A collaboration campaign that deconstructs and rebuilds the figure of Meezy through Showroom's intellectual, timeless lens. The organising metaphor is chess — not a contest between opponents, but between two sides of the same woman: playful and feminine versus bold and powerful. A bespoke, two-tone chessboard replaces the usual black-and-white grid, its squares distorted and sculptural, and in the teaser Meezy sits across from herself, a neutral grey dress bridging her two worlds. Shot inside architect Sayed Karim's 1948 Art Deco villa in Maadi — whose chequered floors and warm wood echo both the board and the brand's heritage — the campaign builds two complete realms: a surreal, pastel, oversized-prop “soft” world, and a clean, commanding “bold” world staged around Meezy's signature sunglasses collection. Jacquemus- and Miu Miu-style sensory framing keeps it playful but elevated.
