Giordano’s ‘Nisa’ai and Rejali’ campaign spotlights Saudi talent

Giordano, one of the leading global retail apparel brands, came up with an innovative campaign that got the creative juices flowing of the local youth in Jeddah.
The campaign ‘Nisa’ai and Rejali’ launched by Giordano Saudi Arabia and running until June 7 comprised getting talented youngsters to create their own designs and showcase their talent in graffiti.
Hani Abdul Aziz Saab, chairman textile and garments, Giordano Saudi Arabia, told Arab News that the initiative aims to “encourage Saudi Youth to unleash their visual artistry gift expressing culture and heritage via spray painting, a street art form growing in popularity among the young population in the Kingdom.”
“Being patriotic comes with having a strong sense of pride of our culture and tradition no matter how modern the world turns out to be. A country’s national dress is one that identifies a nationality. Giordano Saudi Arabia wishes to pay tribute to the admirable preservation of the land’s official outfits,” he said.
He further said that to complete this task they came up with the idea to involve the youth, who like to stay close to their traditions and culture but at the same time want something trendy.
“We observed the Saudi culture very closely and came up with this idea as it’s the main identity of the country and its people,” he said.
In conjunction with the initiative, Giordano has signed Firaz Bawazir, a graffiti artist who is also the campaign ambassador for Giordano.
“We are proud to engage the youth of Saudi Arabia for a worthy cause of celebrating their talent in visual arts and extolling their culture. Through this campaign, Giordano provides the youth a platform to express their creativity as well as promote local culture. With ‘Nisa’ai and Rejali,’ we hope to encourage the youth of today to celebrate their culture and pass the torch to the next generation,” said Saab.
The Spray Painting Competition was open for public and art lovers. From the many entries, 20 best pieces are selected, of which half are chosen through Facebook voting while the other half are selected by Bawazir.
“This is a platform we provided to Saudi youth to create an image in the market and show their talent to the world, explore their own talent, and through voting we will come to know what the youth and Saudi public have in their minds, what are their inner thoughts and what they want to wear,” he said.
The finalists’ works are displayed at Giordano stores in Red Sea Mall in Jeddah for public voting until June 7. In conjunction with the campaign, Bawazir will create exclusive designs which will be produced as limited edition Giordano T-shirts.
Users can vote for their favorite art piece and win SR100 voucher at the Giordano store at Red Sea Mall. The first prize winner will receive SR5,000 and the second prize winner will receive SR3,000 and a chance to design for the future collection of Giordano.
“After this campaign, we will be launching a sports collection related to football and after that in Ramadan, our campaign’s focus will be the young people,” he said.
Bawazir said that it is a pleasure to work with Giordano, “especially because they are involved in graffiti with the aim to empower the youth, express them and bring their talent under the spotlight.”
“I am glad they involved local talent to showcase Saudi culture. Graffiti art is no more confined to the walls,” said Bawazir.

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