On International Women’s Day, Egyptian luxury design house, OKHTEIN, unveiled ‘In Between’, a bold and intimate new campaign featuring co-founders and sisters Aya and Mounaz Abdelraouf.
As a women-led brand, OKHTEIN has always championed female creativity, heritage, and empowerment. With ‘In Between’, the brand turns the lens inward, exploring the layered realities women navigate daily: balancing softness with resilience, independence with tradition, and individuality with collective strength. The campaign captures authentic, lived-in moments where sisterhood, creativity, and self-expression converge, offering a candid portrayal of the depth, strength, and layered complexity of contemporary Arab womanhood.
“The campaign reflects the layered nature of modern Arab womanhood. Women rarely exist in just one role. We are creators, caregivers, leaders, sisters, and mothers, often all at once. ‘In Between’ celebrates that complexity and the strength that exists within it. While our audience is global, the story particularly resonates with women in the Middle East, because so much of it reflects experiences that feel familiar – the balance between ambition, family, identity, and community,” says Aya Abdelraouf, Co-Founder, OKHTEIN.
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The inspiration behind the campaign, came less from formal research and more from observation.
“It came from watching the women around us, friends, family, and mothers, and realizing how familiar many of these experiences are across different lives. We also reflected on our own relationship as sisters. Looking back at our childhood, we realized that many of the ways women support and grow with each other begin very early. Even small memories, like building forts together or creating our own little worlds as children, became symbolic of that bond. Those reflections helped shape the narrative of the campaign. We wanted it to feel intimate and honest, grounded in the real connections that exist between women throughout different stages of life,” says Mounaz Abdelraouf, Co-Founder, OKHTEIN.
‘In Between’ campaign
Shot inside their homes, ‘In Between’ presents Aya and Mounaz beyond their roles as designers, revealing the many identities women navigate every day – from entrepreneurs and creatives to sisters, wives, and mothers. Rooted in the belief that power exists in pairs, the campaign draws from the founders’ shared journey, weaving in playful glimpses of their childhood – building forts, flipping through family photo albums, and treasured toys – alongside personal rituals and the bond that has shaped their lives and their brand.
Through a series of intimate scenes, it captures the fluid rhythm of daily life, where work, family, relationships, and personal moments unfold side by side.
“The story draws directly from our experiences as sisters, creatives, and women navigating multiple roles every day. Filmed in our own homes, the campaign incorporates elements of our daily lives – from personal rituals to moments of motherhood and work – giving it authenticity and intimacy. By being at the heart of the narrative, we were able to tell a more honest and relatable story about modern womanhood and the values that define OKHTEIN as a women-led brand,” says Aya Abdelraouf.
Structured across five acts, ‘In Between’ moves through moments of reflection, connection, and creativity. It captures the beautiful and dynamic juggle that defines contemporary Arab women – the tension and harmony, the chaos and grace, and the strength that emerges in between.
The campaign speaks to modern women who value creativity, craftsmanship, and meaningful storytelling. Many of them are navigating multiple roles in their lives – personally and professionally – and connect with brands that feel authentic and culturally rooted.
Aya and Mounaz Abdelraouf, Co-Founders of OKHTEIN, commented on the campaign, they said “With ‘In Between’, we wanted to honor the full spectrum of contemporary Arab womanhood – the ambition, the care, the creativity, and the quiet, often unseen moments. The campaign is also a celebration of the community that surrounds us – the family, friends, and women who support and lift each other up. True strength, balance, and success are never achieved alone; and this campaign is our tribute to that shared resilience and collective power.”
The campaign was launched across OKHTEIN’s Instagram, supported by regional media coverage and editorial placements across fashion and lifestyle publications.
The campaign also extends on OKHTEIN’s latest equestrian-inspired collection, ‘The Fifth Wind’. Just as the name evokes the invisible force that gives the Arabian horse its speed and endurance, ‘In Between’ reflects the unseen bonds that shape everyday life. Signature calf-hair bags from the collection appear throughout the campaign, anchoring the scenes and echoing the resilience embodied by those portrayed.
At its core ‘In Between’ is a celebration of connection: between sisters, across generations, and among the multiple identities a woman inhabits. By embracing duality, OKHTEIN affirms that true power is never singular – it is shared, layered, and deeply human
Credits:
Brand: OKHTEIN
● Campaign: In Between
● Founders / Creative Direction: Aya & Mounaz Abdelraouf
● Photography / Director: Osama Attarr
● Art Director: Nour Kouraa
● Stylist: Khalid Farid
● PR Agency: Maison Pyramide
