Veils of Pride
Challenging stereotypes to celebrate Arab women’s achievements
To mark Emirati Women’s Day, WPP’s Grey Dubai collaborated with Tathqeef, an organisation that promotes the continued education of Arab women, to launch the Veils Of Pride project.
Highlighting the achievements of female role models to inspire other women, it uses the veil as a medium through which to tell the stories of extraordinary Arab women.
Tathqeef wanted to challenge the misconceptions of this cultural symbol and inspire Arab women, allowing the world to see the power and ambition that lies behind the veil.
Working with artist and calligrapher Maher Housn, eight successful Arab women were interviewed and their most powerful quotes transformed into the artwork for the campaign. From the style of wearing their veil to the fluidity of the Arabic calligraphy, every veil became a unique portrait of their deepest ambitions and voice.
The stories of these successful women reveal their passions, ambitions and challenges in their careers as academics, doctors, TV presenters, businesswomen and photographers. The age-old art of Arabic calligraphy was used as a design device, lending a powerful voice to every veil and personalising their messages to young Emirati women to break down stereotypes.
22 August 2018
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