry

5 Arab Artists Transforming Style Into a Platform for Visual Storytelling


By Sara Wael

July 17 2025

In recent years, many Arab artists have elevated their creative influence beyond the recording studio, weaving fashion and design into their personal brands. For many of them, collaborating with major labels and luxury houses has become more than just a style statement; it grew into an extension of their own artistry and brand. 

Whether launching capsule collections, starring in campaigns, or co-curating fashion and jewellery pieces, these collaborations have helped amplify the artists’ brand and style, while creating new revenue streams, strengthening fan loyalty, and leaving a lasting imprint on regional - and even global - fashion culture.

Arab musicians are no longer just wearing the designs of others - they’re actively shaping them to suit their personas. Take Merwan Pablo for example; the Egyptian rapper whose partnership with Diesel blends streetwear aesthetics with his innovative sound. 

After being named Diesel’s ambassador for the Middle East in May, 2024, his campaign with the brand showcased a bold, edgy vibe that resonated with his fanbase, and highlighted Diesel’s growing connection with the MENA region’s youth culture. Almost a year after this collaboration began, Pablo attended the Diesel Fall/Winter 2025 runway show in Milan, showing how such collaborations can take artists to new possibilities. 

Earlier, in 2023, Merwan launched his own fashion label Barra Serb in collaboration with Xander Ghost, introducing a collection of streetwear pieces with his signature style.

Meanwhile, Lebanese pop icon Nancy Ajram brought her timeless elegance to Tiffany & Co., starring in the Tiffany Lock Collection campaign in 2023, after joining the jewellery house as an ambassador earlier that year. This continued to place her as one of the Arab world’s foremost style ambassadors, and reflected the crossover between music and luxury in her persona. 

Later in 2023, Saudi comedian and rapper Amy Roko was appointed as an ambassador for one of the world’s biggest sports brands, New Balance. Known for her humor and vibrant personality, Amy’s collaboration with the brand aimed to foster women’s engagement and empowerment through various initiatives, while also reflecting the growing diversity of voices in Arab fashion. As the face of several local campaigns, she continued to spotlight New Balance’s classic kicks like the 550 and 530, amplifying the brand’s message of self-expression and encouraging women to break barriers, redefine standards, and embrace their unique style.

Some artists have taken their influence a step further by co-curating collections that blend their personal stories with craftsmanship. Lebanese singer Yara’s collaboration with Samra Jewelry is a prime example. Together, they created the collection “Love Me, Love Me Not”, including pieces inspired by the daisy flowers Yara sought to collect in her youth.

This collection launched in April 2025, combining Yara’s signature romantic aesthetic with Samra’s legacy of fine jewelry design. 

Merchandise, too, has evolved into a platform for creativity. Palestinian-Chilean artist Elyanna partnered with her brother, Feras, to design limited-edition merch pieces that feel more like wearable art than traditional concert collectibles. This family-driven project reflects her vision of merging cultural roots with contemporary design, allowing fans to feel deeply connected to her journey.

Beyond her own creations, Elyanna was also chosen as the face of Coach’s Ramadan 2025 campaign. “Collaborating with Coach has been amazing. It was a chance to bring my world into the mix — whether it’s the coins, henna, or my curls,” she shared. The collaboration highlights Elyanna’s multicultural background and her trademark authenticity and creativity, with the luxury brand’s purpose of championing the ‘Courage to Be Real’. 

All these collaborations represent more than just business ventures - they showcase a new horizon shift Arab artists are seen as tastemakers and global influencers. By stepping into the worlds of fashion and jewelry, they’re carving space for regional voices on international stages and inspiring younger generations to embrace creativity even further.


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