Giordano’s ‘Nisa’ai and Rejali’ campaigns spotlight Saudi talent

RetailME Bureau

Casual fashion retailer Giordano came up with an innovative campaign that helped trigger creativity among the local youth in Jeddah. Campaigns ‘Nisa’ai and Rejali’ launched by Giordano Saudi Arabia, running until June 7, comprised getting talented youngsters to create their own designs and showcase their talent in graffiti.

According to Hani Abdul Aziz Saab of Giordano Saudi Arabia, the initiative aims to encourage Saudi youth to unleash their visual artistry gift expressing culture and heritage via spray painting, a street art form growing in popularity among the young population in the Kingdom. “Being patriotic comes with having a strong sense of pride of our culture and tradition no matter how modern the world turns out to be. A country’s national dress is one that identifies a nationality. Giordano Saudi Arabia wishes to pay tribute to the admirable preservation of the land’s official outfits,” he says.

In conjunction with the initiative, Giordano has signed Firaz Bawazir, a graffiti artist who is also the campaign ambassador for Giordano. “We are proud to engage the youth of Saudi Arabia for a worthy cause of celebrating their talent in visual arts and extolling their culture. Through this campaign, Giordano provides the youth a platform to express their creativity as well as promote local culture. With ‘Nisa’ai and Rejali,’ we hope to encourage the youth of today to celebrate their culture and pass the torch to the next generation,” adds Saab.

The finalists’ works are displayed at Giordano stores in Red Sea Mall in Jeddah for public voting until June 7. In conjunction with the campaign, Bawazir will create exclusive designs, which will be produced as limited edition Giordano T-shirts.