In her work, Laila El Mehelmy (Jeddah, Saudi Arabia, 1992) tackles her Saudi origins and reflects on heritage – with a focus on the country’s tradition and its shifting social patterns in the face of our current society. For Modern Bedouin, she explores what the modern Saudi woman looks like. No longer the victim of society but a prominent contributor, El Mehelmy presents the Saudi woman as a contributor to evolving social norms. To generate buzz around her upcoming jewellery collection, El Mehelmy started a guerrilla marketing campaign at Het Hem where performers wore three Niqabs made of reflective fabrics, prompting discussion and encouraging socializing. El Mehelmy’s jewellery is based on motifs taken from traditional bedouin fabrics and tile patterns, extending her preoccupation with nomadic exchange.