Samsung Electronics Middle East and North Africa (MENA) has launched “The Flipside Collection,” a regional campaign spotlighting five homegrown fashion brands and their unique interpretations of modern design. The campaign, unveiled at an exclusive event at Koncrete Space, celebrates self-expression and amplifies regional talent, using the Galaxy Z Flip6 as a muse for creativity.
Each brand drew inspiration from their cultural roots and the sleek, transformative design of the Galaxy Z Flip6 to create distinct collections. This collaboration allows these local brands to reach a wider audience and share their stories on a larger platform.
Omar Saheb, Regional VP of Marketing and Online Business at Samsung Electronics MENA, explained the rationale behind the partnerships: “We chose to partner with these five incredible fashion brands because they each show modern culture in their own unique way, leading the charge in local creativity and style. Supporting and celebrating local businesses that push the boundaries of self-expression aligns with the very essence of the Galaxy Z Flip6 – a device designed to empower personal style. Through this campaign, the Galaxy Z Flip6 becomes the ultimate fashion statement, seamlessly blending iconic design with self-expression in fashion.”
The five featured brands include:
- FNL (Jordan): Founded by Mohammad Ben Tarif, FNL blends Arabic-inspired graphics with modern streetwear, capturing individuality and fusing heritage with urban aesthetics.
- Not Boring (Saudi Arabia): Yazeed Abahussein’s Not Boring draws inspiration from Riyadh’s underground music and street scene, creating authentic pieces that defy conventional trends.
- In Your Shoe (Egypt): This brand uses nostalgic visuals and vibrant graphics to promote personal expression, embodying the dynamism of Egyptian streetwear culture.
- L’Afshar (UAE): Founded by Lilian Afshar, L’Afshar creates sculptural, minimalist accessories that transform everyday items into art, featuring bold architectural lines and luxurious finishes.
- KNTLGY (Turkey): A pioneer in phygital fashion, KNTLGY combines traditional Turkish artistry with advanced technology to create eco-conscious, digitally inspired pieces, blending cultural nostalgia with progressive design.
“The Flipside Collection” demonstrates Samsung’s commitment to fostering self-expression across the MENA region, using the intersection of fashion and technology as a powerful storytelling medium.
