YASSMIN SALEH PF26

YASSMIN SALEH unveils the campaign for its Pre-Fall 2026 collection, Everyday Forms, photographed by Luana Bassil and art directed by Léa Casini. Rooted in the lived experience of Lebanese women, Everyday Forms came from a simple question: what actually defines us as women? Then the list keeps growing: Lebanese women, mothers, daughters, professionals, wives. All these versions of a woman that can exist at once. Work, but not too much. Be a mother, but don’t forget to be social. Build a career, but only once your children don’t need you as much. Be the bent 3ayle, the devoted mother, the loving wife, the friend that keeps up, and somewhere in between, still have a goal of your own. The campaign looks at the everyday negotiations that come with these roles: what women are expected to give, what they are expected to sacrifice, and how much space they are allowed to take for themselves. Even the most intimate parts of motherhood can become subject to expectation. Breastfeeding, for example, is both deeply personal and deeply scrutinised: Is your milk enough? Are you eating enough? Why do you want to stop? Why are you doing it in public? Something as natural as feeding your own child can become another thing women are expected to explain, justify or hide. At the heart of the campaign is the idea that these versions of womanhood are not separate. They coexist, often all at once, and are shaped by the women who came before us. The sacrifices, expectations and choices of our mothers and grandmothers become part of our own stories, while the women we choose to become will shape the stories of those who come after us. Through a series of visual chapters, the campaign moves from the intimate and everyday to the collective and political, ending with Lebanon’s nationality law, which still prevents Lebanese women from passing their nationality on to their children. What begins as a question about what defines a woman becomes a conversation about identity, belonging, choice and the possibility of changing what gets passed down. Photography: Luana Bassil (@luanabassil) Art Direction: Léa Casini (@leacasini) Hair: Wael Sallam (@ws_hairdresser) Makeup: Hawraa Al-Dakak (@paintedbyhawraa) and Sharbel Hasbany (@sharbelhasbany)