Between tuk-tuk rides and rooftop sunsets, Imaan Hammam is using her platform to celebrate Arab culture on her own terms.
Fez– When Dutch Moroccan-Egyptian supermodel Imaan Hammam landed in Cairo this week, it wasn’t just for a fashion gig, it was a homecoming.
While the purpose of her visit remains under wraps, her Instagram posts painted a vivid picture: Cairo’s street life, rooftop sunsets, and a soundtrack by none other than Abdel Halim Hafiz.
To her 1.7 million followers, Hammam shared a visual journal of her time in Egypt, offering more than just glamorous selfies.
One post shows her in an elevator mirror, dressed in a high-waisted printed maxi skirt and a sleek black top. In another, she’s effortlessly cool in camo pants, a white tank top, grey hoodie, and yellow sneakers.
The slideshow quickly shifts from fashion to feel, showing a tuk-tuk ride through Cairo’s narrow alleys, a local bookshop, and golden-hour views over the city’s mosques.
But Hammam’s connection to Cairo runs deeper than aesthetics. Her visit ties into a larger personal journey: reconnecting with her heritage. And that same spirit fuels her latest initiative “Ayni”.
Launched earlier this year, “Ayni” is Hammam’s archival platform dedicated to Arab art and cultural expression. It’s her way of preserving and celebrating stories that often go unseen in global conversations.
“For me, it’s always been so much deeper than just fashion,” she says in a video posted on Ayni’s Instagram. “It’s about staying connected to my roots, telling stories that move me, and shining a light on the voices that need to be heard.”
Iman wants “Ayni” to grow beyond her and become a space where creatives across the Arab world feel seen, represented, and connected. “A real community,” she calls it.
Hammam isn’t new to using her platform for something more meaningful than the next runway booking. After being discovered at Amsterdam’s Centraal Station, she made her fashion debut in Jean Paul Gaultier’s 2013 couture show.
Since then, she’s become one of the industry’s most sought-after faces, walking for brands like Fendi, Burberry, Bottega Veneta, and Balenciaga. She’s fronted campaigns for Chanel, Versace, Tiffany & Co., and more.
But while she moves between Paris and New York for work, her heart clearly beats to the rhythm of Cairo and Casablanca.
In a fashion world often accused of glossing over culture for trends, Imaan Hammam is walking the line between heritage and high fashion, tradition and transformation.
And if Cairo is any indication, she’s doing it beautifully.
