Mwaz

Curating a new way of thinking about style through a unique immersive experience

MWAZ is a new luxury retail concept in Riyadh that’s tuned to global fashion culture. It is part of the highly ambitious VIA Riyadh complex, where the world’s most exclusive brands, restaurants, and a state-of-the-art entertainment centre can all be found.Home to some of the world’s most exciting designers, MWAZ takes fashion-forward consumers on a journey of style that that captivatingly melds fashion with the arts, technology and entertainment.

MWAZ specialises in contemporary luxury, high-end streetwear, and eveningwear, with designers such as Alex Perry, Aries, Azzi & Osta, Coperni, David Koma, Dion Lee, Huishan Zhang, Isabel marant, Khaite, Rosie Assoulin, and Wardrobe NYC.SUM was approached to create a Content Strategy for the launch of MWAZ, as well as managing their Social and Digital.

The shoots directed and managed by SUM have been planned with the aim of producing captivating content for the launch campaign and for social.A key objective has been for MWAZ to earn an immediate sense of international fashion credibility, and in that light, SUM arranged for the launch campaign to feature US model Grace Elizabeth.

A model in a black feathered dress against a red and teal light wash.
A model in an orange sleeveless top, the frame streaked with motion blur.
A model in a white off-the-shoulder gown against a burning orange disc.
The MWAZ campaign running across the screens of the VIA Riyadh complex.
A MWAZ billboard down the side of a tower at night, lit against the city.
A purple satin slingback heel on a purple ground.
A model in a full orange gown against a dark ground, lit from behind.
A model in a white bustier and wide trousers among streaks of coloured light.
A model in a studded black dress and cuffs against an iridescent backdrop.
MWAZ social posts and stories laid out across angled phone screens.
The MWAZ store interior, a lit corridor of rails under a mirrored ceiling.

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