Bessan Ismail has built a digital presence that is instantly recognisable. Whether through music, fashion or the way she shares moments with her audience online, there’s a sense of ease and personality that has made her one of the region’s most followed creators. Her latest collaboration with SHEIN leans into that same energy, with an Eid Al Adha collection shaped around different moods and moments of celebration, from relaxed daytime dressing to more elevated evening looks.
Eid fashion can sometimes feel very expected. What did you want this collection to say about the way women in the region dress today?
I believe women in the region today are approaching Eid fashion very differently they want pieces that feel elegant and festive, but also effortless, versatile, and true to their personality That’s exactly what made this collaboration with SHEIN feel so authentic to me, because the collection reflects how girls actually dress and express themselves today.
What I loved most is that SHEIN didn’t approach Eid fashion in a traditional or expected way the collection feels modern, expressive, and emotionally connected to real Eid moments Each style direction captures a different mood throughout the day, from softer daytime gatherings to more refined evening celebrations.
For me, the beauty of the collection is that it allows girls to feel confident, comfortable, and expressive while still keeping that elevated festive spirit that makes Eid fashion so special.
The campaign is built around transitions throughout the day. Was there a particular moment of Eid that you connected with most personally?
Growing up, that was the moment everyone in my family would get ready again for dinner and gatherings, and the whole atmosphere would suddenly feel more elegant and exciting That’s why I connected so much with the collection, because it beautifully captures that transition from relaxed daytime moments into more elevated evening celebrations.
It felt very personal to me because it reflects the way I experience Eid with my family and loved ones.
Which of the four style directions feels the most “you” and why?
Quiet Luxury from the SHEIN collection felt the most “me” because I love pieces that feel effortless and expressive at the same time. I love how this direction within the Eid Al Adha collection focuses on clean lines, neutral tones, and understated elegance. At the same time, I see parts of myself in the Soft Feminine because I enjoy softer silhouettes and more emotional styling depending on my mood.
That balance between simplicity, femininity, and confidence is what made the collection feel very authentic and personal to me.
You have a very expressive personal style online. How involved were you creatively in shaping the mood and visual identity of the collection?
Styling and creative direction were led by the SHEIN team, but what made me immediately connect with the project was how naturally the collection reflected my personal style. I loved how the collection balanced elegance, femininity, comfort, and confidence across different moments of Eid.
It genuinely felt like a collaboration that reflected both the SHEIN vision and my own style identity naturally.
What were some things you absolutely wanted the collection to avoid? Were there any fashion clichés you stayed away from?
What I loved about the collection is that it approached Eid fashion in a much more effortless and contemporary way. The collection feels wearable and expressive while still keeping the elegance and emotion associated with Eid . I think modern girls want pieces they can style in their own way, and that’s something the collection really captured beautifully.
Do you enjoy experimenting with different fashion personalities depending on your mood?
Yes, absolutely. I always enjoy experimenting with different fashion styles depending on my mood, and what attracts me the most are colors, especially pink, along with sparkling details. I also love drawing inspiration from 80s and 90s fashion, and I feel that a large part of my style is inspired by Barbie’s feminine, playful, and energetic aesthetic.
Modest fashion has evolved so much in recent years. What do you think women are looking for now when it comes to occasion dressing?
I believe that women today are increasingly looking to express confidence and joy through their fashion choices, because every woman loves to showcase her personality in her own unique way.
Some women are drawn to soft, cheerful, and optimistic styles, while others prefer bold, eye-catching, and statement looks. In the end, what truly matters is that every woman feels comfortable, confident, and true to herself.
Social media moves so quickly and trends change overnight. How do you maintain your own identity and style within that space?
I always try to stay up to date with fashion and follow the latest trends, but for me, the most important thing is to keep my personality visible in every outfit I wear. I also like my choices to be age-appropriate and to genuinely reflect who I am, and this is something I have always maintained no matter how quickly trends change.
Was there one look from the collection that instantly felt special?
All the looks felt close to me and reflected different sides of my personality, but the collection I felt most connected to was the Quite Luxury. I loved its feminine details and the soft energy it gave, and I felt that it reflected a big part of my style and personality.
Eid is deeply emotional and nostalgic for many people. Are there any memories, traditions or family rituals that shape how you dress for the occasion?
Yes, absolutely. Every Eid, the whole family gathers under one roof, and that is the main feeling I associate with Eid. It’s a time filled with warmth, joy, and togetherness, and that naturally influences how I choose to dress for the occasion.
I usually gravitate toward light and cheerful colors such as white and pink because I feel they reflect the beautiful energy of Eid while also giving me a sense of freshness, happiness, and celebration.
If you had to soundtrack each of the four collection moods with a song or vibe, what would they be?
I felt that each direction within the collection carried a different energy, almost as if it expressed a specific song or musical emotion.
Some looks gave me a sense of strength and challenge, similar to the atmosphere of the song “Al Harbeen,” while others felt soft, dreamy, and almost princess-like.
Certain styles reflected boldness and confidence, much like the song “Najma,” while others carried a feeling of romance and love, similar to the mood of “Khtaya.” That is why I felt the entire collection was filled with emotions and beautiful energy in a way that felt very close to me personally.
What does confidence in clothing mean to you personally?
For me, clothing is not just about appearance, it is something that can change your feelings, energy, and even the way you interact with people.
Sometimes it brings joy, and other times it gives you strength or a different kind of confidence. I remember that in one of the video clips, the moment I wore the outfit, I instantly felt like I was living the character of a princess.
That is why I truly believe that clothing has a strong impact on a person’s self-confidence and on the way they express their personality.
What do you hope girls watching this campaign feel when they see you wearing these pieces?
I hope that every girl who watches this campaign feels that elegance is not tied to just one style, but rather to the way a person expresses her personality and confidence.
I also hope she feels joy ,femininity and realizes that she can be modern and elegant in her own unique way without losing her comfort or authenticity.
Looking ahead, are there any other creative spaces you’d love to explore beyond music and fashion?
Yes, absolutely. I always enjoy exploring new things that involve creativity and personal expression.
I feel very connected to the world of beauty and design, and I am also interested in exploring acting and visual content creation more deeply, because I love transforming emotions and ideas into visuals and energy that people can truly feel.
Finally, describe your ideal Eid celebration in three words?
Family, joy, and beautiful memories.
