On October 5, 2026, Samsung Electronics MENA officially announced fashion entrepreneur and digital creator Karen Wazen as its new regional Brand Ambassador for the Middle East and North Africa. As part of the partnership, Wazen will represent the Samsung Galaxy Mobile ecosystem across the region, fronting campaigns for the tech giant's flagship foldable devices, including the Galaxy Z Fold8 and Galaxy Z Flip8.
The collaboration highlights Wazen's transition to the Samsung Galaxy platform, showcasing how the brand's mobile technology integrates into her demanding routine as a business owner, mother, and global fashion figure. Representatives for Samsung noted that Wazen's digital authenticity, creative leadership, and high standards made her a natural fit to connect the brand with contemporary audiences throughout the MENA territory.
Based in Dubai, Wazen has established herself as one of the Middle East's most prominent lifestyle influencers and entrepreneurs. In 2018, she launched her namesake eyewear and accessories label, By Karen Wazen, which quickly expanded from an online boutique into an international fashion brand worn by global celebrities. Earlier this year, the label celebrated a major retail milestone by opening its global flagship boutique in the Social District of Dubai Mall.
Wazen's appointment by Samsung reflects the growing intersection between high fashion, luxury lifestyle, and consumer technology in the Middle East. Beyond her commercial ventures, Wazen remains a fixture on the international fashion circuit, regularly attending Paris Fashion Week shows for major design houses like Balenciaga and Isabel Marant. Her new role with Samsung represents another step in expanding her influence across both digital media and global business.
