4 days ago
Maison de RA turns ‘identity' into main fashion accessory in campaign
Maison de RA launched a new brand campaign and pop-up activation at Flat12, is a reminder that when fashion listens – really listens – it can tell stories that feel personal.
The campaign was brought to life by Untitled Co. in collaboration with The Offsite Studio, reimagines Maison de RA not just as a fashion label, but as a personal archive – a space that holds unspoken histories and layered emotions.
'The creative vision was inspired by the emotional intersection of memory, identity, and womanhood. The brand message is: You are the sum of all the women you've ever been. This narrative was visualised as a nostalgic, dreamlike space – a Maison – where every corner reflects fragments of her essence, told through textures, scents, and the intimate rituals of getting ready,' says Aisha Al Tamimi, Creative Managing Director and Founder at Untitled Co.
The activation was designed to explore memory, identity, and womanhood through an immersive, tactile space. It focused on driving brand awareness and footfall, while inviting a deeper emotional connection with the RA identity. Unlike fast-paced fashion moments built for social media, this one invited a slower, more personal experience.
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Tapping into emotional memory and audience insight
The activation centred around the idea that 'you are the sum of all the women you've ever been' – a sentiment echoed throughout the pop-up's design and storytelling. Every detail, from lighting to scent, was intended to evoke fragments of a lived or imagined past.
The campaign was targeted towards GCC-based women aged 22–40, especially those who appreciate fashion as self-expression, emotional depth, and nostalgia. According to Tamimi the target audiences are confident, culturally rooted, and drawn to brands that reflect their complexity.
'We imagined the RA woman as someone who carries the echoes of her past with her – even those she's never truly lived,' says Tamimi.
She adds, 'Our research showed that women often associate clothing with deeply personal memories – a perfume with a past self, a lipstick with a turning point, a mirror with self-recognition. We also found that Arab women, in particular, carry strong multi-generational identities – between mother, daughter, friend, and stranger – all of which informed the tone and visual direction of the campaign.'
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A brand space shaped by regional codes
What made the execution stand out was how carefully it leaned into regional nuance. Rather than applying a broad or generic aesthetic, the team built the experience around elements that hold cultural weight and emotional value.
Tailored for a regional audience, the campaign used Emirati Arabic in its script and drew on distinctly Arab aesthetic codes, from set design to styling choices. The narrative honored Arab femininity and memory – weaving together perfume, mirrors, lipstick, and clothing rituals that are distinctly relevant in the region.
Maison de RA was a place to slow down and feel seen
'Our job was to create a space that felt emotionally familiar without being overly literal. The message: RA is more than a fashion label; it's a space that holds personal history, even if it's unspoken,' says Raoul Daou, Co-Founder of The Offsite Studio. 'From aged mirrors to layered textiles, the space whispered stories rather than shouting them – it was less of a display and more of a lived-in dream.'
Visitors were encouraged not just to browse, but to linger. 'One thing that stood out was how long people stayed. A lot of fashion activations are built for quick interactions — this wasn't. People slowed down. Some stayed half an hour just walking through or sitting in certain areas. That was intentional. We kept the materials tactile, the lighting soft, and the layout intuitive so the space invited a slower pace. That helped make the activation feel more personal and less like a set,' Daou notes.
'The cinematic storytelling, Emirati dialect voiceover, and poetic visuals resonated deeply. Visitors to the pop-up described the space as 'feeling like home' or 'a dream they once had.' Organic shares on Instagram and story reposts showcased audience attachment, often accompanied by captions like 'this is me',' comments Tamimi.
The result resonated. Instagram engagement more than doubled compared to previous campaigns, and during launch week, the brand received over 50 daily DMs and tags, many referencing how 'seen' or 'represented' the space made them feel.
The response showed how powerful localisation can be when paired with creativity and emotional intelligence.
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