Juliana Awada honors mother Pomi Baker in 90th birthday campaign

Designer Juliana Awada has honored her mother, Elsa Esther Baker Yessi, known as Pomi Baker, on the occasion of her 90th birthday. To celebrate, Baker featured as the face of Awada, the fashion brand founded by her daughter.

Through Instagram, Awada shared black-and-white photographs from a Mother's Day campaign showcasing Baker in sophisticated attire, including a long coat and platform sneakers. Awada expressed her admiration for her mother's continued work ethic, writing, “What an example you are, Mom! 90 years old and you are still working.”

Baker is a prominent figure in the textile sector and the founder of the Awada brand, which she originally developed alongside the late businessman Abraham Awada. The campaign highlights the professional and personal bond between the two women, who have collaborated within the family business for many years.