The Jordan Tourism Board has joined forces with online fashion retailer SHEIN, using the destination as a stunning backdrop for SHEIN’s spring collections. Working together the brands took over models to five of country’s hotspots including the iconic sites of Petra and Wadi Rum, the upcoming city of Amman and fast developing Aqaba as well as the therapeutic Dead Sea. The team captured photos of SHEIN’s latest collections featuring activewear, al fresco city outfits and romantic outfits for those date nights.
The content will be seen across SHEIN website and are also being shared during Love Island ad breaks, showcasing the collection and destination to key audience. It is the first time the Jordan Tourism Board have partnered with a fashion brand to bring the destination to life. The collection of images with be live on the SHEIN website, aimed at attracting more youth audiences to Jordan.
The project follows on from the launch of low-cost flights to the country, with EasyJet and Wizz Air. The routes into Aqaba (EasyJet) and the newly launched (Dec 2022) into Amman (Wizz Air) join flights from British Airways and Royal Jordanian, making access into the region all year round even easier and great value.
Pairing fashion & destination
Each location and look was chosen to reflect what the destination has to offer, and how to rock the best looks for each iconic spot:
Petra
With its soaring walls and ancient colonnades, Petra is the jewel in Jordan’s crown. Around short distance from Amman and a day trip from Aqaba, this UNESCO World Heritage Site offers incredible vistas and dramatic backdrops at every turn, making it perfect for a photoshoot. Everyone who comes to Petra wants a selfie at this world recognised landmark, and SHEIN’s looks in this hotspot are ideal for the traveller looking to explore Jordan’s gem.
Wadi Rum
Untouched and unspoiled, Wadi Rum provides an amazing backdrop for countless adventures. Shaped by the weather and winds which have carved towering skyscrapers into the rock, this vast desert is the setting for once-in-a-lifetime experiences. SHEIN’s activewear collection is designed for those heading to Wadi Rum whether they are hikers, climbers or heading for a hot air balloon ride over this awe-inspiring landscape.
Amman
The upcoming capital of Jordan, is an absolute treasure trove of incredible cuisine. Here, you can find high end restaurants, bustling cafes and a hugely diverse range of tempting street food options all over the city. The SHEIN models showcased their latest looks on Rainbow Street and at Al-Madina Al-Monawara Street, ideal spots to absorb the bustling restaurant scene.
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