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Cannes, culture, care and credibility

HuManagement's Sarah Mouaness shares why luxury talent partnerships must move beyond visibility and follower counts towards authentic alignment, cultural relevance, emotional connection and long-term brand value.

From left: Nour Ghandour; Deema Al Asadi; Azza Slimene; Bader Kabbani at the Cannes Film Festival 2026.

The world of luxury has become increasingly progressive as fast-evolving culture and trends continue to dictate consumer preferences. To navigate these dynamic shifts, Sarah Mouaness, Celebrity Manager at HuManagement offers Campaign Middle East an expert take on how luxury brands can make the most of talent partnerships through authenticity and visibility that lives across red carpets and social feeds.

When you talk about redefining talent management in the luxury market, what specifically needs to change from the traditional model


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