Against the sweeping curves and futuristic geometry of Zaha Hadid Architects’ BEEAH Headquarters in Sharjah, Egyptian-Palestinian actress May Calamawy appears draped in sculptural gold. The setting feels intentional: a meeting point between architecture, heritage, and contemporary design. It is here that Italian jewelry house Repossi unveils its Ramadan 2026 campaign, choosing one of Hollywood’s most visible Arab talents as its face.
The Paris-based maison, long known for drawing inspiration from modern art and architectural form, found a natural alignment in Sharjah’s iconic building. Designed by Zaha Hadid Architects, the BEEAH Headquarters provides a backdrop that echoes Repossi’s aesthetic language, fluid lines, bold structure, and a dialogue between tradition and the future. In the campaign imagery, Calamawy wears signature pieces from the brand’s Blast and Serti Sur Vide collections alongside classic designs, each piece echoing the geometry and rhythm of the space around her.
Sharing the campaign with her audience, Calamawy described it as a celebration of “Repossi savoir-faire, heritage and architectural poetry.” The phrase captures the campaign’s underlying idea: jewelry not as ornament, but as design language.
A Regional Moment in Global Luxury
Ramadan campaigns have become a defining moment for luxury houses seeking deeper engagement with the Middle East, and Repossi’s collaboration with Calamawy signals the growing importance of Arab voices in global fashion narratives. The choice of Sharjah as a location reinforces this shift. Long recognized as a cultural capital in the region, the emirate offers a context that moves beyond spectacle toward meaning, where design, heritage, and storytelling intersect.
Calamawy’s presence bridges that intersection. Her career has increasingly placed her at the center of conversations about Arab representation in global entertainment. She gained international recognition for her portrayal of Layla El-Faouly, also known as Scarlet Scarab, in Marvel Studios’ Moon Knight, becoming the first Egyptian and Arab superhero in the Marvel Cinematic Universe. She is also widely known for her role as Dena Hassan in Hulu’s Ramy, a series celebrated for its layered portrayal of Arab-American identity.
Momentum Across Film and Television
In recent years, Calamawy’s trajectory has reflected the growing visibility of Arab talent within Hollywood. Her casting in Ridley Scott’s Gladiator II, first announced in 2023 after a lengthy search, marked another step in that global expansion. While her scenes were ultimately reduced in the final cut, the moment underscored her increasing presence within major international productions.
Her upcoming film, The Mummy, directed by Irish filmmaker Lee Cronin and set for release on April 17, continues that momentum. Produced by Blumhouse, Atomic Monster, and New Line Cinema, the project sees Calamawy starring alongside Veronica Falcón, Jack Reynor, and Laia Costa, further positioning her within the global film landscape.
Advocacy Beyond the Screen
Beyond her acting work, Calamawy has built a reputation for advocacy and philanthropy. She regularly uses her platform to support charitable initiatives and raise awareness for Gaza. In December, she promoted the charity single “Lullaby,” released by Together for Palestine, which aimed to reach the Christmas No. 1 spot on the UK charts.
This blend of artistry and activism adds another layer to her partnership with Repossi. Luxury campaigns today increasingly seek ambassadors who represent values as much as aesthetics, figures who resonate with audiences through both visibility and voice.
Jewelry, Architecture, and Cultural Dialogue
Repossi’s collaboration with Calamawy reflects more than a seasonal campaign. It signals a broader cultural dialogue between global luxury and the Middle East’s creative landscape. The architectural setting, the Ramadan timing, and the casting of an Arab Hollywood figure all point toward a shared narrative: one where heritage and modernity are not opposites, but collaborators.
In Sharjah’s desert light, framed by curves of glass and steel, Calamawy becomes the bridge between these worlds, an image of Arab presence moving confidently across industries, continents, and disciplines.
As Ramadan campaigns continue to evolve into cultural statements, Repossi’s partnership with May Calamawy stands as a reminder of the region’s growing influence on the global creative stage.
