Model campaigns often tick the boxes when it comes to flawless flesh and fancy fashion – but relatability? Not so much. Shaking up the system this year is Middle Eastern online shopping destination noon. The website has made the ground-breaking decision to cast real people, who live here in the region, to represent the region, instead of professional models. The result? Relating and resonating with buyers, we believe.
At the end of last year noon began their search for a variety of citizens to represent the communities that make up the UAE and beyond. The four brand-new faces (there are 21 in total) now front one of the most exciting digital start-ups in the region, and they are rather ecstatic about it, to say the least. “This campaign tells everyone there are different kinds of faces and beauty out in the world,” Nehan Saud, 30 from India, says. “It shows that you don’t have to stick to certain types of beauty standards. Everyone is interested in fashion and beauty, whether you’re petite or plus-size, tall or short.”
Fellow new recruit Junaynah ElGuthmy, 20, from Kenya, adds, “We want to see someone normal and real, as opposed to seeing models with unattainable looks. When my friends and family found out I was a face of noon, everyone went crazy with excitement.”
Faces of noon will represent fashion, lifestyle and beauty campaigns onsite and over their social-media channels. The aim of the inclusive campaign is to showcase the wide variety of beauty aesthetics, races and body shapes in the world. And looking forward, noon is currently currently on the lookout for more real people – this year in particular is all about finding the perfect people from KSA.
American Austin Turner, 18, concluded of his first campaign, “Faces of noon appeals to real people, instead of pushing false expectations of what someone should look like.” We couldn't have put it better.
- noon.com is the Middle East’s homegrown online shopping destination. If you think you or someone you know could be a face of noon in KSA, submit an application at help.noon.com