Brazilian influencer Bruna Biancardi joins Neymar in a campaign for Saudi perfume label Ibrahim al-Qureshi, celebrating Saudi National Day

Brazilian model and influencer Bruna Biancardi recently unveiled a campaign with Saudi perfume label Ibrahim Al-Qurashi, which coincided with the Saudi National Day celebrations. In the campaign, Biancardi stars alongside her partner, Brazilian soccer superstar Neymar, who is currently playing for Al-Hilal in the Saudi Pro League. Neymar is seen donning a traditional white thobe, while Biancardi showcases a dark green dress, as the couple promotes the brand’s new Musk collection.

Biancardi’s role in this campaign highlights a growing trend among the partners of Saudi Pro League footballers, who are becoming prominent figures in the Saudi fashion and fragrance scene. Biancardi joins Georgina Rodriguez, the partner of Al-Nassr player Cristiano Ronaldo, who has also previously worked with Saudi perfume brands, including Laverne, and has been spotted at various luxury brand events in Riyadh.

Rodriguez, known for her impeccable fashion sense, continues to represent the Kingdom’s emerging fashion and tourism appeal. In addition to her perfume campaigns, Rodriguez was recently featured in a shoot for *Hia Magazine*, wearing a dress designed by Saudi designer Yousef Akbar. She also promotes Saudi Arabia’s tourism to her millions of followers on Instagram, sharing breathtaking views of the country’s landscapes, such as its deserts, Red Sea coastlines, and historical sites like AlUla.

Analysis

Cultural: The involvement of global celebrities like Neymar and their partners in Saudi campaigns reflects the Kingdom’s growing influence in the world of fashion and luxury branding. These collaborations signify a shift in how Saudi Arabia is perceived globally, blending traditional culture with modern glamour.

Economic: Saudi Arabia’s investment in international stars like Neymar and the promotional work from figures like Biancardi and Rodriguez underscore the Kingdom’s vision to expand its cultural footprint beyond sports, fashion, and tourism. These campaigns not only bolster local brands but also attract international attention, aligning with Saudi Arabia’s Vision 2030 goals of diversifying the economy.

Social: The participation of high-profile influencers in Saudi campaigns symbolizes a blending of global pop culture with Saudi traditions, offering a modernized image of the Kingdom to both local and international audiences. The campaign also showcases the role of women like Biancardi and Rodriguez in reshaping perceptions of life in Saudi Arabia.