H&M just announced a campaign collaboration with Palestinian-Chilean singer and songwriter Elyanna, whose fusion of Arabic heritage and global impact brings a fresh, vibrant energy to the brand. The collection offers a modern take on occasion dressing, blending dramatic silhouettes, bold accessories, and premium fabrics styled to regional tastes and self-expression. This collaboration also coincides with the grand reopening of H&M’s iconic flagship stores, Dubai Mall and Mall of the Emirates this November, redesigned as fashion-forward destinations promising an elevated shopping experience for fashion and beauty lovers in the UAE.
Elian Amer Marjieh, known professionally as Elyanna, was born in Nazareth in January 2002 to a family deeply rooted in artistic traditions. Her mother is a Palestinian poet, and her maternal grandfather was a singer and poet who performed zajal at weddings and cultural gatherings. From a young age, she showed a passion for music, singing by age seven and later posting covers online, where her talents were nurtured alongside her brother Feras, who would later serve as her musical collaborator and creative director.
At 15, her family relocated to San Diego to support her artistic ambitions, and she soon captured the attention of Grammy-winning producer Nasri Atweh, who introduced her to industry contacts. Elyanna’s style is a rich blend of Arabic, Latin, jazz, R&B, and pop influences. In 2023, she made history at Coachella as the first artist to perform a full set entirely in Arabic, bringing her culture to a global stage. Her debut full-length album, Woledto (released in April 2024), draws on themes of identity, love, longing, and cultural resilience, earning praise for its genre-blending sound and emotional depth.
For H&M, Elyanna embodies a new wave of creative voices rooted in cultural authenticity. In her own fashion choices she often integrates symbolic touches such as the keffiyeh, henna, gold coins, and bold eyeliner, elements that amplify her heritage while allowing personal expression. She and her sister Tali often collaborate on styling, reimagining garments and infusing them with Middle Eastern motifs. The synergy between Elyanna’s visual identity and H&M’s ambition to speak more intimately to audiences in the Middle East makes this campaign a timely and resonant pairing.
As the collection launches this November alongside the reopening of H&M’s Dubai Mall and Mall of the Emirates flagships, customers can expect an immersive experience that mirrors the energy and storytelling behind the campaign. The retail spaces have been redesigned to resonate with local sensibilities and elevate how people discover fashion, beauty, and expression under one roof. Together, H&M and Elyanna aim to usher in a new chapter of creativity: one where culture, style, and self-expression converge seamlessly.
The collection launches November 6 and will be available in stores and online across the Middle East.
