Fashion And Lifestyle

Nouf Al Qadi A New Generation Of Emirati Climate Voices Bringing People Back Into The Climate Conversation By Sidra Asif Across the UAE, climate conversations are evolving. For years, they were shaped mainly by data, policy language, and global agreements. Today, a new kind of voice is emerging in the country’s sustainability space: young Emiratis who believe that environmental action begins with human connection. Among these voices is Nouf Al Qadi, a young environmental professional whose approach blends scientific knowledge with community-driven awareness. Nouf does not position herself as an activist in the traditional sense. She does not speak in slogans or alarmist tones. Instead, she believes that the most powerful environmental progress happens when people feel a direct emotional bond with the land and sea around them. For her, climate action is not only about meeting targets. It is also about understanding heritage, valuing place, and recognizing the deep cultural relationship Emiratis have always shared with nature. Young Emiratis are bringing heart back into the conversation, she explains, highlighting a shift away from purely technical communication. We are sharing lived experiences and real stories, not only numbers. Sustainability in the UAE is part of who we are, not just a policy goal. Her approach reflects an important moment in the region. As the UAE expands its renewable energy programs, conservation projects, and sustainability initiatives, individuals like Nouf are ensuring that public engagement grows along with them. The Role of Storytelling in Science Nouf’s background gives her a strong foundation in environmental research, but she is equally committed to storytelling. She believes that climate action becomes meaningful only when people personally relate to it. Data alone does not move people, she says. Stories do. Science gives me the facts, but storytelling gives those facts a soul. Her method is straightforward: translate technical knowledge into everyday language so people understand why environmental protection is necessary, not just what it requires. This combination of clear communication and scientific accuracy is increasingly valuable in the UAE, where sustainability is now a key pillar of national strategy. Youth Initiatives Turn Awareness Into Action For many, youth involvement in climate discussions is still associated with awareness campaigns and educational workshops. Nouf sees something much stronger happening. According to her, young people in the UAE are not only learning about environmental responsibility. They are actively shaping it. She points to initiatives such as mangrove restoration projects, zero-waste community programs, and nature-focused content platforms run by young Emiratis. Youth-led initiatives are now catalysts for real on-ground action, she notes. We are showing that creativity and collaboration can drive climate efforts, not only policy directives. This perspective reflects a broader national movement. The UAE has created platforms for youth voices in government, business, and science. Nouf represents the spirit of that involvement: practical, informed, and consistent. Building Connections Across Generations One of the strongest ideas in Nouf’s approach is the need to connect generations. She believes sustainable progress is not possible without learning from those who lived closer to nature in the past. The wisdom of older generations and the innovation of youth must meet in the middle, she says. This concept is especially relevant in the UAE, where previous generations survived through resource awareness, limited consumption, and deep respect for natural surroundings. Their lived knowledge, Nouf notes, can guide modern approaches to environmental planning and sustainable resource use. Her work emphasizes dialogue rather than division. She sees elders as partners in climate understanding, not as voices of a different era. This balanced view strengthens her credibility among diverse audiences, from professional environments to youth circles and community groups. Lessons From Environmental Fieldwork While many young climate voices focus on advocacy or communication, Nouf’s grounding in field research shapes her ideas. Her work with seabirds offered valuable insight into environmental adaptation and ecological sensitivity. Seabirds navigate land, water, and sky. Observing how they respond to changing conditions taught me what resilience really means. This experience did not lead her to dramatic conclusions. Instead, she gained a practical understanding of environmental balance: ecosystems shift, species adjust, and survival depends on awareness and flexibility. She applies this perspective to human systems as well, believing that societies must stay informed and adaptive in order to protect natural heritage. Responsibility in Development and Infrastructure One of the most impactful parts of Nouf’s professional journey is her role at GHD, where she works as a terrestrial ecologist. Her responsibility involves assessing land ecosystems and sharing environmental considerations with developers and infrastructure teams. Her goal is not to slow development, but to guide it responsibly. We cannot care about something we do not know exists, she explains. She believes awareness drives better decisions, especially in rapidly developing regions. By introducing stakeholders to local species, land characteristics, and ecosystem needs, she supports thoughtful planning. This reflects a growing belief in the UAE: sustainable progress does not mean choosing between nature and growth. It means understanding both and making informed decisions. Ithra by Nouf Like many impactful ideas, Ithra by Nouf began quietly. It was a personal outlet for sharing environmental experiences and reflections. Over time, it attracted people who felt the same desire to reconnect with nature in everyday life. The platform soon became a space for shared learning, appreciation, and simple sustainable habits. Ithra did not require a formal campaign to gain attention. It succeeded by being genuine, inclusive, and grounded in accessible language. Followers recognized themselves in the content, and a community formed naturally. In a digital era, where environmental messaging can often feel heavy or urgent, Ithra stands out for its calm, encouraging tone. Youth Impact Without Spotlight Among the many moments in her journey, one stands out. Nouf recalls watching young volunteers lead mangrove cleanups and restoration without waiting for formal direction, recognition, or media attention. To her, this represented the true spirit of environmental responsibility: quiet, sincere, and motivated by care rather than visibility. She believes change often begins in silence — through steady actions rather than dramatic declarations.

Menna Shahin, The Architect Of Purposeful Power By Michelle Clark Menna Shahin stands as a rare kind of leader, one who has mastered the art of merging vision with virtue. Her story is not just about entrepreneurship; it is about evolution. From a young woman determined to “change the world” to a global voice redefining what it means to lead with purpose, Meena’s journey is a lesson in balance, brilliance, and belief. When asked what first ignited her desire to merge corporate leadership with social impact, Meena’s response is beautifully simple: “I wanted to change the world.” But for her, change was never about slogans or sentiment. It was about structure. “I saw that true, scalable change couldn’t just come from passion; it needed to be underpinned by strategic thinking and operational excellence,” she reflects. Over the years, that understanding became her compass. What began as an emotional impulse transformed into an intellectual mission to build business models that make change measurable, profitable, and permanent. That mission gave birth to eJaby, a social enterprise that embodies everything she stands for. The Birth of eJaby The concept of eJaby was born from two intertwined passions: empowering women and saving the planet. Raised in Egypt, Meena grew up surrounded by women of strength, yet she also saw the barriers they faced. “I’ve always wanted to be a role model for women,” she says. “But empowerment isn’t just about opportunity, it’s about creating a stable, sustainable world where women can thrive.” Her environmental consciousness grew alongside her social one. She saw waste, not only as an ecological crisis but as a moral one. “To have a better world for us and for the next generation, we must address the massive issue of waste,” she explains. eJaby became her answer to this double challenge. It tackles food waste and overstock while building a business ecosystem that uplifts women through leadership and employment. In Meena’s world, doing good is not an act of charity, it is an act of innovation. Leading with Purpose Keeping purpose alive in the world of business is no easy feat. Yet Meena has done it with a clarity that borders on philosophy. “Every action we take daily is aimed at creating a better life for ourselves or the people around us,” she says. “The key is to scale that scope.” Her formula for meaningful leadership is a balance of three forces. Empathy allows her to see the needs of others. Innovation turns small ideas into scalable impact. And execution transforms vision into tangible change. “By constantly measuring every decision against its potential for positive impact,” she says, “purpose naturally becomes the guiding principle.” The Trials That Built Resilience Like any founder, Meena’s path was not free of turbulence. “Founding a startup is a daily workout for your resilience and leadership,” she admits with a smile that carries both pride and fatigue. “The most profound challenge is not the market or the technology, but the human element, leading people and maintaining a unified vision.” In those moments, Meena discovered that true leadership is not about control but about connection. “You must constantly work to keep people understanding and believing in your vision, especially when the path is uncertain.” For her, resilience is not just bouncing back, it’s showing up every day with faith, and transferring that faith to your team. “Your resolve is mirrored in the collective strength and belief of the people you lead.” The Myth of Compromise Many still believe that social enterprises cannot grow without losing their soul. Meena smiles knowingly at this idea. “That’s an old way of thinking,” she says. “At eJaby, our values are not a separate initiative, they are the very engine of our growth.” Her model is self-sustaining: the more the company grows, the more impact it creates. “Our profitability is a direct measure of our success in reducing food waste and promoting sustainable consumption.” In other words, growth amplifies impact, and impact fuels growth. “By making impact the core value proposition,” she explains, “we ensure that scaling is synonymous with scaling our mission.” Redefining Leadership for Women As a champion of gender equity, Meena is unafraid to challenge long-held systems. “The most critical change needed is to stop expecting women to lead like men,” she says firmly. “For too long, leadership has followed a masculine template, forcing women to suppress their natural strengths.” She calls for workplaces that embrace empathy, collaboration, and holistic thinking as core leadership skills. “We must empower women to lead as women,” she continues. “When we value the distinct strengths women bring to the table, we unlock a far more inclusive and effective model of leadership.” This philosophy, she believes, will shape the next era of leadership in the MENA region, a movement where diversity is not a box to tick, but a power to harness. Sustainability as a Personal Legacy Sustainability is not just a business term for Meena, it is an inheritance she wants to leave her children. “It’s about the future I want for my two sons,” she says softly. “They are three and five, and I want them to live in a better world.” For her, living sustainably means raising consciousness, educating teams, customers, and communities to make mindful choices. But she believes true progress depends on collective effort. “If we do not all work together, we will not achieve anything. Leading sustainably means building systems that make participation easy and accessible.” Through eJaby, she has done exactly that, turning personal conviction into collective momentum. The Rise of Purpose-Led Entrepreneurship in the MENA Region When speaking about the entrepreneurial transformation sweeping across the MENA region, Meena’s tone fills with optimism. “What excites me most is the fusion of ancient values with modern innovation,” she says. “This region has always had a deep-rooted sense of community and responsibility. Now, entrepreneurs are channeling that purpose through technology and business.” She believes the MENA region is on the verge of defining a new global model, one

Abdul Wahab Darwich, Crafting Elegance With 1937 Bespok By Sara Hammoud Abdul Wahab Darwich, the creative force behind 1937 Bespoke, is a designer whose work merges tradition with modernity, precision with artistry, and personal heritage with global influence. From his early fascination with fashion to walking the runway with his own creations, Abdul Wahab has carved a path defined by dedication, innovation, and an unwavering commitment to elegance. For him, the Dynasty Runway Show was more than a milestone, it was a dream realized. “Seeing my ideas come to life on the runway was incredibly emotional,” he shares. “It allowed us to connect with people who truly admire fashion, and it opened doors for future collaborations.  Walking alongside my models, I felt proud of what we had achieved, grateful for my team, and excited for all the possibilities ahead.” While coordinating the distance between their villa and the runway posed challenges, Abdul Wahab credits the Dynasty team’s support for making the show seamless, allowing every detail to shine. The name 1937 Bespoke carries deep personal meaning, reflecting the year his grandfather opened his first tailor shop and symbolizing an era of elegance and innovation. Abdul Wahab’s passion for fashion began in his teens, when he gravitated toward timeless, elegant styles rather than the early 2000s hip-hop trends, devouring fashion magazines, studying art, and learning the craft alongside his father and grandfather.  After gaining invaluable experience with high-end fashion maisons including Giorgio Armani, YSL, and Dior, he followed his dream and opened his first tailor shop, bringing with him a philosophy grounded in precision, quality, and attention to detail. The 1937 Bespoke collection draws inspiration from British elegance and the classic tailoring of Savile Row, blending traditional techniques with contemporary influences. “Every tailored suit is a one-of-one piece, crafted to respect the wearer’s body morphology and proportions,” Abdul Wahab explains. “It boosts confidence, makes a man feel powerful and unique, and leaves a strong impression of professionalism.”  He believes the transformative effect of tailoring extends to women as well, enhancing their silhouette, highlighting their best features, and instilling a sense of strength and sophistication. His approach follows what he calls the 80/20 rule, balancing tailored pieces with casual elements to create versatile, elegant looks for any occasion. Abdul Wahab attributes his perseverance to a love for creating something truly unique. “Even when things got tough, the dream of bringing my ideas to life kept me going,” he says. “I focus on action, problem-solving, connecting with people, and maintaining a positive mindset.” Family plays an equally vital role in 1937 Bespoke’s success, with his brother Omar handling sales and client relations. Their shared goals and mutual support, he says, bring out the best in the brand. While his heart remains closely tied to Lebanon, and he dreams of having a base or studio there, Abdul Wahab also envisions a global future for 1937 Bespoke. “In five to ten years, I want the brand to be recognized worldwide, with studios in major fashion cities, collaborations with other designers, artists, luxury cars, and brands, and a lasting reputation for craftsmanship.” He advises anyone building their personal style to start with timeless, well-fitting pieces, focusing on quality rather than quantity, and seeking guidance from tailors or stylists when needed. When asked about modern style icons, Abdul Wahab highlights Wael Kfoury, a symbol of classic elegance. “If he wore a 1937 Bespoke creation, it would be an exciting blend of classic and contemporary fashion, combining his charm with vintage design,” he notes. Abdul Wahab Darwich’s journey with 1937 Bespoke is a testament to the power of heritage, dedication, and creativity, creating timeless pieces for modern clients and redefining what bespoke fashion can mean in today’s world.

Marina Skiba The Woman Reshaping Fashion Talent In The Middle East By Michelle Clark In an era defined by constant reinvention and the relentless pursuit of meaning, some leaders rise not through noise, but through clarity, purpose, and the ability to transform challenges into momentum. Among them stands Marina Skiba, the founder and CEO of FP Models Agency & Academy, a woman whose journey from Kyiv’s creative corridors to Dubai’s dynamic fashion scene reads like the story of a quiet revolution. Her rise is not the familiar tale of overnight success, but a layered narrative of courage, resilience, curiosity, and the unshakeable belief that people, not trends, are the true heartbeat of fashion. Today, FP Models is widely respected as one of the Middle East’s most human-driven modeling ecosystems. But its foundation was laid long before Marina occupied boardrooms or managed global clients. It began with a young student in Kyiv who stumbled into a world that would transform her future. Marina never imagined she would enter the world of modeling. She was invited to join a modeling school as a student, an invitation she accepted almost playfully, unaware of its long-term impact. With no prior experience, no clear idea of where it might lead, she stepped into a space that would unlock new dimensions of creativity and identity. “It opened a completely new world,” she recalls. “One full of expression and new ways of seeing myself.” While discovering the language of posture, poise, and presence, Marina was simultaneously immersed in another world: writing. She worked at COCKTAIL, a fashion magazine in Kyiv, serving as both a writer and sales executive. What began as a student job quickly became a masterclass in communication, persuasion, industry dynamics, and human connection. Fashion was no longer just visual; it was editorial, intellectual, and deeply personal. The magazine also became the setting where she met her future business partner—two people with parallel ambitions, complementary strengths, and a shared vision of what the fragmented modeling industry could become. Together, they imagined a space that educates talent, elevates creativity, and serves both the industry and its people with genuine professionalism. The creative world she experienced at modeling school blended with the structural insight she gained from editorial work, forming the blueprint of FP Models: a balance of heart and strategy. Long before fashion became her profession, literature shaped Marina’s worldview. Her favourite subjects in school were languages and literature, not because they were simple, but because they granted access to imagination, cultural depth, and emotional understanding. “Words shape identity. They shape culture. They shape how we understand ourselves and the world,” she says. Storytelling became her natural strength, an intuitive skill that would later define her approach to journalism, marketing, brand-building, and ultimately leadership. In her boardroom today, communication is not merely a tool but a grounding force that ties her teams, clients, and community together. Four years ago, Marina made the life-changing decision to move to Dubai. It wasn’t impulsive; it was a strategic leap toward a market undergoing rapid evolution. Dubai was emerging as a global intersection of fashion, technology, and culture city where ambition wasn’t just admired, it was expected. The regional fashion industry was flourishing. International brands were entering the market. Local designers were gaining global visibility. The ecosystem needed trained talent, creative structure, and a modernized approach. She understood the importance of timing and recognized that if she didn’t move then, the opportunity might never return. Yet her journey to Dubai was not driven solely by professional motivation. She arrived carrying deep personal loss and life changes that required her to rebuild not only her career but her inner world. That period, she admits, was the hardest she had ever faced. But it also revealed her resilience in ways she had never known before. Rebuilding from nothing taught her that adversity is not a wall, it is a sculptor. FP Models emerged not as a conventional modeling agency but as a holistic ecosystem grounded in what she calls the Triple FP Philosophy: Fashion – Profession – Passion – People. This philosophy reflects her belief that talent cannot be developed through random opportunities; it must be nurtured through structured learning, real experience, and a supportive environment. The agency provides representation for models, connecting them with brands and creative teams across campaigns, runway shows, activations, and commercial projects. But it was the academy, Dubai’s first government-certified modeling academy, that truly transformed the region. The academy offered structured training, industry etiquette, casting preparation, and confidence-building, becoming a bridge between aspiring talent and professional readiness. Alongside this came a community that grew organically: workshops, intimate meetups, creative collaborations, and a network built on support rather than competition. FP Models became more than a business. It became a movement, redefining how the Middle East thinks about fashion talent. Marina’s leadership is grounded in emotional intelligence, adaptability, and intentional focus. For her, leadership is not about hierarchy, it is about energy and awareness. Her guiding principle in recent years has been the importance of focus: “Your focus shapes your reality.” Amid market fluctuations or sudden industry changes, this principle acts as her internal compass. Balancing creativity with commercial demands remains one of the most challenging parts of her role, yet she bridges the two worlds through communication and sensitivity, ensuring both creative minds and business teams feel understood and valued. She also learned early that passion alone cannot sustain growth. Systems, processes, and reliable teams are essential foundations. Today, FP Models operates with strong internal structure because she embraced that lesson. Just as important is her commitment to maintaining team morale. She leads not from a distance but through presence, listening, and awareness of emotional cues. Marina’s approach to nurturing talent is equally intentional. She recognizes potential not simply in beauty but in discipline, resilience, and willingness to grow. She aims to create an environment that shapes talent through care rather than pressure and teaches them that real success requires commitment, patience, and emotional maturity. The

Chathuri Samaraweera, Anaya’s Collection, Where Emotion Becomes Couture And Every Woman Becomes A Story By Ami Pandey Fashion in Dubai often moves with a pace that mirrors the city itself, restless, ambitious, always reaching forward. Yet in the midst of this rapid evolution, a few voices choose to create at a different frequency. They do not follow the noise; they follow emotion. They do not chase relevance; they shape it. Among these rare visionaries is Chathuri Samaraweera, the founder and creative director of ANAYA, a brand built not merely from fabric and form, but from memory, introspection, and the belief that a woman’s inner world is the most powerful source of design. ANAYA is a label that emerged quietly, almost intuitively, but it has since carved out one of the most distinct identities in the Middle Eastern fashion landscape. Its designs are soft yet structured, timeless yet modern, intimate yet undeniably global. And at the heart of it lies a woman who sees fashion not as an industry, but as a deeply emotional art. A Childhood Inside a Gallery Every designer has an origin story, but Chathuri’s feels almost cinematic. Before she ever touched chiffon or sculpted satin, her world was shaped by the rhythms of art. Her father owned an art gallery, a space where sculptures towered above her childhood and where paintbrushes, canvas textures, and color palettes became her early companions. While other children grew up surrounded by toys, she grew up surrounded by stories, visual, abstract, emotional. “Art was home,” she often reflects. And it is this early exposure that quietly planted the seeds of her aesthetic philosophy. Years later, motherhood would give shape to the brand’s name. ANAYA was not a strategic choice; it was a tribute to her daughter, a symbolic continuation of the emotional lineage she inherited from her own father. It was, in many ways, an inheritance of meaning. And meaning continues to guide everything the brand creates. “ANAYA started with a simple vision,” Chathuri says. “To celebrate the strength and softness within every woman, to design pieces that feel like an extension of her inner light.” This intention, gentle yet powerful, has remained the brand’s core. A Design Philosophy Rooted in Emotion What makes ANAYA instantly recognizable is its commitment to feel before form. Chathuri designs like someone who views fashion as a second language, a way of translating emotion into silhouette. Her collections do not follow fleeting trends or social media aesthetics; they emerge from lived moments, sensory experiences, and artistic memories. Her inspirations are deeply reflective: The organic architecture of Gaudí. The underwater silence of the Balearic Islands. The fluid movement of Posidonia waves like underwater poetry. Cultural textures discovered during her travels. Memories that cling to her imagination long after the moment passes. “I design from emotion first and structure second,” she explains. It is a philosophy that gives ANAYA its unmistakable softness, a softness that is not fragile but deeply feminine and assured. Couture Meets Accessibility In Dubai’s competitive fashion scene, many brands struggle to maintain a balance between couture artistry and ready-to-wear practicality. ANAYA has mastered it. The secret lies in its definition of luxury. For Chathuri, luxury does not equal extravagance. “Luxury is intention,” she says, a line that encapsulates everything the brand stands for. Whether a gown takes hundreds of hand-beaded hours or whether a ready-to-wear piece is sculpted with minimalist precision, the same thread of craftsmanship runs through it. The silhouettes may simplify, but the artistry never does. Clean lines, architectural cuts, refined detailing, every element is purposeful. This commitment ensures that ANAYA’s pieces remain both wearable and transcendent, allowing the brand to embrace accessibility without losing its couture soul. Dubai Design District If there is a creative home for ANAYA, it is Dubai Design District. D3 is more than a location, it is an ecosystem where art, fashion, architecture, and innovation coexist. Being based in D3 means that ANAYA breathes the same air as global designers, stylists, buyers, and visionaries. The district’s multicultural energy mirrors the brand’s own identity: hybrid, evolving, and deeply international. “Being in D3 pushes us to elevate our craft,” Chathuri reflects. The exposure it brings, from international markets to industry collaborations, has played a defining role in ANAYA’s trajectory. It is here that the brand matured from a Dubai-grown label into a name recognized by global audiences. The Silent Thread of the Brand In a world where sustainability is sometimes treated as a marketing strategy, ANAYA approaches it with quiet sincerity. Couture, by nature, embodies sustainability through intentionality and longevity. Chathuri leans into this truth, creating a brand that resists wastefulness and celebrates craftsmanship. Made-to-order production ensures minimal fabric waste. Local artisans and small ateliers carry forward handcrafted traditions. High-quality materials ensure longevity rather than seasonal relevance. Every design is timeless enough to live beyond a single event or trend. “Sustainability is a responsibility,” she emphasizes. It is not an aesthetic, it is ethics stitched into the foundation of ANAYA. Inspiration That Moves Like Water The most poetic part of Chathuri’s creative process is the way she draws inspiration from movement. She is fascinated by fluidity, ocean waves, the movement of marine plants, the ripple of architectural shadows on stone surfaces. Many of ANAYA’s gowns seem to echo this fascination. Their layers float rather than fall. Their embellishments mimic shimmer rather than shine. Their silhouettes move as though they carry their own tide. The Balearic Dreaming collection is perhaps the clearest example. It was inspired by the hours Chathuri spent underwater, observing Posidonia, those dense meadows of seagrass, moving in synchronized silence. She describes the moment as “watching poetry breathe.” And in her gowns, that poetry remains alive. A Dialogue Between Woman and Designer While ANAYA produces ready-to-wear pieces, it is the brand’s bespoke work that reveals its heart. Chathuri treats custom design like an intimate collaboration. The process begins not with sketches, but with conversation, about who the woman is, what she feels drawn to, and how she imagines

“The Story is Just Beginning” An Exclusive Conversation with Nouf Al Katheeri By Michelle Clark There are people who enter the world of media chasing fame, and then there are those who enter it because it calls to them. Nouf Al Katheeri belongs to the latter. A powerful voice in media and television presenting, she has become known not only for her eloquence but for the sincerity that runs through her every word. Living between Abu Dhabi and London, she embodies a modern blend of Arab heritage and global perspective, transforming the way audiences experience storytelling. In this exclusive feature with Magnav Magazine, Nouf opens up about her journey, her philosophy, and the vision that continues to guide her forward. Nouf often says, “I didn’t choose media, media chose me.” It was never something planned on a vision board, but a calling that she simply couldn’t ignore. From the beginning, she realized that media isn’t just about appearing on screen; it’s about creating meaning.  The true challenge and art, she believes, lie in crafting stories that don’t just fill airtime but truly resonate. “That’s the difference between being seen and being remembered,” she says. For her, impact has always been the goal, not visibility. Every story she has told and every emotion she has expressed has connected her with someone, somewhere. That awareness, that we are never truly alone, has shaped her deeply, both professionally and personally. Through her work, Nouf has discovered that media is not just a career but a bridge, one that connects people through shared human experience. If her words can comfort or inspire even one person, she knows she is doing exactly what she was meant to do. Living between Abu Dhabi and London has given Nouf a worldview grounded in openness. “Being open-minded is not just a skill, it’s a value,” she says. For her, it means being receptive to different people, cultures, and ideas without fear. That openness, she believes, is the foundation of creativity and innovation. “Innovation is never born in isolation. It’s born when differences intersect, when cultures meet, when two disciplines cross paths.” Studying political sociology in London reinforced this perspective, teaching her that understanding society requires exposure to diversity. “If Abu Dhabi grounded me in heritage and vision, London stretched my mind to think globally,” she reflects. “Together, they shaped not only how I work, but who I am.” Creativity and strategy, for Nouf, are inseparable partners. Creativity provides the spark, while strategy gives it direction. Her academic background in Integrated Strategic Communications taught her how essential it is to blend the two. Whether in media, marketing, or policy, the most powerful results, she believes, always come when creativity fuels strategy. “When you surprise people, you don’t just win attention, you leave a lasting impact,” she explains, describing how she constantly seeks that delicate balance between imagination and purpose. Despite her success, Nouf is known for her positivity and radiant smile. But behind that brightness lies resilience. “People often assume that positive people don’t have problems,” she says. “But positivity isn’t the absence of problems, it’s the way I choose to face them.” For Nouf, hope is a decision, one that keeps her moving forward. “My smile isn’t a mask, it’s me. Problems visit everyone, but what makes the difference is how you answer them.” When it comes to the question of impact, Nouf’s answer is beautifully humble. “Real impact isn’t something you declare about yourself, it’s something others feel,” she says. “It’s not about how loudly you say you’ve changed something, but about how deeply someone else feels that change.” Her goal is simple yet profound, to create meaning, connection, and honesty in all that she does. If one person walks away feeling inspired or less alone, she considers that her greatest success. In a time where digital platforms and artificial intelligence are reshaping the media landscape, Nouf remains confident about the enduring power of storytelling. “I don’t like to separate media into ‘traditional’ and ‘new,’” she says. “Media is simply a meeting point between the producer and the audience. Platforms evolve, but storytelling never dies. ” Whether through television, radio, or social media, she believes that each medium has its own audience, its own rhythm, and its own role in connecting people. “Centuries ago, we told stories around a fire. Today, we tell them on screens. The difference is only the medium, not the meaning.” Nouf’s personal philosophy of growth is rooted in her ability to let go of sadness and keep moving forward. “Sadness is a visitor, not a roommate,” she says. “If I let it stay too long, I press pause on my own life, and I refuse to live on pause.” Her words carry the wisdom of someone who has faced disappointment but chosen strength. “People will hurt you, but in the pursuit of greatness, the choice is simple. sit in the pain, or rise above it. Sadness may knock, but it will never unpack its bags.” Among the people who inspire her, one name stands out, Ahmed El Shugairi. “I love that he’s Arab, from the Gulf, because his work shows what it means to have a vision rooted in our culture,” she says. “He proved that media can be elegant, purposeful, and deeply impactful.” She admires his humility and the way he uses media not for fame but for transformation. “He doesn’t chase the lights, he chases the message. And that’s the kind of media I believe in.” As for what lies ahead, Nouf leaves it beautifully open-ended. “Stay tuned, and watch,” she smiles. “The story is just beginning.” Nouf Al Katheeri stands as a reminder that purpose and presence can coexist beautifully. Her journey reflects the power of authenticity in an age of noise and the strength of faith in one’s calling. She has proven that media, when done with heart, can become more than a platform; it can become a bridge between people, cultures, and emotions. And as she continues to evolve, one

The Symbiosis Between AI, Fashion, and Beauty A Conversation with Dr. Sandreen Hitti By Cynthia Mansour In a landscape where technology evolves faster than our ability to interpret it, few voices stand at the crossroads of innovation and human creativity with the clarity and conviction of Dr. Sandreen Hitti. Armed with a Ph.D. in AI and Marketing, she is a Certified Trainer, an Assistant Professor at the Lebanese American University, and a Lecturer at the American University of Beirut. Her influence, however, extends far beyond academia. Dr. Hitti possesses a fluency in both the language of machines and the emotional intuition of human culture. Her ability to translate the complexities of artificial intelligence into insight that inspires and empowers has made her a leading voice in the region. Passionately committed to staying ahead of global AI trends, she shares her knowledge constantly, making technology feel accessible and deeply connected to the world. In this editorial conversation, Dr. Hitti opens a window into the future, where AI and creativity coexist in harmony and together reshape the worlds of fashion, beauty, and modern consumer psychology. AI, FASHION, AND BEAUTY THROUGH HER LENS AI as the New Creative Partner For Dr. Hitti, AI’s entry into fashion marks a turning point. Rather than replacing designers, it expands imagination. Generative design models are now capable of analyzing vast datasets of silhouettes, archives, color palettes, and emerging trends, offering designers inspiration that accelerates the creative process. AI becomes a creative partner that encourages exploration and breaks creative blocks. Beyond creativity, AI is reshaping the foundations of the industry. Precise forecasting, automated quality control, and virtual prototyping are redefining efficiency and supporting sustainability. For an industry known for overproduction, the ability to predict demand and reduce waste is transformative. According to Dr. Hitti, the future of fashion production will be guided by a balance between innovation and responsibility. Personalization is entering a new era as virtual try-ons, body-scan data, and smart styling systems create deeply tailored shopping experiences. Consumers will soon navigate journeys that feel intuitive and emotionally aligned with their preferences. Digital Models and the Evolution of Representation AI-generated models are rapidly reshaping the landscape of campaign production. Fast fashion and e-commerce brands have already embraced this shift for its efficiency and scalability. Companies such as H&M are developing digital twins of human models, producing diverse imagery without the constraints of traditional photoshoots. Yet Dr. Hitti believes real models remain essential in luxury and high fashion. The runway, the presence, the emotional gravity of a face and a personality all create a connection that technology cannot replicate. She sees the future as a blend of both worlds, with AI supporting large-scale content creation and human models continuing to embody fashion’s emotional and cultural core. Why Human Creativity Still Leads Despite the rise of AI-generated campaigns, human creativity remains at the center of powerful storytelling. AI can accelerate tasks and provide variations, but it cannot originate vision. It lacks the emotional intelligence required to shape a brand’s identity or understand the subtleties of culture. Dr. Hitti believes that the next era of the industry will be defined by creators who know how to collaborate with AI rather than rely on it. The most meaningful work will emerge from minds that combine artistic intuition with technological intelligence. Ethical and Authentic Intelligence Authenticity and transparency are central to how Dr. Hitti believes AI should be integrated into luxury, fashion, and beauty. Technology should enhance craftsmanship without overshadowing it. Consumers must understand when AI contributes to a design, a campaign, or a personalized experience. She emphasizes the need for diverse and unbiased datasets to ensure fair and accurate representation. AI also has the capacity to support sustainability by improving forecasting, minimizing waste, and enhancing traceability. When used responsibly, it becomes a tool for empowerment, not a threat to creativity. The Science and Sensibility of Beauty The beauty industry is undergoing a technological evolution, with AI accelerating research and formulation processes. Major companies now use AI to simulate millions of ingredient combinations, dramatically reducing time and cost. Even with these advancements, Dr. Hitti notes that beauty remains rooted in emotion and sensory experience. The feel of a texture, the memory carried in a scent, and the harmony of packaging all require human sensitivity. AI brings scientific precision, but the artistry comes from people. Forecasting the Emotional Future Trend forecasting, once based on intuition and observation, is now becoming a predictive science powered by AI. By analyzing billions of images, search patterns, and consumer behaviors, AI identifies emerging trends well before they reach mainstream visibility. What is even more compelling is AI’s ability to interpret emotional climates. Shifts toward calming colors, sustainable materials, or minimalist shapes often reflect collective mood. With tools capable of reading these signals, designers can connect more meaningfully with global audiences. Digital Shows and the Irreplaceable Runway Virtual fashion shows have expanded the possibilities of storytelling, offering accessibility and creative freedom. However, the physical runway remains an irreplaceable emotional experience. The energy in the room, the movement of fabric, the music, and the presence of models create a sensory moment that technology cannot duplicate. In Dr. Hitti’s view, virtual shows will enrich the industry, but the runway will always hold a sacred place. When Algorithms Shape Beauty AI increasingly shapes beauty standards through filters, editing tools, and algorithmic amplification. These systems often favor symmetry and polished perfection, which can narrow the diversity of what is portrayed as beautiful. Dr. Hitti encourages brands and creators to remain conscious of these effects. The responsibility lies in preserving authenticity and broad representation. A New Psychology of Desire AI’s impact on consumer psychology is profound. Personalized recommendations and predictive messaging create experiences that feel intimate and intuitive. Consumers often feel understood, which strengthens their connection to brands. This influence must be used with integrity. Personalization should build trust and confidence rather than manipulate behavior. Authenticity will determine which brands succeed in the long run. A Future Built on Symbiosis If Dr.

Marisse Aranas, Cultivating Change Through Education, Soil, and Sustainability By Sidra Asif There is something quietly sacred about the act of planting. To touch the soil, to feel its grain slip between your fingers, to watch something small and fragile push through it toward the light, it is a ritual that speaks of patience, hope, and connection. For Marisse Aranas, an educator and sustainability advocate at the Higher Colleges of Technology, this ritual is more than a metaphor; it is the foundation of a philosophy, one where education is not just instruction, but cultivation. “I still remember the soil between my fingers,” she recalls softly. “Cool, dark, and full of promise.” As a child, Marisse spent afternoons beside her grandmother’s garden wall, filling seedling bags of pepper plants with her cousins. What seemed like play at the time, rewarded with snacks and laughter, was, in truth, her first classroom. “She never told us we were learning,” Marisse smiles. “But through those moments, she taught patience, care, and the quiet power of nurturing life.” Years later, as an educator, Marisse returned to that memory. The lessons from her grandmother’s garden became the blueprint for a deeper kind of learning, one that connects classrooms to farms, and minds to soil. In her world, sustainability isn’t a chapter in a syllabus; it’s a lived experience that begins with the earth itself. Learning Beyond Walls In the heart of her campus community garden, the usual hierarchies dissolve. Professors kneel beside students, puzzling over yellowing tomato leaves. Administrators discover the meditative calm of harvesting herbs between meetings. Faculty and staff trade cuttings and growing tips like neighbors swapping recipes. The garden becomes a living metaphor, a space where titles blur, where everyone becomes a grower, a learner, a caretaker. “Someone once asked me why this mattered so much,” Marisse recalls. “I told them, because it brings me peace. And because the best things I’ve learned in life came from someone who made me feel joy while learning them.” That philosophy that joy is the root of transformation defines her work. For Marisse, education becomes a movement when it stops feeling like instruction and starts feeling like an invitation; when learning is not imposed, but discovered through community, care, and connection. From Soil to Soul: Linking Minds with the Land Her passion for linking classrooms with farms is both scientific and spiritual. “Someone once told me, ‘Plants are like your children, you nurture them from the womb and watch them grow.’ Those words stayed with me,” she says. In her teaching, Marisse draws powerful parallels between tending soil and cultivating the mind. “Your mind is the soil where everything begins,” she explains. “If it’s too acidic with doubt, too depleted with stress, nothing will grow there, no matter how many opportunities you plant.” In her community gardens, students learn this truth through their own hands. They test soil pH, balance nutrients, and watch their seedlings transform from frail stems into flourishing plants. In that transformation, something profound takes root within them. “They realize that just as soil can be adjusted and renewed, so can they,” Marisse says. “They learn that conditions, whether in nature or within themselves, can always be changed.” It’s this intersection of ecology and empathy that fuels her mission. When a student’s lettuce finally grows after weeks of tending, or a staff member finds calm after an hour among the plants, she witnesses what she calls “education in its purest form.” It’s not about grades or lectures, but about creating conditions for growth, of both food and faith in oneself. “The ecosystem beneath the soil mirrors the ecosystem within communities,” she reflects. “We grow better together. When the conditions are right, when there’s support, patience, and shared purpose, extraordinary things can grow.” Rediscovering Roots in a Modern World For young Emiratis, Marisse believes the path to sustainability begins with rediscovery, of heritage, of ancestral wisdom, of balance. “During one of my sessions, a student said, ‘Ms., that’s how my father used to do it.’ That simple line reminded me, this is more than gardening; it’s remembering identity,” she says. Before cities rose from the sands, Emiratis lived in harmony with the desert, reading winds, mastering falaj irrigation, coaxing life from arid soil. Farming wasn’t just labor; it was faith in nature’s rhythm. Today, when students touch the soil, they’re not just learning sustainability; they’re reconnecting with a legacy. “To return to the soil is to return to self,” Marisse explains. “Progress and tradition are not opposites, they are roots and branches of the same tree.” In her view, modern innovations like hydroponics and smart irrigation are simply contemporary expressions of ancestral resilience. “Technology doesn’t erase tradition,” she says. “It amplifies it.” Cultivating Leadership: A Woman’s Journey Marisse’s own journey has been one of perseverance. Entering a field dominated by technical expertise, she faced her share of skepticism. “There were times my ideas were called too idealistic,” she admits. “But the soil taught me resilience. Growth takes time. Roots must struggle before they find depth.” Her leadership philosophy is grounded, literally and figuratively. “When projects fail, I look to the earth,” she says. “Even the richest soil needs rest; even the strongest roots need renewal.” What keeps her grounded are the faces of her students and colleagues, their laughter during planting sessions, their pride when they harvest their first lettuce. “Leadership, like farming, isn’t about control,” she reflects. “It’s about cultivation.” Each time she steps into the garden, Marisse finds herself reminded of what truly matters: not perfection, but persistence; not instruction, but inspiration. Turning Awareness into Action In an age of digital learning, Marisse insists that true sustainability cannot be taught; it must be experienced. “Awareness begins in conversation, but transformation begins in practice,” she says. Through her projects at HCT, students grow, harvest, and share food, bridging theory with tangible impact. Many have launched start-ups rooted in upcycling and sustainable business innovation. “They don’t just meet academic requirements, they become changemakers,” she explains. By connecting innovation

THE REFRESHMENT CLUB Where Disruption Becomes Culture A Visionary Founder Profile on Onur Kece Onur Kece, Founder & Creative Director of The Refreshment Club, and Alix Petit Kece, Design Director Disrupting the familiar: The Refreshment Club’s bold Arrival in Dubai Forget conventional campaigns and glossy taglines. The Refreshment Club (TRC) isn’t here to fit in Dubai landscape – it’s here to rewrite it. Founded in Paris and now rooted in Dubai, the agency bridges art, culture, and technology to craft ideas that challenge, connect and endure. “Disruption for us isn’t noise,” says Onur Kece, founder and Chief Creative Officer. “It is about simplifying what others complicate – finding emotion in precision, and meaning in boldness.” The philosophy: Clarity as a Creative Weapon TRC’s philosophy is built around disruption through clarity. In a world oversaturated with content, Onur emphasizes the danger of “visual content pollution,” where brands lose identity in the endless stream of social feeds. “Producing more content doesn’t build a brand. Producing meaningful ideas does, he says. TRC flips this script, crafting work that earns its place in culture, not just on screens. The agency’s DNA integrates strategy, human insights and emotions, allowing them to create campaigns that sweeps audience off their feet rather than simply populate feeds. “In a world flooded with visuals, the real disruption is creating ideas people can actually feel,” Onur explains. When AI Meets Emotion TRC doesn’t treat AI as a shortcut – but as a collaborator, not a replacement. | “You won’t lose your job to AI – you will lose it to the person who knows how to use it,” Onur points out. The agency merges machine precision with human instinct, enabling fast, agile, and precise execution without sacrificing creativity. This AI powered approach supports strategy, ideation, and production, while always placing humans at the center of decision- making. The result? Ideas that were previously impossible due to cost or complexity now become feasible. Teams are empowered to push boundaries, exploring “impossible ideas” that redefine the creative landscape. The Topical Approach: Culture before Content One of TRC’s most defining principles is this: A global brand entering a new culture, this can’t be copy- pasted. Onur calls it a topical approach – a deep dive into the cultural nuances, behaviors, symbols, and emotional cues of the audience a brand wants to speak to. “A brand introduced to a new culture must be handled differently,” he explained. “We need to understand the cultural fabric before we create anything for it.” Relating this approach to TRC’s new chapter in the Middle East, let’s differentiate: As global brands enter the Middle East, many fall into the same trap; exporting a creative idea built for another culture and expecting it to land unchanged. The Refreshment Club sees this as the biggest missed opportunity in modern branding – and the starting point of their most innovative work’ For TRC introducing a brand is not a translation; it is a transformation. “We believe every audience deserves creative that speaks their language – not just their market,” Onur explains. This belief powers TRC’s topical approach: a deep dive into the cultural fabric, social rhythms, emotional cues, and historical context of each new audience. So, this is where TRC’s methodology becomes unique. Instead of relying on assumptions or generic playbooks, they use AI as a catalyst to explore culture- specific insights faster and more intelligently. Ai helps them map emerging behaviors, surface micro- trends, and brainstorm culturally resonant ideas at unprecedented speed. Disruption in Action TRC’s philosophy isn’t a theory – it’s visible in their work. Heimstone Public Pool – SaintTropez  A retail space transformed into a sideways swimming pool. Not a store – an installation. The result? 25M impressions. Sold- out drops. Global editorial buzz. It didn’t go viral because it goes loud – but because it turned retail into emotion.  Saint- Peres Paris Experiential design inspired by the inside of a kiln. A poetic bridge between heritage and modernity – anda Vogue Paris Fashion Week must- see. A brand reborn through culture storytelling. Elie Saab x Vogue An AI-driven campaign film created before the dress even existed physically. Here, Al wasn’t the star – emotion was. Technology simply enabled the impossible. Westfield A global campaign system powered by AI, creating culturally relevant visual expression across diverse markets – proving that culture-first thinking Each project is proof of TRC’s thesis: An embodiment of TRC’s philosophy of meaningful disruption, strategic creativity, and cultural scale. relevance. Each project is proof of TRC’s thesis: An embodiment of TRC’s philosophy of meaningful disruption, strategic creativity, and cultural relevance. Dubai: A Playground for Creative Rebels With their Dubai presence, TRC isn’t just entering a new market; they are redefining how global trends belong here. The bring a model built on agility, cultural intelligence, and region- specific creativity – a model designed for a region where nuance isn’t optional, it’s everything. By this, TRC is one of the few creative houses treating the Middle East’s culture not as a backdrop, but as the brief. Quality over Quantity While other agencies produce content like factories, TRC focuses on impact. “You can’t cook a five- hour Italian Ragu in five minutes – and you can’t move people with fast content,” Onur asserts. This meticulous approach ensures campaigns are strategic, identity driven and designed to resonate deeply, reducing media spend while maximizing ROI. The Creative Duo Leading the Refreshment Club In September 2025, The Refreshment Club enters the Middle East, and at the helm of this new chapter are two forces shaping TRC’s identity: Founder & Creative Director Onur Kece and Design Director Alix Petit. Together, they embody the rare blend of visionary strategy and redefine the agency. Onur brings over two decades at the intersection of advertising, design, and brand strategy, and Alix complements this by bringing more than 15 years of leadership in fashion and brand building. This dual leadership is not about titles – it’s about balance. Strategic disruption and crafted beauty. Together they lead the Dubai team with a shared mission: to build work that isn’t just seen,

Affordability vs Ethics Overcoming the Barriers to Sustainable Women’s Fashion in the UAE By Zulaikha Bi In recent years, sustainability has evolved from a niche concern into a mainstream movement, influencing industries from energy and construction to food systems. The UAE has been at the forefront of this transformation, championing eco-friendly initiatives across multiple sectors. Women, who play a central role in household decision-making, are increasingly conscious of their fashion choices. Surveys by regional fashion consultancies indicate that over 60% of young female consumers in the UAE express concern about the environmental impact of their purchases. Yet, despite growing awareness, sustainable women’s fashion remains far from mainstream. Ethical clothing often carries a premium price tag, while fast fashion, cheap, accessible, and constantly refreshed, continues to dominate. At the core of the challenge lies an economic reality, sustainable fashion costs more to produce and therefore more to buy. Ethical brands that emphasize fair wages, responsible sourcing, and environmentally friendly materials often operate on smaller scales, which drives up production costs. In the UAE, many sustainable women’s fashion brands position themselves in the premium or luxury market, accessible primarily to high-income consumers. For middle and low-income groups, including a large expatriate population, these prices remain out of reach. Fast fashion thrives in this affordability gap. For the cost of one ethically made outfit, shoppers can often purchase several trendy pieces from global chains like Zara, H&M, or Shein. While many women aspire to shop consciously, their budgets make it a difficult choice to sustain regularly. Beyond affordability, fast fashion’s cultural appeal keeps it deeply embedded in the UAE’s style landscape. In an image-conscious society where social events and online visibility are frequent, the pressure to showcase new looks is immense. Each gathering or Instagram post often demands a fresh outfit, fueling a constant cycle of consumption. Moreover, fast fashion brands have mastered digital marketing through influencer collaborations, AI-driven personalization, and accelerated trend cycles, creating a sense of immediacy and excitement that sustainable brands struggle to match. Until ethical fashion can compete with fast fashion’s speed, variety, and convenience, or until consumer mindsets shift, fast fashion will likely continue to dominate wardrobes. However, there are meaningful steps that can bridge the affordability gap and bring sustainable fashion closer to mainstream acceptance. Government action can significantly influence both consumer and business behavior. The UAE, known for its forward-thinking policies, has the potential to lead the region sustainably by reducing import taxes on eco-friendly textiles, offering grants for ethical fashion startups, or providing subsidies for sustainable manufacturing. With national strategies such as the UAE Vision 2030 and Dubai’s Clean Energy Strategy already promoting sustainability, expanding these frameworks to include fashion could help make conscious clothing both accessible and affordable. Some brands are also reimagining their production models to balance ethics with affordability. Techniques such as on-demand manufacturing, digital prototyping, and the use of recycled or upcycled materials are helping reduce waste and production costs. Encouraging local sourcing and regional manufacturing hubs could further minimize shipping expenses and carbon footprints. Strengthening domestic fashion infrastructure would not only support emerging designers but also make sustainable fashion more competitive in pricing. Equally important is how sustainable fashion is communicated. Fast fashion sells immediacy, while sustainable fashion must sell longevity. Brands that succeed in the UAE market are those that position sustainability as an investment, offering garments that last longer, transcend trends, and align with personal values. This shift in narrative, from guilt-driven messaging to empowerment, helps consumers see sustainability as a form of self-expression and status. Collaborations with trusted influencers, transparent storytelling, and educational campaigns can reshape perceptions and inspire conscious buying behavior. Despite current challenges, the tide is slowly turning. In Dubai and Abu Dhabi, secondhand fashion platforms, clothing rental services, and thrift events are becoming increasingly popular among younger consumers. Minimalist wardrobes, capsule collections, and slow fashion movements are also gaining momentum, especially with Gen Z’s preference for authenticity and sustainability. Events like Fashion Forward Dubai and initiatives such as The Sustainable City are further amplifying awareness of ethical designers and practices. However, for true impact, sustainable fashion must evolve from a niche lifestyle to a cultural norm that is accessible, aspirational, and widely adopted. To reach wider audiences, sustainable brands must rethink how they connect with women. Instead of focusing solely on saving the planet, they should emphasize personal benefits such as durability, comfort, health, self-expression, and long-term investment. When sustainability becomes associated not just with ethics but also with elegance and empowerment, it will naturally appeal to the modern UAE woman who values both beauty and purpose. The road to widespread adoption of sustainable fashion in the UAE is not without challenges. Yet the nation’s blend of affluence, innovation, and visionary leadership offers fertile ground for transformation. The question is no longer whether women in the UAE care about sustainability, they clearly do. The true challenge lies in making ethical fashion accessible, stylish, and practical enough to inspire consistent loyalty. If affordability meets ethics, and if sustainability becomes a symbol of sophistication rather than sacrifice, the UAE could set a global benchmark for a new fashion era, one that allows women to look good, feel good, and do good. The promise of sustainable women’s fashion in the UAE is undeniable, but its potential remains constrained by economic and cultural barriers. Overcoming these challenges will require collaboration between governments, brands, and consumers, combining affordability with ethics, and innovation with tradition. When sustainability is no longer an alternative but the default, the UAE will redefine what it means to dress with both conscience and style. In my opinion, the future of women’s fashion in the UAE will not be a choice between affordability and ethics, it will be the harmony of both.