The Concept

We approached the editorial shoot with the intention of creating a visual narrative that felt both familiar and regal — a celebration of tradition, femininity, and heritage. From symbolism-rich props like pomegranates and tambourines to rich fabrics and (hinna)-adorned hands, every detail was curated to evoke a sense of cultural depth.

The color red, dominant throughout the set design, served as a bold and emotional backdrop, contrasting and enhancing the earthy golds, deep greens, and natural textures of the styling. It rooted the visuals in emotion, identity, and power.

Set Design: Inspired by vintage majlis settings and old-world glamour, we created a carpeted, intimate space dotted with heirloom-style objects — brass trays, fez hats, and traditional snacks.
Wardrobe & Styling: Garments selected echoed traditional cuts and silhouettes, styled with ornate jewelry, headpieces, and embroidery.
Photography Direction: We used high-contrast lighting and minimal post-processing to let the fabric textures and skin tones breathe naturally. Every frame was composed like a painting — deliberate, rich, and emotionally charged.

The Execution

Featured in Elle Egypt, the editorial was celebrated for its ability to transcend fashion into cultural storytelling.
Resonated widely with audiences for its authenticity and aesthetic boldness.
Helped position Hinna Studios as a brand that honours its roots while speaking to a new generation of wearers.