Model Rawdah Mohamed has partnered with Danish fine jewelry house Kinraden for a new social media advertising campaign. The Somali-Norwegian model, one of the fashion industry's most recognizable hijab-wearing figures, appeared in an Instagram advertisement for the Copenhagen-based brand, showcasing its sculptural jewelry designs while wearing a flowing dress by Chats by C.Dam.
Campaign Highlights Minimalist and Sustainable Design
The campaign underscores Kinraden's minimalist aesthetic, which blends architectural influences with a strong commitment to sustainability. Founded by Danish architect Sarah Emilie Mullertz, the brand creates handcrafted jewelry from recycled gold and sterling silver, along with sustainably sourced Mpingo blackwood. The company describes its designs as “wearable works of art” that balance beauty, craftsmanship, and environmental responsibility.
Mohamed's Growing Influence in Luxury Fashion
Mohamed's involvement reflects her rising prominence in the luxury fashion world. Born in Somalia and raised in Norway, she has built a career spanning runway appearances, editorial shoots, and campaigns for leading international brands. Over recent years, she has worked with labels including Dolce & Gabbana, Boss, H&M, and Roberto Cavalli, and has become a familiar presence at events such as the Cannes Film Festival. She previously told Arab News that she “sort of stumbled into modeling” after initially studying behavioral analysis and healthcare before entering fashion.
Kinraden's Ethical Production Approach
The collaboration with Kinraden comes amid growing demand for luxury brands that combine contemporary design with ethical production. Founded in 2014, the jewelry house has built a reputation around circular production methods and recycled materials, earning recognition for its sustainable approach to fine jewelry. The brand's use of recycled gold and sterling silver, alongside responsibly sourced wood, aligns with increasing consumer interest in environmentally conscious luxury.
Mohamed's Runway and Red Carpet Presence
In 2024, Mohamed walked the Roberto Cavalli show in Dubai, wearing an all-black three-piece suit consisting of a structured blazer, a fitted vest, and wide-legged trousers, all crafted from subtly textured fabric. The outfit was completed with a dramatic, wide-brimmed black hat styled over a black hijab. “A privilege to walk the runway of @roberto_cavalli show. Sublime collection,” she later wrote on Instagram. She has also been frequently spotted on the red carpet at the Cannes Film Festival.
