Art & Culture

Bvlgari Celebrates Generations of Emirati Women in Latest Campaign

BYMille Team

August 18, 2026

Established in 2015 by Sheikha Fatima bint Mubarak, the wife of the UAE’s founding president, Sheikh Zayed bin Sultan Al Nahyan, Emirati Women’s Day is dedicated to Emirati women’s contributions to the country and a celebration of all of their achievements. Celebrated every August 28—the anniversary of the founding of the General Women’s Union (GWU) in 1975, which Sheikha Fatima chairs—the day effectively connects two generations of the UAE’s women’s movement: the institutionalization of women’s advocacy through the GWU in 1975, and the much more visible presence of Emirati women in society 40 years later. This idea is beautifully translated in Bvlgari’s latest Emirati Women’s Day campaign.

To mark the occasion, the storied maison teamed up with Cinema Akil founder Butheina Kazim and Tunisian creative Taqwa Bint Ali on an original short film, كل ما تتمنين (The Girl I Needed), which looks at what women inherit from one another, and what they ultimately pass on.

Written and directed by Bint Ali and produced by Kazim, the film follows a young Emirati woman named Mariam from childhood into adulthood, looking at how her sense of self changes as she grows older. Throughout her story, Bint Ali touches on identity, belonging and self-acceptance, while paying tribute to the advice, lessons and wisdom women carry with them from the generations before.

View this post on Instagram

A post shared by تقوى (@taqwabintali)

It ties naturally into this year’s official Emirati Women’s Day theme, “Together, We Rise Stronger and Better.” The theme recognizes that the progress Emirati women have made over the decades did not happen in isolation, with each generation benefiting from women who pushed boundaries before them, while opening doors a little wider for those who come after.

It’s not Bvlgari’s first time approaching Emirati Women’s Day through the stories of women themselves. In fact, for the last six year Bvlgari has marked the annual occasion through meaningful storytelling initiatives.

Last year, the Maison worked with Emirati poet Dr. Afra Atiq on a campaign built around a conversation between four Emirati women: Dr. Atiq herself, businesswoman Amina Taher, artist and graphic designer Sara Al Khayyal, and creative director Rowdha Alsayegh. Seated together around a table, the women spoke about the lessons they had inherited, the values they wanted to hold onto, and their hopes for the future, bringing different generations and perspectives into the same conversation.

Bvlgari Celebrates Generations of Emirati Women in Latest Campaign

Suggestions

Articles

Topics

Bvlgari Celebrates Generations of Emirati Women in Latest Campaign

Related Stories

More From Art & Culture

Suggestions

Articles

Topics

Newsletter

The only newsletter you won't unsubscribe from

Follow Us