arabsoda SS25 Hub Campaign
arabsoda
In Arabic, the concept of love – ﺣب (Hub) – encompasses fourteen distinct stages, each capturing a different intensity of emotion. The pinnacle of these stages, characterized by an unblemished and abundant affection for those we cherish, serves as the inspiration for the SS25 collection. It is at this stage of pure, unreserved love that SS25 comes to life.
A tribute to the cultures that inspired it, the SS25 collection reflects the fusion of diverse worlds that gave rise to its creation. This collection balances heritage and contrasting cultures with meticulous craftsmanship and an acute attention to detail. Hub weaves a rich tapestry of experiences and observations, presenting a seven-piece ensemble of Made to Measure and Ready to Wear garments.
Rooted in its cultural contexts, arabsoda celebrates heritage with care and respect, highlighting the beauty and opulence of Middle Eastern tailoring and traditional silhouettes through a contemporary Western lens. This blend honors both worlds.
This cultural duality is showcased in a leather jacket and pants set inspired by the Thawb, a traditional long-sleeved, ankle-length robe. The detailed set uses the finest calf leather to create an elegant yet staple look. The jacket, featuring a slit arm secured with cufflinks, nods to traditional Thawb detailing and complements the minimalistic sophistication of the matching pants.
Outerwear remains a central theme in arabsoda’s cultural blend, with two coats inspired by the Arab Bisht. The bisht, an outer robe worn for prestige during special occasions or as a symbol of devotion during prayer, embodies rich symbolism and dignified modesty. Arabsoda’s interpretation includes a casually elegant piece crafted from the finest wool and another luxurious version made from camel hair, reflecting the prestigious nature of Arabic festive dress.
The collection is completed with a dress shirt and denim-inspired dress pants. The shirt features a collar reminiscent of the traditional Thawb, paired with a cropped body and minimalist snap closure, blending heritage with a contemporary edge. The tailored finish of the dress pants mirrors this sophistication.
Through its thoughtful reflections on the convergence of cultural touchpoints, arabsoda’s SS25 collection, Hub, offers a uniform arrangement of garments that exude luxury, grounded in the elegance of Arab tailoring and contemporary Western design elements.
Creative Director: Usman Latif I @usmanl
Photography: Niklas Kamp I @niklaskamp
Styling: Isi Ahmed I @isiqu
Light: Eric Odavas I @highlight030
BTS: Ali Joumah I @habibi3xpress
Model: Ahmed Youssef @ahmed.ys1
Hair and Makeup: Hely Doan I @helydoan
Production: Zina Adam Ahmed I @z1na.ad & Fabian Prekrat I @fabianprekrat
Special Thanks to: Andrew Udeinya I @vvarholla & Alan Balletshofer I @alanballetshofer
About arabsoda
Based in Berlin, arabsoda explores the intersection of Middle Eastern and Western cultures, showcasing the delicate balance of contemporary culture, tradition, and heritage through luxury Made to Measure and Ready to Wear garments.
About Usman Latif
Usman Latif, a Berlin-based DJ and multi-faceted creative in photography, fashion, and consultancy, creates art that reflects his complex cultural context. As a third culture kid of Pashtun heritage, raised in Frankfurt and London, Usman’s unique cultural background inspires his diverse creative expressions.
Through music, he has developed an eclectic sonic palette, blending baile funk, hard groove, and Afro and Arabic house for events with brands like Lamborghini, Moose Knuckles, Louis Vuitton, and Soho House. As the creative director of arabsoda, Usman embraces collaboration, engaging in artistic partnerships with Nike, Converse, and more.
