Tell us a bit about your background. How you got into the fashion game, and how you turned blogging into a job ?
Born in Chicago, originally Syrian and having grown up in Dubai, the London College of Fashion graduate in Fashion Media and Communications launched her style blog, myfashdiary.com in 2009 having worked at Tom Ford, Halston, and as a Fashion Editor of Condé Nast's first fashion title in the Middle East. Myfashdiary.com has been nominated in Ahlan! Magazine’s Best at the Dubai awards, as well as at the Marie Claire, UK Blog, and Twitter awards.
You’ve been living in London, all over the US, and now you’re rocking it in Arab Emirates. How does Dubai differs from other cities when it comes to fashion?
I actually grew up in Dubai, UAE. Dubai is one of those cities that’s really fascinating. As cosmopolitan as it is, and as fast paced as the city is - there’s still that ease and comfort you get, that you don’t really see in other big cities.
What are the 4 cities you think are going to dominate the fashion scene in the next 5 years?
Dubai, Beirut, and of course Paris and New York.
Let’s talk design for a bit. If you had to name the most influential designers of the last 10 years who would you say they were?
Virgil Abloh, Raf Simons and Hedi Slimane.
Obviously, big data is great. It allows businesses to understand clients needs and predict sales more accurately. BUT, do you feel that because of this data based approach designers aren’t innovating anymore? I mean, when you enter a boutique you can’t help but noticing that EVERYONE is copying each other.
Yes and no - Fashion has generally become an oversaturated industry so you get a lot of people copying each other, but it also makes people want to innovate and push beyond the ordinary to come out with something special.
We have tons of aspiring fashion bloggers and designers who read us. Provided she’s already sexy as hell, what is your UNCONVENTIONAL advice to a girl who wants to make it as an influencer?
Start it from an authentic place. If you’re trying to become famous, forget it - you’ve got it all wrong already.
Most new brands don’t know how to market themselves. They lack money to invest in advertising, lack connections etc. What is the best BRANDING advice you can give to new fashion brands?
Be true to your brand, don’t rush it - find your audience and immerse yourself in it. You don’t need to throw in so much money to have good branding.
R&B and Hip Hop are clearly a strong passion of yours : what part does music play in your life?
Music always played such a big role in my life, and it feels so great being able to integrate music into my content these days. I use music to relax, to get through the day, and plays a vital role on my nights out.
Last question, just for fun. Can you make a prediction on which fashion brand is going to be the surprise of 2018?
I’m so excited to see where Coach are going with their brand
By Umberto Cianferoni