Fashion focus: Tara Emad goes global with H&M

Egyptian model and actress stars alongside Rosario Dawson and Naomie Harris in 'Conscious Collection' campaign

"Shooting this campaign last December in Cape Town was a dream come true..." Tara Emad Egyptian model and actress. Photo: Tara Emad Instagram.

By Leen Altiman

Fashion 26 April 2019

Already popular in Egypt and across most of the Arab world, Egyptian model and actress Tara Emad is going global. On an Instagram post yesterday, Tara announced her starring role in the latest global camping of giant clothing brand H&M. Go girl!

Tara wrote on her Instgram:

“Incredibly happy to be a part of @hm ‘s global campaign for raising awareness towards conscious living. Shooting this campaign last December in Cape Town was a dream come true, to be a part of something big that sheds light on the importance of sustainability, recycling and consciously buying clothes.”

Doesn’t she look amazing?

Tara isn’t the only star in the campaign.  Actresses Rosario Dawson and Naomie Harris also feature along with Japanese singer-songwriter, Beni, French blogger and entrepreneur, Clémentine Desseaux, and Indian actress and women’s rights activist, Priyanka Bose.

Tara is definitely in good company.

The H&M campaign doesn’t only have a diverse cast of established, emerging and accomplished women, who all have interesting points of views, and more importantly voices that they use in their perspective communities, the collection itself is taking a step toward a more mindful way to approach fashion

The Conscious Collection by H&M is all about making sure you look good and are conscious about what you’re wearing. The designs have feminine romantic feel, with flowing, delicate prints and dramatic sleeves and lengths, where each piece is made from sustainably sourced materials and/or with sustainable techniques and methods.

In case you didn’t know, Tara was born in Cairo to an Egyptian father and a Montenegrin mother. She got into modeling at  the age of 14 and gained a lot of attention for a shoot she did with the Lebanese publication Layalina. Since then she’s also graced the covers of Elle Middle East and Marrie Claire Arabia, Vogue Arabia and Vogue Italy and has starred in several Egyptian television series and a handful of movies.

Check out the campaign below and let us know what you think!

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