When I wrote about tokenism and women’s representation in the Middle East region in 2019, we were still waiting for more inclusive stories to break through. At the time, a reductive logic applied to regional audiences in advertising – a headscarf here, a national dress there – flattening entire communities into a single narrative.
But 2025 feels different.
Today, there’s a surge of work – across the Middle East and globally – that centres women from the Middle East not as props, but as protagonists. Ramadan campaigns feel more thoughtful. Brand ambassadors reflect real diversity within the region. Even global platforms, from Nike to Netflix, have begun amplifying their voices in w
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
