The BoF Podcast | Deena Aljuhani Abdulaziz on Redefining Arab Fashion Media

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Background:

Deena Aljuhani Abdulaziz was drawn to vogue from a younger age, devouring problems with Vogue and Tatler. This led her to arrange D’NA, a members-only boutique primarily based in Saudi Arabia and Qatar. 10 years later when she closed her boutique, she grew to become the founding editor-in-chief of Vogue Arabia – however quickly parted methods with the publication as a result of a misalignment in values.

Now, Aljuhani Abdulaziz is again along with her personal media publication, on her personal phrases. ‘Deenathe1st.com’ is an editorial way of life web site devoted to fostering a artistic group that celebrates Arab tradition.

“What I maintain expensive is what anyone would maintain expensive. Representing my tradition accurately and pretty,” she says. “And it’s not attempting to indicate off Western concepts to the area. It’s the opposite manner round. It’s showcasing the area and what we share creatively with the remainder of the world.”

This week on The BoF Podcast, Aljuhani Abdulaziz joins BoF founder and editor-in-chief Imran Amed to share her profession journey, the teachings she’s discovered about fostering tradition and group, and why the style group wants a brand new publication.

Key Insights:

• Born in California however raised between the US and Saudi Arabia, Aljuhani Abdulaziz is an professional code switcher who’s all the time felt in a position to act like a cultural bridge between the 2 worlds. “It by no means felt like an effort. It simply got here naturally. I feel that’s a part of what makes me who I’m in a way,” she shares. “It’s not simply in figures of speech, but in addition in how you’ll work together with individuals, as a result of there are completely different customs and traditions in numerous areas and in numerous households. It’s actually a few mind-set.”
• Aljuhani Abdulaziz’s first vogue affect was her mom, who she describes as “nonetheless very, very stylish.” As a toddler, her discovery of Tatler journal pushed this ardour even additional. “I picked it up and I opened up its pages and I used to be like, ‘Oh my goodness, that is it!’ I used to be simply so grateful and blissful that it existed.”
• Aljuhani Abdulaziz’s stint at Vogue Arabia ended abruptly after simply two months. “I understood the duty of being a voice for a really large area, being Arab myself,” she stated.  “I feel there was a degree when that didn’t align and the visions weren’t parallel.”
• Seeking to the long run, Aljuhani Abdulaziz says she is constructing her editorial way of life platform ‘Deenathe1st.com’ on the premise of group, shared values, and kindness. “I feel that it’s tremendous vital to remind individuals that you simply don’t need to be nasty to be trendy or to be in vogue or to be stylish,” she stated. “I might like to proceed my love letter to Arabia. That’s actually what I’m attempting to do with this web site.”

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