Lebanese entertainer Maya Diab has become the new face of Splash Fashions, marking a strategic collaboration that brings the singer’s daring aesthetic to one of the Middle East’s largest high-street retailers.
In a high-profile partnership announced this season, Maya Diab — known for her career in music, television and fashion — headlines Splash’s seasonal campaign. The collaboration positions Diab as both ambassador and creative figurehead for the retailer’s latest collections, marrying celebrity influence with mass-market accessibility.
Background: A natural fit
Maya Diab’s public persona has long combined musical success with bold fashion choices. From her early years with The 4 Cats to a solo career that spans music, television and red-carpet moments, Diab’s style is widely regarded as fearless and trend-forward. That reputation makes her an effective bridge between aspirational celebrity style and everyday retail offerings.
The campaign and its visual story
Early campaign images and promotional material emphasise transitional dressing — layering, textured fabrics and wearable statements designed for regional climates. The visual direction pairs Diab’s glamour with looks that are accessible to Splash’s broad customer base, aiming to translate star power into sales while keeping styling grounded.
Campaign highlights
| Element | Detail |
|---|---|
| Role | Brand ambassador and face of Splash seasonal campaign |
| Collection focus | Transitional layers, textures, and bold everyday statements |
| Launch markets | UAE, Saudi Arabia, Lebanon and wider GCC roll-out |
| Channels | In-store displays, digital campaign, social rollout featuring Maya |
Why the partnership matters
For Splash, the collaboration amplifies the retailer’s visibility among Arabic-speaking audiences and younger shoppers who follow celebrity-driven fashion trends. For Maya Diab, the role extends her public profile into fashion leadership, reinforcing a multi-faceted brand identity beyond music and television. For the regional market, the tie-up signals continuing convergence between celebrity influence and mainstream retail strategies.
Opportunities and challenges
The collaboration offers opportunities for capsule collections, signature edits and content-driven commerce that leverage Diab’s social reach. At the same time, the brand must balance authenticity with commercial goals — ensuring that the partnership feels organic rather than purely transactional. Consumer reception will depend on the brand’s ability to translate the aspirational elements of the campaign into inclusive, wearable pieces.
What to watch next
Watch for whether Maya will expand her role (creative input, capsule designs) and how Splash measures campaign success across key markets. Further indicators will include engagement metrics on digital platforms, sell-through rates for highlighted pieces, and any follow-up seasonal collections that bear Diab’s creative signature.
Author: Behind Celeb Editorial
Published: 23-10-2025
