Regularly part of the can’t-tear-our-eyes-away-from-their-social-media scene, Simi and Haze Khadra are constantly surrounded by glam squad members like Selena Gomez, Kylie and Kendall Jenner, Bella and Gigi Hadid, and Jordyn Woods. And now Cartier is tapping into the limitless “It” girl power of the dynamic Saudi-born, Los Angeles-based duo that is better known as “Simi and Haze”.
Their place at the epicenter of Gen Z pop culture makes them the ideal stars of Cartier’s new campaign for the ‘Juste un Clou’ and ‘Ecrou de Cartier’ collections. By engaging the twins, Cartier bucks any sense of stuffiness or untouchability as a high-end luxury jeweler, instead instantly becoming the “It” accessory purveyor. Not only are Simi and Haze inventive when it comes to their personal style, but they also have a keen way of mixing covetable high-end luxury accessories.
In this exhilarating campaign, shot in the desert just outside of Dubai and reminiscent of M.I.A.’s music video for “Bad Girls Do It Well”, the twins expertly mix Cartier’s hardware-inspired ‘Ecrou’ bracelets and the ‘Juste un Clou’ torque necklaces with the distressed 90s look preferred by influencers the world over. As world-traveling DJs, this video isn’t a far cry from what their real lives look like on a day-to-day basis, which means whatever they wear or promote is automatically tinged with that ineffable form of cool that we all secretly wish we were.