Arab Creatives Come Into One Frame for KOTN’s SS26 Campaign

There is a particular kind of romance that resists urgency, one that lingers, stretching itself across moments we are usually taught to compress.

This is what KOTN’s SS26 campaign, Time Doesn’t Exist, is all about.

Founded in pursuit of something deceptively simple, the perfect white T-shirt, the Egyptian-Canadian brand has since expanded into a wider offering of womenswear rooted in Egyptian cotton, while maintaining a commitment to ethical production. Now a certified B Corporation, the brand’s scope extends beyond the garment itself, into the systems that support it: from sourcing to manufacturing, and the communities in between.

Directed by Palestinian visual artist and director Sarah Bahbah—who also stars in the campaign, KOTN brings together creatives Romy Nassar, Rola Ghorab, Noore and Abdulaziz Al Hosni in a series of moments that feel raw and intimate.

“Five More Minutes is a celebration of the moments we never rush, the conversations that linger, the getting-ready rituals that take longer than planned… and everything in-between,” founder Rami Hilali shares.

“At its core, the story reframes delay as intention, a celebration of presence, ritual, and the emotional richness of doing things fully,” Hilali explains. What might otherwise be read as lateness becomes something else entirely: a refusal to compress experience into efficiency.

The women here are not constructed as characters to be understood all at once. They are expressive, layered, and contradictory; shifting between versions of themselves without settling. As the campaign makes clear, “Arab women cannot be placed into a box.”

It is, perhaps, KOTN’s most romantic project to date. Not because it tells a love story, but because it pays attention to the details we tend to overlook—the pauses, the repetitions, the small insistences on staying a little longer.