I am proud to be a part of the brand Habibi. A side hustle my creative partner Imad El Rayess and I have. A clothing brand with a culture driven insight: to destigmatize Arabic lettering.
Arabic script grabs attention and sometimes
even concerned stares by the public.
An Alphabet that carries a negative connotation caused by the media.
28 letters misread.
A whole culture, misunderstood.
This is Habibi – a beautiful word in Arabic that means “Sweety”.
And this is us taking a stand.
We stand straight and wear Habibi with pride close to our hearts.
The aim? Spread a sweet message to change a bitter misconception.
CREATIVES – IMAD EL RAYESS & JESSICA REES
FILM PRODUCTION – JAES FILM
DIRECTOR – SANDRO JÄGER
DOP – PATRICK PICHLER
1ST AC – MORITZ KLAMMER
GAFFER – Luke Yall
Produced over 7000 products
From 380 Instagram followers to
Over half a million impressions.
Fans from over 25 different countries.