Queen Rania of Jordan makes it a point to highlight Jordanian and Arab designers while completing her official duties in Jordan and around the globe.
Brands like Arab labels ZdSuzani (Jordan), Hussein Bazaza (Lebanon), Salim Azzam (Lebanon), Reemami (UAE), Bambah (Egypt), and Bouguessa (Algeria) have all had their pieces on one of the most recognisable faces in the Middle East.
In November of this year, the Queen made a significant amount of appearances where she promoted the fashion of the Middle East and Jordan. And the Press Office of Her Majesty made the unusual step in sending out detailed descriptions of her outfits with photos during the month to help promote the designers, as well as Jordanian and Arab fashion.
The Queen likes to focus her fashion on up-and-coming Arab and Jordanian designers to raise their profiles on the global stage. This has resulted in these fashion brands gaining a boost after being worn by the Queen. As a result, regional and international brands have been encouraged to offer their designs to Queen Rania in hope for a similar boost to their Arab and Jordanian counterparts who have been worn by Her Majesty.
During the graduation of her youngest daughter, Princess Salma, from Sandhurst in the United Kingdom, Queen Rania wore ” a coat by Saudi Arabian designer Abadia. The white coat featured a modern red and black collar design, adding a Jordanian spin to the outfit. The Queen completed the look with a handbag by Egyptian label Okhtein, designed by sister duo Aya and Mounaz Abdelraouf.”
That same week she travelled with King Abdullah to Japan on a working visit where she wore “a hand-embroidered skirt by Jordanian designer Suhad Khawaja, and a handbag by Jordanian designer Farah Asmar,” to dinner with Prime Minister Abe.
The UAE-based Reemami has seen Her Majesty wear their designs on several occasions including a visit to Sweileh Secondary School for Girls and a tour of Louvre Abu Dhabi. Likewise, at the Misk Global Forum in Riyadh last year, the Queen was in a traditional abaya by Algerian designer Faiza Bouguessa.
Jordan’s 72nd Independence Day had Queen Rania in a navy blue and burgundy dress by Layeur (which is a label by the Algerian Ghizlan Guenez.
In 2017, Her Majesty wore a look by Lebanese designer Georges Chakra while in China for the XIN Philanthropy Conference, and she wore a dress by Lebanese designer Hussein Bazaza while meeting US supporters of the Jordan River Foundation in New York.
When she paid an official visit to the Netherlands last March with the King, she chose to wear a traditional hand-embroidered dress gifted to her by the women of the Jordanian Basmet Al-Khair Charitable Society.
A prominent figure on the international stage, Queen Rania will continue to promote Arab and Jordanian designers across the globe while also mixing in other global brands. Fashion brands from across the world can rely on the “Queen Rania Effect” to promote their designs while tackling some of the world’s most important and pressing issues.