In Her Own Light: Tiffany & Co.’s Saudi National Day Portraits

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Against the earthen walls and shifting light of historic Diriyah, Tiffany & Co. marks Saudi National Day with a new campaign featured by Vogue Arabia. Bringing together Her Royal Highness Princess Deemah bint Mansour bin Saud Al Saud, journalist and television presenter Weam Al Dakheel, and rally driver Mashael Al Obaiden, the film presents three distinct portraits of Saudi ambition, individuality and achievement.

Spanning fashion, media and motorsport, their careers could hardly be more different. Yet each woman has helped expand the space available to Saudi women in public and professional life.

Rather than presenting a single definition of success, the film focuses on individuality. Each woman appears on her own terms, with a distinct pace, presence and story.

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Three women, three expressions of ambition

Princess Deemah, founder of Personage and a board member of the Fashion Association, has contributed to the development of Saudi Arabia’s fashion and creative sectors. Her perspective centres on the idea that true presence is measured not by immediate attention, but by the impression a person leaves behind.

For Princess Deemah, identity is not fixed. It continues to develop as a person grows, while remaining the quality that makes them recognisably themselves.

Weam Al Dakheel’s story is defined by the importance of beginnings — including the ones whose significance becomes clear only later.

Her career has included roles at CNBC Arabia and Al-Arab News Channel. In 2018, she became the first Saudi woman to present the main evening news bulletin on Saudi TV, turning what began as a personal professional step into a milestone for women in the Kingdom’s media industry.

Her journey also reflects the wider impact of being the first. One person may take the initial step, but the path created by that moment can remain open for many others.

For Mashael Al Obaiden, that path leads through rally stages, speed and competition. She became the first Saudi woman to receive a rally driving licence and went on to compete internationally, including in the Dakar Rally. She also secured a podium finish at the Hail International Rally.

Her career has been built through persistence and a willingness to enter demanding spaces with confidence. In the campaign, her energy provides a striking contrast to the worlds of fashion and broadcasting, while reinforcing the shared sense of determination connecting all three women.

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A Saudi perspective behind the camera

The campaign was directed by Saudi artist and filmmaker Hayat Osamah, who approached each portrait individually rather than placing the women within a single visual formula.

Architecture, reflections, light and movement create continuity between their stories, but their personalities determine the rhythm of each scene. The result is a film that feels cohesive without making its subjects appear interchangeable.

“I wanted to show Saudi women as individuals, each with her own presence, personality and story,” Osamah explains.

That intention can be seen in the balance between structured compositions and quieter, more intimate details. The women remain connected to the setting, but the location never overpowers them. Diriyah becomes part of their stories rather than simply a recognisable background.

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Why Diriyah matters

The campaign was filmed at Shamalat, a creative space established by Saudi artist Maha Malluh inside a restored traditional mud house in Diriyah.

Its combination of original architecture and contemporary creative elements mirrors the wider dialogue at the centre of the campaign: Saudi heritage remains present, while new ambitions, industries and forms of expression continue to emerge around it.

For Osamah, Diriyah offered a natural meeting point between history and the present. Shamalat’s textures, architecture and light allowed the team to create an intimate visual world while preserving the character of the location.

The fact that the space was founded by a Saudi woman artist brought another layer of meaning to a campaign focused on women building, creating and leading within the Kingdom.

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Jewellery as part of the portrait

The Tiffany & Co. pieces selected for the campaign do more than complete each look. Their forms reflect the character and energy of the women wearing them.

Princess Deemah wears Bird on a Rock, the house’s celebrated Jean Schlumberger design, newly interpreted by Tiffany & Co. Chief Artistic Officer Nathalie Verdeille. Its sculptural wings draw inspiration from a bird in flight, echoing ideas of individuality and evolution.

Weam Al Dakheel appears in Bird and Wings Fine Jewellery alongside Sixteen Stone by Tiffany. The pieces complement a story shaped by visibility, communication and the importance of taking a first step.

Mashael Al Obaiden wears Tiffany HardWear. Defined by bold links and strong sculptural lines, the collection reflects the energy, confidence and resilience associated with her career in motorsport.

Each jewellery selection creates a different visual language, allowing the campaign to move between elegance, movement and strength without losing its sense of unity.

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A portrait of a Kingdom in motion

Tiffany & Co.’s Saudi National Day campaign does not reduce progress to a single profession, personality or achievement.

Princess Deemah, Weam Al Dakheel and Mashael Al Obaiden represent three different ways of shaping contemporary Saudi Arabia: by developing its creative industries, changing who is seen and heard in its media, and entering competitive arenas once largely closed to women.

Filmed in a place where Saudi history and contemporary creativity meet, their portraits look towards the future without separating it from the past.

The campaign’s most compelling message lies in that balance. These women are connected by the changes taking place across the Kingdom, but they are not presented as versions of the same story. Each has her own voice, her own achievements and her own way of moving forward.

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