Hermès and Malgosia Bela Bring Subtle Seduction to UAE Screens with Barénia Eau de Parfum
French couture house Hermès once again proves that understated elegance needs no excess. In its latest outdoor campaign across the UAE, Hermès presents Barénia Eau de Parfum Intense, a scent beyond perfume, that celebrates the intimate relationship between leather, skin, and feeling.
The billboards, set in premium high-traffic locations such as Downtown Dubai, immediately grab attention with their sophisticated minimalism. Against a bare, light backdrop the poised Malgosia Bela, attired in a chic black leather jacket, gazes directly into the viewer's eyes, exuding understated power and sensuality. Her pose is relaxed yet commanding, echoing the Hermès philosophy of understated elegance grounded in craftsmanship and authenticity.
The creative direction of the campaign distills Hermès' genius for restrained storytelling. The design is minimal and demanding, pulling the viewer's eye to three elements, the model, the perfume bottle, and the Arabic title that translates to "Your skin is your perfume".
Barénia, a name that was taken from Hermès' signature leather, embodies the fusion of tactile luxury and olfactory self. The brand invites onlookers to imagine the perfume as not an accessory but an extension of one's natural being.
Hermès' outdoor campaign is a break from what is usually a media landscape of shrieking colors and crowded imagery. Instead, it opts for quiet confidence, the hallmark of true luxury branding.
The campaign took to the UAE’s Digital screens to announce the campaign in the third week of October.
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