Saudi-rooted fashion label JAY3LLE has released a first look at its upcoming collection through a campaign shot in the Saudi desert, underscoring the brand’s ambition to position itself as a regional player with global reach.
The images, set against resort-style backdrops and open desert landscapes, mark the latest move by founder Johan Lindeberg to define the label’s visual identity around movement, minimalism and place. The campaign was photographed in Saudi Arabia and features garments designed to transition between sport and everyday wear, including structured tracksuits, lightweight layers and graphic headscarves.
“The desert has always inspired me — its freedom, its stillness, its power,” Lindeberg said, describing the campaign as a nod to the brand’s Saudi origins while looking outward to international markets.
The release comes as Saudi Arabia continues to invest heavily in its cultural and creative industries, with fashion emerging as a key sector under the Kingdom’s economic diversification plans. Local brands are increasingly blending global design talent with regional narratives in an effort to compete beyond domestic borders.
JAY3LLE’s campaign highlights that cross-cultural approach. Styling was led by French-Egyptian stylist Omaima Salem, while Omani photographer Chndy shot the visuals. Algerian model Hayett fronts the campaign, reflecting what the company describes as a broader Arab and diaspora identity.
The brand operates under the leadership of CEO Noura bint Faisal Al Saud, who has positioned JAY3LLE as part of a new generation of Saudi-founded labels seeking international relevance. She said the company works with an international team while aiming to support and develop local creative talent.
Industry observers note that aligning fashion campaigns with strong geographic identity has become a common strategy among emerging Middle Eastern brands, particularly as global luxury houses also turn to the region for inspiration and expansion. By foregrounding Saudi landscapes and regional creatives, JAY3LLE appears to be tapping into both national pride and growing global curiosity about Gulf-based design.
The brand plans to follow the campaign with a pop-up activation at Riyadh Park, introducing the collection directly to consumers in the capital. As Saudi Arabia’s retail and fashion sectors evolve, such hybrid strategies — combining storytelling, local engagement and international collaboration — are likely to shape how homegrown labels attempt to scale in an increasingly competitive market.
