'What a star': Lebanese designer Eli Mizrahi enlists Kate Moss for powerful shoot in Al Ula

Mizrahi chose to set the first campaign for his brand, Monot, at Saudi Arabia’s Unesco-listed site

Kate Moss poses in Al Ula for Monot’s new campaign. Monot / Instagram

For the debut fashion campaign for his emerging label, Eli Mizrahi has set the bar high.

The Lebanese designer, who established Monot last year, not only enlisted an impressive roster of supermodels for the shoot, but flew them across the world to Saudi Arabia.

The campaign, which was unveiled on Monday, July 6, is set in the kingdom’s Al Ula, the spectacular Unesco World Heritage Site renowned for its sandstone carvings and other archaeological remains.

Mizrahi, whose first collection made its debut at Paris Fashion Week in March, roped in A-list names, including Kate Moss, for the occasion.

The British model is joined in the campaign by South African Victoria’s Secret Angel Candice Swanepoel, fellow British model Jourdan Dunn, American model and actress Amber Valletta, Chinese catwalker Xiao Wen Ju, Italian model Mariacarla Boscono and British-Sudanese model Alek Wek.

"Bringing to life the first-ever Monot campaign was a collaborative creative effort," says the designer, whose label is headquartered in New York, as he released the images on social media.

“Kate the Great, you showed me just what a star you are. You trusted me and jumped blindly into this project. You gave it your heart and soul and you were the keystone to making this campaign a success.”

The designer paid tribute to the shoot's other models, saying they "embody the inclusive cross-cultural swath of empowered women that Monot wants to dress".

“Thank you for flying in from all over the world to be part of this passion project.”

The campaign was captured by photographic duo Luigi and Iango, who have worked with the likes of Vogue Japan and Chanel beauty.

Carine Roitfeld, the former editor-in-chief of Vogue Paris, also acted as fashion director for the autumn / winter 2020-21 campaign.

“Last but not least, I want to thank myself for going against the expected,” Mizrahi said in his Instagram post. “For the drive and passion that I dedicated to this project. And above all, I want to thank myself for not giving up on my dreams.

"It's moments like these, when everyone thinks I'm crazy, that I push even harder. I always welcome a challenge. As my father always said: 'Follow your dreams and you will never lose sight of your goals'."

Monot's first ready-to-wear collection was inspired by artist Lucio Fontana and architect Eero Saarinen, the designer told WWD earlier this year.

The brand has already been worn by Zendaya, Lizzo and Demi Moore.