Dutch-Moroccan-Egyptian model Imaan Hammam appears in Estée Lauder‘s 2025 holiday campaign, titled “Unwrap the Joy,” alongside fellow models Karlie Kloss and Paulina Porizkova.
The campaign promotes the beauty brand’s seasonal collection, which includes bold lip colors, signature fragrances, and skincare products, such as the Holiday Blockbuster set featuring nine full-size items.
Campaign visuals shared on Hammam’s Instagram show the models in elegant evening attire set against festive décor, with Hammam wearing a red gown amid oversized Christmas ornaments.
Imaan Hammam Estée Lauder Global Partnership
Hammam joined Estée Lauder as a global brand ambassador in 2023, a role she has characterized as an opportunity to represent diversity and women’s empowerment.
The partnership aligns with the brand’s focus on inclusive representation across generations and backgrounds.
In 2024, Hammam also fronted Estée Lauder’s collaboration with Indian designer Sabyasachi Mukherjee, promoting a luxury lipstick collection distinguished by packaging featuring the designer’s tiger medallion in 24-karat gold.
Imaan Hammam’s Career and Fashion Runway Debut
Discovered at Amsterdam Centraal Station, Hammam made her runway debut at Jean Paul Gaultier’s 2013 couture show. She has since walked for major fashion houses including Prada, Fendi, Balenciaga, Versace, Burberry, Marc Jacobs, and Carolina Herrera.
Her portfolio includes international campaigns for Chanel, Celine, DKNY, Givenchy, Giorgio Armani, and Tiffany & Co.
Ayni: Imaan Hammam’s Arab Cultural Initiative
Beyond modeling, Hammam launched Ayni earlier this year, a cultural archival platform focused on documenting Arab artistic expression across film, music, literature, and the visual arts.
Hammam described the initiative as rooted in storytelling, heritage, and community building, with the intention of creating a collective space that amplifies underrepresented voices beyond her personal fashion work.
