Solitta Jewels founder HRH PRINCESS Shorouq bint Mohammad OF SAUDI ARABIA and ASA Foundation founder Asal Shirazi BEM join forces to put women with hair loss in the picture.
LONDON, 13 November 2026 — Faith, a model living with alopecia totalis, is the face of Shine As You Are, a fine jewellery portrait campaign from Saudi-founded luxury brand Solitta Jewels and the UK’s Autoimmune Support and Awareness Foundation (ASA Foundation).
In the portraits, Faith wears pieces from Solitta Jewels with her scalp bare. The campaign puts her in a place where women with visible hair loss are rarely seen, at the centre of a fine jewellery campaign. Its name, Shine As You Are, is an invitation to be seen and celebrated as you are.
Hair loss can make a private illness visible before a woman is ready to talk about it. For some women undergoing chemotherapy, it can mean facing questions at work or at the school gates before they’ve had the chance to tell people in their own...
