Hot In The Shops // First Look at JAY3LLE New Collection With Desert Resort Campaign

Set against refined resort landscapes and soft golden horizons, the campaign reflects Johan Lindeberg’s long-standing inspiration drawn from open horizons and purposeful design, confident, elevated, and quietly powerful. With JAY3LLE rooted in Saudi Arabia, the setting becomes more than a backdrop; it captures a lifestyle shaped by sophistication, ambition, and modern movement, translating Riyadh’s creative energy onto a global stage.

Blending technical silhouettes with elevated fashion codes, the collection reflects JAY3LLE’s evolving vision of modern movement, functional yet refined, structured yet fluid. Designed to transition seamlessly from course to city, the pieces are intended to be worn up or down depending on the wearer’s mood and moment. Crisp white tracksuits, lightweight layers and sculptural shapes mirror the vast openness of the terrain, while graphic headscarves and subtle branding express JAY3LLE’s global outlook, grounded in Riyadh and informed by contemporary cultural exchange.

The campaign is anchored by emerging creative voices from the region, spotlighting a new generation of Arab talent. Styling is led by French-Egyptian stylist Omaima Salem, whose sharp eye brings a modern softness to the looks, while Omani photographer Chndy captures the collection through an intimate, cinematic lens, balancing strength and serenity across every frame. Fronting the campaign is model Hayett, whose Algerian roots further ground the story in a wider Arab identity and diaspora narrative.

Speaking on the campaign, Johan Lindeberg shares: “The desert has always inspired me; its freedom, its stillness, its power. JAY3LLE was born in Saudi Arabia, and this campaign is about honouring that origin while looking forward. It’s about movement, identity, and creating something that feels both global and deeply rooted in place.”

Under the leadership of CEO HH Princess Noura bint Faisal Al Saud, JAY3LLE continues to build a cultural platform that connects fashion, identity, and community across generations.

Princess Noura adds: “JAY3LLE is a global brand born in Saudi Arabia, with a creative vision that extends far beyond any single place or stereotype. We work with an international team, bringing decades of experience into the brand while ensuring that knowledge is shared locally and helps nurture Saudi talent. Our designs are guided by a global outlook, inspired by the Arab world, and created for a new generation that moves confidently between cultures.”

The campaign signals a pivotal moment for JAY3LLE as the brand continues to build its presence across the Middle East and beyond, championing regional creatives while shaping a distinctly modern aesthetic language.

Bringing the vision to life physically, JAY3LLE will launch an immersive pop-up experience at Riyadh Park, marking a key milestone for the brand. Anchoring JAY3LLE in Riyadh is central to its story, connecting directly with its Saudi roots while introducing the collection to a new generation of consumers.