The Resilience Issue [Emirates Woman Magazine]

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I wanted to highlight the desert as a quiet force in western Asian identity. The sand represents strength and resilience by nature, and thus highlighting the resilience issue for Emirates Woman. The natural sand dunes of Glamis were meant to resemble vast deserts in the UAE. Strong, present, and bold.

Roles & Responsibilities

Art Direction, On-Site Direction, Location Scouting, Production Coordination

Objective

Launched in March 2025 as The Resilience Issue, this editorial feature for Emirates Woman spotlighted Durana Elmi, Afghan American Co-Founder and Chief Creative Officer of Cymbiotika. Centered around the theme of "Grit and Grace," the story celebrated her journey as a founder who forged her own path, building a nationally recognized wellness brand while navigating and overcoming expectations placed upon her. The creative direction aimed to capture the balance between strength and elegance, reflecting both the resilience behind her success and the grace with which she leads.

Creative Approach

I worked to ensure the visual environment and on-set direction supported themes of resilience, duality, and femininity throughout the shoot. A powerhouse of strength, resilience and determination, yet she retains a femininity we have long admired. Elmi’s journey is a testament to the art of resilience – grace under pressure, strength in adversity, and an unwavering commitment to making a difference. The stance was an intentional decision to portray strength or a “power pose.” I intentionally chose the Glamis San Dunes in California to mirror the UAE landscape, reinforcing the narrative of The Resilience Issue.