SEPTEMBER 2024
Behind the Scenes in New York City: Glamour in the Everyday
When planning our latest campaign for MERABI, we knew we wanted to bring something fresh and unexpected. Our inspiration? The sparkle of the MERABI brand juxtaposed against the mundane of the everyday.
NADINE MERABI is all about sparkle and luxury, so we decided to place that signature style into relatable, everyday scenarios. Think: stepping out to grab a magazine, walking down the street, or even jumping on the subway - but with an essence of MERABI.
WHY NEW YORK CITY?
Choosing NYC as the location for this shoot was an easy decision. As one of our biggest markets and home to our own store, New York City represents both the vibrancy and diversity of our audience. Plus, the city’s iconic street style is the perfect backdrop for our bold, sparkly pieces.
It felt right to hit the streets and showcase how MERABI can be worn in a casual street setting while still turning heads. There's an undeniable ‘cool factor’ that only New York City offers, and it aligned perfectly with the vibe we wanted to capture.
Styling the MERABI way
The styling for this shoot was all about making a statement. MERABI is synonymous with glamour, and that means capturing our sparkle, elegance, and confidence.
For this shoot, we kept the focus on elevating everyday looks with pieces that pop. Statement jewellery and killer heels helped to amplify each outfit, ensuring that the MERABI woman shines no matter where she is.
Highlights from the shoot from our Head of Creative, Michael
“This campaign was filled with exciting moments, and a few stand out in particular. It was my first time visiting our New York store, which made the experience even more special. Walking through those doors and seeing our brand in the heart of such an iconic city felt surreal and right for this moment in our journey.
Another incredible highlight was working with the gorgeous models - who we hadn't collaborated with before. They brought so much energy and attitude to the shoot, making the pieces come alive.
We also had the pleasure of working with local creatives such as: Photographers, lighting techs, hairstylists and makeup artists, all of whom added their own creative touch to the shoot. And yes, I finally got to see the Statue of Liberty in real life, which was just the cherry on top of the experience!
What really stood out was the genuine support from the people of New York. We captured a lot of the content in the streets of Soho and it was lovely to see how many people stopped to support and cheer on our models in the middle of everyday city life. It was a testament to the city's spirit and added even more magic to the experience.”