Fez — H&M has chosen Elyanna as the face of its newest campaign for the Middle East. The collection arrives in regional stores and online on Nov. 6.
The brand says it focuses on modern evening style, bold accessories, and premium fabrics that speak to local taste and personal expression.
Campaign images show Elyanna in clean, monochromatic outfits.
One look is a soft cream blouse. Another is a black two-piece set with beaded details. The pictures keep the styling simple, which lets the lines, textures, and accessories stand out.
Elyanna’s music mixes Arab melodies with Western pop and R&B, which complements the mood that H&M wants to project in the region. The company is aiming for pieces that work for celebrations, family events, and nights out—while still feeling easy to wear and easy to pair with what people already own.
The singer’s public profile has grown across 2025. On Sept. 27 she performed at the Global Citizen Festival in New York. The lineup included Shakira, Cardi B, Tyla, Ayra Starr, Mariah the Scientist, and Camilo. Her slot in Central Park introduced her stage presence to a wider global crowd and brought fresh attention to her Arabic songs.
More live dates are on the way. Elyanna is set to perform at the Abu Dhabi Grand Prix post-race concert on Dec. 5 at Etihad Park on Yas Island. The Grand Prix weekend brings some of the largest audiences in the Gulf, which makes the H&M announcement well-timed for fans who will see her live and online in the same season.
Elyanna’s rise has also come with firsts. In 2023 she became the first Palestinian artist to perform at Coachella. She was also the first artist to sing in Arabic on that stage. She has a continuing relationship with Coldplay as well. The song “We Pray” features her. She has joined the band on stage in cities such as Los Angeles, Buenos Aires, Tokyo, Barcelona, and Paris.
For shoppers in Morocco and across the region, the message is clear. The new collection is meant to be stylish and direct. It offers statement pieces that are easy to combine, and a look that matches the confident tone of the campaign. With Elyanna fronting the visuals, the launch ties fashion to a voice many young fans already follow. The date to note is Nov. 6.
