Amy Roko is a comedian, rapper and content creator whose success as a social media influencer has helped her secure regional modelling campaigns from global fashion and beauty brands. As an extroverted, unapologetic and humorous Saudi Arabian woman wearing the niqab (face veil), she has challenged preconceived ideas about her home country as it undergoes rapid social transformation. By pushing the boundaries of style in the context of her culture and faith, Roko has influenced others in the modest fashion movement. She got fashion industry leaders talking when she scored the cover of the Middle East edition of Cosmopolitan magazine, modelling a kaleidoscope of printed, colourful, highly embellished outfits and customised niqabs.
In 2020, Levi’s cast Roko for a regional campaign called “I Shape My World” in partnership with Emirates Woman. Her breakthrough came in 2022 when she appeared in an ad video for New Balance while rapping in layers of grey sportswear and chunky sneakers. LVMH-owned Benefit Cosmetics tapped her to star in a music video campaign featuring shimmering eye makeup that can be seen through a sequined niqab as she raps to a hip-hop beat wearing a silver robe and black abaya. Roko started her comedy career in 2015 by posting short skits on the new defunct platform Vine. By 2023 she had amassed over 1.6 million followers on Instagram and 1 million on Tiktok from across the Middle East and other regions.
