Dubai: Bvlgari marked Emirati Women’s Day 2026 with a new storytelling campaign celebrating the strength, resilience and wisdom passed between generations of Emirati women.
At the centre of the initiative is The Girl I Needed, an original short film created in partnership with Butheina Kazim, founder of Cinema Akil, and produced with Studio HARAKA. Written and directed by Taqwa Bint Ali, the film follows its protagonist, Mariam, from childhood into adulthood, exploring themes of identity, belonging and self-discovery.
Rather than portraying empowerment as a single achievement, the film presents it as an evolving journey shaped by courage, vulnerability and the influence of the women who come before. Mothers, grandmothers, mentors and daughters become part of a wider narrative around the values and experiences carried from one generation to another.
The campaign was aligned with the 2026 Emirati Women’s Day theme, ‘Together, We Rise Stronger and Better’, announced by Her Highness Sheikha Fatima bint Mubarak, Mother of the Nation.
Bvlgari has marked Emirati Women’s Day through dedicated storytelling initiatives for more than six years, using the occasion to highlight women’s achievements while strengthening its connection with the cultural heritage of the UAE.
The latest film brings together a predominantly regional creative team, with Butheina Kazim as Executive Producer, Osama Mutasem as Producer, Anas Alkassim as Director of Photography and Mariam Shamma in the lead role.
Through The Girl I Needed, Bvlgari extends its regional brand storytelling beyond jewellery itself, positioning the Maison around themes of heritage, identity, female strength and cultural continuity.