Giordano’s ‘Nisa’ai and Rejali’ campaign spotlights Saudi talent

Giordano, one of the leading global retail apparel brands, came up with an innovative campaign that got the creative juices flowing of the local youth in Jeddah.
The campaign ‘Nisa’ai and Rejali’ launched by Giordano Saudi Arabia and running until June 7 comprised getting talented youngsters to create their own designs and showcase their talent in graffiti.

Hani Abdul Aziz Saab, chairman textile and garments, Giordano Saudi Arabia, told Arab News that 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 said.

He further said that to complete this task they came up with the idea to involve the youth, who like to stay close to their traditions and culture but at the same time want something trendy.

“We observed the Saudi culture very closely and came up with this idea as it’s the main identity of the country and its people,” he said.
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,” said Saab.

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Giordano’s ‘Nisa’ai and Rejali’ campaign spotlights Saudi talent