In 2024, Boucheron celebrates 20 years of its icon, Quatre. For the occasion, Boucheron x “quatre family” features the “It” Girlies of the Middle East in the campaign. While it all started in 2004 with a ring, Quatre – composed of four patterns from the Boucheron archives and three colours of gold – has since become Maison’s jewellery icon.
Boucheron Quatre
And because an anniversary wouldn’t be an anniversary without some surprises, Boucheron has a few lined up throughout the year— a new campaign, new creations, new faces and even new places to celebrate Quatre’s landmark birthday.
To give this celebration an even stronger resonance in the Middle East, the Maison has gathered, for the first time, a group of four talented women as diverse as they are complementary: the “Quatre Family.” We call it ” “It” Girlies of the Middle East. Boucheron gives voice to the “quatre family” with Amina Muaddi, Dana Hourani, Dilan Çiçek Deniz & Boucheron’s brand ambassador Mila Al Zahrani.
“2024 marks the 20th anniversary of the Quatre collection, so it felt natural to celebrate this milestone surrounded by people who resonate with our ethos. We are proud that this iconic collection is being represented by such inspiring women. Individually, they are fearlessly pushing boundaries within their respective industries. As a group, they are the embodiment of the values of strength and protection, inherent to Quatre and stand as a testament to the diversity and boundless creativity of women of the Middle East.”
Helene Poulit-Dusquene, CEO of the Maison.
These four creative voices come from four different parts of the region. Throughout the year, they will represent this iconic collection in the Middle East and showcase its versatility. Because Quatre is a fusion of different colours, materials, and aesthetics, it’s an invitation for individuals to experiment, mix, and stack with their unique style.
“It” Girlies of the Middle East
Amina Muaddi: Amina Muaddi’s journey to becoming a celebrated accessories designer is as inspiring as her creations. Her Jordanian Romanian background influences her designs, infusing them with a sense of global sophistication. After her first career as a stylist for the Condé Nast press group, she honed her craft working as a shoe designer with renowned fashion houses. In 2018 she took the industry by storm with the launch of her eponymous label, introducing a new aesthetic to the classic heel market. She encourages female empowerment and pushes women to pursue leadership and creative positions. In 2023, she received The Neiman Marcus Award for Innovation in the Field of Fashion. Amina Muaddi’s meteoric rise in the luxury fashion world serves as a testament to her talent, dedication, and unique vision.
Dana Hourani: Dana Hourani is a Lebanese pop artist, songwriter and musical force. She seamlessly blends Western influences with her Middle Eastern heritage, crafting a sound that is distinctive yet recognizable. Dana began developing her musical abilities on her own at the age of 12, writing and performing songs in private. This journey led to her debut single in 2018, followed by her first album “ENSANEIN” in 2021. Since then Dana has been releasing music in a series of captivating singles such as “IshAllah Kheir” and “Saber” leading towards her sophomore album. Dana fearlessly stands out, and her willingness to break the mould has inspired countless others along the way.
Dilan Çiçek Deniz: Dilan Çiçek Deniz’s journey embodies the power of self-expression. Born in Turkey, she soon developed a passion for literature, to the point of writing her poetry book at age 15. After her theatre education and a few years of modelling, she played the leading roles in successful TV productions Pretty Little Liars, Bodrum Fairytale, The Pit and Flames of Fate. The series “Interrupted” broadcasted on Blu TV was also very successful on a global level. Dilan also received awards for her performance in One-Way to Tomorrow the first Netflix original film in Turkey. Dilan’s multifaceted talents and magnetic presence are an encouragement for everyone to express themselves freely.
Mila Al Zahrani: As Boucheron’s brand ambassador since 2022, Mila Al Zahrani has led the charge in Middle Eastern cinema, blazing trails for a new generation of artists in Saudi Arabia. Mila started her artistic career in 2017 and has starred in multiple successful TV shows and movies ‘Boxing Girls’, ‘The Fate’ and ‘Cello.’. She was nominated at the Venice Film Festival for her role in the movie ‘The Perfect Candidate.’ Her bold career choices and advocacy for women’s empowerment resonate deeply with Maison’s values, making her an inspiring and audacious spirit.
Stay updated on fashion, lifestyle and culture by following us on Instagram @stylecartel and TikTok @stylecartelmedia. Plus sign up for our newsletter to get the latest drops in your inbox.
