The Congolese rapper and former Sexion d'Assaut leader goes to Dubai for Farah Alameh directed video for Sentimental
When Sarah Keyrouz was approached about styling the latest music video of one of the most successful rappers in France and abroad, she immediately thought about a brand she knew from the movies. The director Farah Alameh was thinking about shooting Sentimental – a song about the emotional struggle of being deeply attached to someone, even when the relationship is difficult and causes pain – at a certain desert arena in Dubai.
The Dubai/Beirut-based stylist and image consultant had to come with a novel and convincing approach for Gims, whose image in the arena scene had to convey a royal, even regal, posture.
"We were shooting in the desert, so I almost instantly remembered about the DEMOBAZA costumes in the Dune movie – something like this might be relevant in our project too."
Having previous worked with the producer of the video and the Denis Villeneuve’s blockbuster for a capsule collection, DEMOBAZA was the right fit for the concept or reinventing Gims for Sentimental. Keyrouz picked several items from the previous collection, that were styled on the singer and his partner in the video – middle-eastern model, dancer and Crazy Horse regular Yousra Mohsen.
The raw beauty of the desert has been a recurrent theme on DEMOBAZA’s vision board through the years. Furthermore, the team has flown near and far to shoot the collection’s lookbooks and runway videos in places like Namibia, Mongolia, Dubai, The Canary Islands and South Africa. Others like Chelsea have styled them in the brand offerings while trekking the Yemeni island of Socotra in the Indian ocean.
Other popular music stars spotted wearing the brand through the years have been Jisoo, Black Pink, Beyoncé, Janet Jackson, Grimes on multiple occasions, Kehlani, Tinashe, Ludmilla, Katy Perry, Gary Numan, Kate Von D, Justin Bieber and many more.
DEMOBAZA AW25 Kinetics collection is available online and in stores. Check the lookbook here.
Don’t forget to browse our current winter sale campaign, where you can shop all previous collections with up to 40% off with the automatic CODE40 at checkout.
