Dubai has always been a stage for tradition and modernity collide in the most unexpected ways. Now, Samsung is taking that energy to new levels with “The Flipside Fashion Collection.” By collaborating with five trailblazing homegrown brands from the Middle East and North Africa (MENA), Samsung is turning the spotlight on the region’s talent, proving that local creatives have the power to make a global impact.
At its core, the ambitious campaign draws inspiration from the Galaxy Z Flip6, Samsung’s sleek, foldable smartphone. But the real stars of the campaign are the creatives behind five unique fashion brands, each bringing their distinct DNA to the forefront.
FNL, a bold streetwear brand from Jordan, founded by Mohammad Ben Tarif, is known for its audacious graphic designs, embodying the grit and individuality of modern youth culture while staying rooted in tradition. Ben Tarif’s work transforms traditional Arabic typography and patterns into contemporary expressions of self-identity, making every piece a statement.
In Your Shoe, an Egyptian brand that celebrates nostalgia with a twist is known for its playful, retro-inspired designs. The label captures the essence of Egyptian streetwear while infusing it with a contemporary edge.
Meanwhile, L’Afshar from the UAE, founded by Lilian Afshar, is redefining what it means to be both minimal and luxurious. Her sculptural handbags and accessories are a study in contrasts—sleek yet bold, functional yet artistic. Each piece is meticulously crafted, showcasing a modern aesthetic that has made L’Afshar a darling of the global fashion elite.
Saudi Arabia’s Not Boring, created by Yazeed Abahussein, taps into the underground music and street culture of Riyadh. The brand’s aesthetic is a rebellion against conformity, celebrating the raw energy of a burgeoning counter-culture movement. Abahussein’s designs are a direct reflection of Riyadh’s evolving identity, melding the old with the new to redefine what it means to be authentically Saudi.
Turkey’s KNTLGY brings an entirely different dimension to the collection with its focus on “phygital” fashion—a seamless integration of physical craftsmanship and digital innovation. By blending traditional Turkish motifs with cutting-edge sustainable practices, KNTLGY is paving the way for a future where fashion and technology coexist harmoniously.
Omar Saheb, Regional VP of Marketing and Online Business at Samsung MENA, summed it up perfectly: “We chose to partner with these five incredible fashion brands because they each show modern culture in their own unique way, leading the charge in local creativity and style. Supporting and celebrating local businesses that push the boundaries of self-expression aligns with the very essence of the Galaxy Z Flip6—a device designed to empower personal style.”
In a region often underrepresented in global fashion, ‘The Flipside Fashion Collection’ proves that the MENA region’s creatives have voices worth amplifying. By merging technology and fashion, the company is telling a story of how tradition and innovation can work hand-in-hand to inspire the next generation. And for anyone watching, it’s a powerful reminder that when local talent is given the spotlight, or perhaps just a foldable smart phone, the possibilities are endless.
