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Israeli company to shoot underwear campaign in UAE desert, using models from both nations

The photoshoot is set to take place in the desert near Dubai [Getty]

Date of publication: 8 September, 2020

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Israeli clothing brand Fix said the desert shoot, which will involve an Israeli and an Emirati model, was a 'dream come true'
Israeli underwear brand Fix is on Tuesday shooting a campaign in the UAE, featuring models from Israel and the Emirates, according to the Jerusalem Post.

The shoot is the first ever by an Israeli company in the Gulf kingdom, occurring just weeks after the two countries signed a deal to normalise ties and allow trade and business relations.

The shoot, for a modest campaign, will be "appropriate for the place", the compant said.

Israeli model May Tager landed in Dubai on Monday, while an Emirati model identified as Anastasia had been selected to also feature in the shoot.

"Peace will continue through people and through joint work," Fix said in relation to the choice of models. 

The firm's marketing manager said the shoot, which will take place in the desert overlooking Dubai's business district, was a "dream come true" for the company.

"As soon as the company heard about the peace process, we wanted to be part of the vision," she added.

Tager, who has modelled for Victoria's Secret, said that she was "excited to be part of such a historic move on such a large scale", adding that the trip was "one of the most fascinating" she had taken.

The newly established UAE-Israel Business Council tweeted the news on Tuesday, saying: "Peace starts with the basics."

Read also: Bahrain to normalise relations with Israel 'within a month'

Since the shock 13 August announcement, the UAE and Israel have been normalising relations at breakneck speed.

Last week, a US-Israeli delegation flew to Abu Dhabi for high-level meetings on topics including investment, finance, health, space exploration, civil aviation, foreign policy and tourism and culture.

The countries also signed their first protocol in banking and finance.

While the two nations have touted their agreement as a peace deal, Palestinians and their supporters have condemned the move as a stab in the back by a major Arab player, while they remain under occupation and lack a state of their own.

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