Style Academy
A back-to-school campaign with Tommy Jeans that reversed the classroom, casting Gen Z as the teachers and adults as the students. Shot bilingually in a UAE school with real local Gen Z cast rather than models, fronted by comedian Mohammed Kindy and creator Dania Fawaz, and rolled out across Namshi's app, email, Instagram, TikTok and YouTube with a shoppable landing page.
- The brief
- Gen Z shoppers in the Middle East heading back to school, who set trends and do not wait for permission.
- The idea
- Namshi and Tommy Jeans flipped the classroom: real UAE Gen Z teach style to adults, with Mohammed Kindy and Dania Fawaz, shot bilingually and shoppable across the app, email and social.
- What to borrow
- Reversing who teaches whom flatters a young audience and lets a retailer show the clothes on the people it is selling to.
| Brand | Namshi |
|---|---|
| Agency | Not named on the source |
| Talent | Dania Fawaz, Mohammed Kindy |
| Channels | digital, social |
| Source | Campaign Middle East |
Case studies like this
Campaigns from other brands that did something close, matched on what each one actually did.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Hackett London | Khalak Asli (Stay Original)Influencer · 17 Aug 2023 | Influencer | – | 17 Aug 2023 |
| talabat | Back to the JuggleIntegrated campaign · 27 Aug 2025 | Integrated campaign | Memac Ogilvy | 27 Aug 2025 |
| Ooredoo | Good to be BackIntegrated campaign · 24 Aug 2026 | Integrated campaign | – | 24 Aug 2026 |
| Jahez | National Holidays campaignFestive · 13 Mar 2025 | Festive | – | 13 Mar 2025 |
| Choithrams | End Hunger with GoodnessPurpose · 4 Sep 2025 | Purpose | – | 4 Sep 2025 |
| Almarai | شرب الحليب.. سر اللبيب (Milk every day, is the smart way)Digital/social · 16 Jan 2024 | Digital/social | – | 16 Jan 2024 |
What other e-commerce & retail brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Mitsubishi | Back to School with Mitsubishi7 Sep 2026 | – | – | 7 Sep 2026 |
| Qatar Duty Free | Toblerone Crystal Bar auction for Education Above AllExperiential · 14 Aug 2026 | Experiential | – | 14 Aug 2026 |
| Nesto Hypermarket | Free Kick - The Biggest Electronics Offer FestSponsorship activation · 2 Aug 2026 | Sponsorship activation | – | 2 Aug 2026 |
| talabat | talabat Creator HackathonInfluencer · 27 Jul 2026 | Influencer | – | 27 Jul 2026 |
| Bayut | Proud of the UAEPurpose · 5 Jun 2026 | Purpose | – | 5 Jun 2026 |
| Ounass | Ounass StageExperiential · 28 May 2026 | Experiential | – | 28 May 2026 |
| Bayut | Your home is a TruBroker awayIntegrated campaign · 22 May 2026 | Integrated campaign | – | 22 May 2026 |
| Cenomi Centers | Cenomi Plus nationwide in-mall activationExperiential · 11 May 2026 | Experiential | – | 11 May 2026 |
More from Namshi
| Campaign | Type | Agency | Date |
|---|---|---|---|
| #YouthOfTheFutureDigital/social · 25 Sep 2023 | Digital/social | – | 25 Sep 2023 |