Repossi Taps May Calamawy for Poetic Ramadan 2026 Campaign

Repossi has unveiled its Ramadan 2026 campaign, starring Egyptian-Palestinian actress May Calamawy, in a visual narrative that blends architectural poetry, cultural depth and the Maison’s unmistakably avant-garde DNA. Set within the striking BEEAH Headquarters in Sharjah, the campaign positions high jewellery as both an artistic statement and an intimate expression aligned with the spirit of the Holy Month.

Long recognised as one of Place Vendôme’s most progressive maisons, Repossi continues to challenge traditional notions of high jewellery through sculptural forms, negative space and architectural precision. For Ramadan 2026, the House extends this philosophy into a culturally resonant context, creating a campaign that speaks to serenity, renewal and inner clarity—key themes of the season.

At the centre of the story is May Calamawy, whose international rise and commanding screen presence have made her a powerful voice of modern Middle Eastern representation. In Repossi’s universe, Calamawy embodies the contemporary Repossi woman: confident, elegant and unapologetically modern. Her presence bridges past and present, reflecting both her own heritage and the Maison’s long-standing commitment to artistic disruption.

The choice of location is as intentional as the casting. Shot inside Zaha Hadid Architects’ BEEAH Headquarters—an icon of fluid geometry and sustainable design—the campaign creates a dialogue between jewellery and space. The building’s sweeping curves, light-filled interiors and eco-forward ethos echo Repossi’s core codes: purity of form, architectural silhouettes and innovation rooted in craftsmanship.

As Calamawy moves through the light-sculpted interiors, the jewellery appears in quiet conversation with its surroundings. She wears some of Repossi’s most emblematic high jewellery creations, including signature pieces from the Blast and Serti Sur Vide collections. Characterised by bold lines, tension-set stones and an exploration of emptiness as design language, these creations take on a new dimension when framed by the organic architecture of BEEAH.

The visuals are deliberately restrained, allowing light to become a central motif. Sunlight filtering through the building’s curved volumes mirrors the contemplative rhythm of Ramadan—moments of pause, reflection and spiritual elevation. Rather than overt opulence, the campaign emphasises intimacy and intention, positioning high jewellery as a personal and emotional experience.

Timed with the Holy Month, the campaign pays tribute to Ramadan’s deeper meanings of connection and renewal. Calamawy’s portrayal is calm yet resolute, presenting a modern muse whose strength lies in introspection as much as presence. Each piece is styled to enhance this sensibility, underscoring Repossi’s belief that jewellery can be both sculptural art and a reflection of inner identity.