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Jamila Awad stars in an Armani Beauty campaign, showcasing Si Passione Intense fragrance with passion.
The latest advertising campaign for Armani Beauty's scent Si Passione Intense features Egyptian actress Jamila Awad. In the commercial images and videos, which were shot by French director Woodkid, the actress was shown carrying the perfume bottle while dressed in a black suit.
In a statement that was released publicly, Awad explained the partnership and the campaign's main idea. Her performance as Hania playing the role of a disturbed adolescent struggling with addiction in the 2015 television series "Taht El Saytara" ("Under Control") pushed Awad to stardom. Following her initial breakthrough, she starred in several successful films and television series, including the 2016 smash "Hepta: The Last Lecture" and the 2017 drama series "La Totfe' Al Shams," which pushed her to the status of one of Egypt's rising stars.
She stated that Si Passione Intense is not just a fragrance but a reminder to embrace what ignites one's passion and live boldly. Awad is not the only Arab celebrity to work with Armani Beauty, an Italian brand. In February, the brand announced Andria Tayeh, a Lebanese-Jordanian actress, as its new Middle East beauty ambassador. Tayeh, recognized for her roles in Kurdwin Ayub’s Mond and Netflix's Al Rawabi School for Girls, shared her excitement on Instagram, expressing her honor in joining Armani Beauty.
Tayeh described this partnership as a significant milestone, highlighting that the brand reflects values that she deeply admires with the timeless elegance, dramatic simplicity, and women’s empowerment. Tayeh emphasized that Armani Beauty reveals one's charismatic personality in a subtle and natural way, and she hopes to bring this same impactful simplicity to the Arab cinema world.
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