With March being the month of women in general, and mothers in particular, many international brands are already lining up to salute females. Whether through special designs or with dedicated campaigns, local designers jumped on the wagon with few memorable shoots. Nonetheless, jewellery designer Jude Benhalim stood out amidst the trend by choosing to shift the narrative and celebrate mothers in an extraordinary manner.
Synonymous with edgy and young jewellery, the designer chose to shed light on women through defying stereotypical age boundaries. With the aim of making mothers feel young and fashionable, Benhalim championed the notion of growing bold rather than old.
Her Mother’s Day campaign features a number of mothers who are fierce and glamorous. From the avant-garde styling to the unexpected combination of colours, Benhalim’s leading ladies are an example of embracing beauty at any given age. Under the name, “Celebrate her Youth”, the campaign is an open call for women to wear what they want and not what the society labels as age-appropriate. With that said, the designer’s statement work of hand-carved calligraphy and coloured resin stones occupies centre stage.
Shot by Amina Zaher, the editorial shoot elaborately evokes the brand’s attitude as effortlessly carried out by a number of mothers and grandmothers. Aside from the grand goal, the campaign also positions Jude Benhalim as a jewellery brand for all ages. According to the designer, her jewellery is meant to empower, embody, and embolden all women. Walking the same lines of her brand’s ethos, Benhalim believes that as women grow bolder, they tend to grow more comfortable in their own skins, and eventually flourish more confidently with a stronger sense of self-identity.
Benhalim started her brand at the young age of 17 with the assistance of her mother and partner, Rana Al Azm. Together, they are always enthusiastic to address and empower women to savour life and follow their dreams.