Gap Middle East has launched a new campaign highlighting six Saudi creatives working across a range of disciplines including art, film, skateboarding, music, and fashion. The campaign features multidisciplinary artist Nouf Al-Himiary, skateboarder and Sandlifters co-founder Rakan Ghaith, filmmaker Razan Al-Soghayer, music producer and singer duo Sweam & O.DEE based in Jeddah, and model Zahra Hussain.

The initiative includes portraits and short films that capture each talent within their everyday settings. It follows Gap’s global Fall 2026 “Denim on Your Own” campaign and aims to showcase the diverse creative landscape emerging in Saudi Arabia.

For filmmaker Razan Al-Soghayer, the campaign holds personal significance. Reflecting on her childhood, she recalled how owning a Gap jacket was a symbol of youth culture and self-expression. “Being part of the campaign now definitely means a lot to the younger version of me,” she said. Her creative work frequently draws on nostalgia, focusing on memories and finding honesty in ordinary life. For the shoot, she incorporated personal items including film cans and her first camera—a Barbie VHS camera given to her at age seven.

Rakan Ghaith emphasized the campaign’s role in promoting skateboarding culture within Saudi Arabia. As co-founder of Sandlifters, he described skateboarding as more than just a sport but a cultural and expressive outlet. Partnering with Gap, he said, allowed the local skate community to gain international visibility. Ghaith expressed plans to mentor new skateboarders and expand the scene, hoping for the sport to achieve mainstream popularity comparable to football across the country.

Model Zahra Hussain commented on the evolution of Saudi Arabia’s creative industry since she began her career. She noted that the sector was once small and less visible, but has since grown into a recognized community with increasing international appreciation. Hussain encouraged young Saudis to embrace their local roots rather than seeking validation in external spaces, urging them to build their careers authentically and let their origins shine through.

The campaign reflects Gap Middle East’s commitment to amplifying regional voices and celebrating the burgeoning creative talents of Saudi Arabia across multiple mediums.