MSFTS Rep x New Balance — Yomna Mohamed

Yomna Mohamed is an Egyptian Artist and Graphic Designer working across analogue photography, multilingual typography, Risograph printing, and vernacular imagery. Her practice explores Arab visual culture through everyday photographs, printed ephemera, and domestic environments, with a particular interest in how images and objects can carry memory, cultural identity, and ideas of home. Her work has been exhibited at Printed Matter Art Book Fair, Brooklyn Fine Art Print Fair, IFPDA FAIR, and Storefront for Art and Architecture Book Bash 2026.

Mohamed is a recent Parsons School of Design graduate, where she received a BFA in Communication Design with a minor in Photography and Departmental Honors. Working across art direction, music, and cultural spaces, her practice spans design, image-making, and publishing. She is further interested in expanding into immersive, spatial, and experiential work. She is also Co-Organizer of MENA Creative Collective, a New York–based collective supporting Middle Eastern and African creatives through workshops, talks, critiques, and collaborative programming.

Currently, Yomna is developing her experimental publishing project, Gust For You, as well as documenting the Arab American diaspora in New York through an ongoing photo series embracing performance, and often over-the-top aesthetics common in immigrant households.

She is currently producing her debut photobook, Eskenderiyah 😍 She is currently producing her debut photobook, Eskenderiyah 😍

Additional Projects Available Upon Request

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MSFTS Rep x New Balance

Creative directed by Salma Ashmawy, this campaign brought together MSFTSrep’s interest in Egypt as a visual reference—drawing on symbols and mythology from past collections while connecting to modern-day Egyptian youth, especially amid the rise of the skate community and the country’s growing creative culture.

With full creative freedom from Jaden Smith and his team, the project naturally evolved into something more intimate—an unfolding journey through the lives of young skaters navigating both physical landscapes and cultural boundaries. What began as a campaign shoot quickly became an adventure.

At one point, upon arriving at the pyramids, we were unexpectedly denied entry. The skateboards—viewed as weapons under local regulations—posed unforeseen challenges. But those restrictions pushed us elsewhere: toward the community skate spots that have become their creative refuge.

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