Elyanna is Taking H&M into a New Era in the Middle East

Elyanna has officially stepped into the world of fashion as the face of H&M’s newest campaign, and we’re calling it: this is a cultural reset. The Palestinian-Chilean singer, who’s already redefining Arabic pop on the global stage, now brings that same bold, genre-bending energy to the fashion sphere. Looking at this from H&M’s standpoint, it’s not just another celebrity collaboration but a new era for the brand in the Middle East.

The collection is bringing dramatic silhouettes that command a room, bold accessories that instantly turn up the volume, and premium fabrics styled in ways that balance global polish with regional flair. Occasion dressing, but on your terms.

The timing couldn’t be better either. This drop lines up with the grand reopening of H&M’s two iconic UAE flagships — Dubai Mall and Mall of the Emirates — both reimagined as more than just stores. Expect elevated spaces for fashion and beauty lovers, designed to feel like proper destinations in themselves.

Mark your calendars. The Elyanna x H&M collection launches on November 6, hitting stores and online across the Middle East. Until then, we’ll just be imagining our way into every single look.