Dear Readers, Followers & the SL Community,
What a start it has been for us in the region. Reflecting on the milestones, collaborations and unforgettable moments we’ve experienced, I am filled with gratitude and excitement for the journey ahead.
This year has been a true celebration and discovery of the women and talents that, for SheerLuxe and what we stand for, make the Middle East so exciting. From new Leading Ladies episodes with Nada Bashaen – whose boundless energy is unmatched – to the inimitable Mrs. Keepa, a designer whose flair and individuality redefine the word “cool”, we’ve been inspired every step of the way. Spending A Day In The Life with Arwa was another standout moment – her humility, warmth and immense talent are qualities that personify Saudi women.
Our podcasts brought even more talent to the forefront: the powerhouse that is Mariam Mossali, the ever-inspiring Dima Ayad (one of our favourite designers) and Nojoud, whose wardrobe is an absolute treasure chest.
Dubai Fashion Week was a special moment for us. From Mrs. Keepa’s short film to the opulent Cavalli showcase, the energy and creativity were unforgettable. And, of course, we celebrated the icon that is Nadine Kanso – founder of Bil Arabi – whose new collection unveiling was the party of the week, and a true testament to her influence and artistry.
Travelling to Paris Fashion Week to film a day with Abadia remains a personal highlight for me. This visionary Saudi designer embodies modest, modern fashion with sustainability and heritage at the brand's heart. Her work is a triumph for Saudi and a shining example of innovation.
Saudi is hard to put into words. We hope those who haven't travelled to this part of the world have got a feel for our genuine passion for this country – from our first event in Riyadh at Mr. Chow to the captivating Biennale, and the cultural treasure that is Diriyah. Not to mention Jeddah. What a place, what women – go there! The latter half of the year brought even more highlights, from Oud Fashion Talks in Kuwait (a joy in every sense) to the unforgettable Elie Saab showcase – a huge moment for Saudi Arabia and the region as a whole.
We also had the chance to experience the opening of The Jeddah Yacht Club, Jeddah Edition and in Dubai, One Za’abeel and The Lana. The latter reflects the perfect blend of chic, feminine luxury.
None of this would have been possible without the incredible SheerLuxe team, whose hard work and passion have brought this chapter to life. With Tamara Jabi as our Editor-in-Chief, we are building something truly special. It’s early days, but we are here for the long run, and I cannot wait to see what 2025 has in store.
Here’s to another year of exploring and showcasing all this region has to offer.
With love and thanks,
Dear Readers, Followers & the SL Community,
As the year draws to a close, I can’t help but reflect on what an incredible journey it has been since I joined SheerLuxe Middle East as Editor-in-Chief in June. It’s been a whirlwind of unforgettable moments, meaningful partnerships and chances to connect with some truly inspiring individuals across the region.
From the buzz of Fashion Weeks in Dubai and Saudi – witnessing all the creativity and craftsmanship on display – to being part of so many brand-defining moments, it has been remarkable and a testament to the vibrancy of the Middle Eastern fashion scene. This year, we introduced SheerLuxe’s much-loved Home Tours series to the Middle East – stepping inside the homes of incredible talents like Carla Baz – and launched our brand-new Office Tours concept. Both have been met with such enthusiasm and there's plenty more to come in 2025.
I have adored getting to know Saudi with the team, exploring the region’s rich culture and hospitality, while also witnessing its dynamic creative energy firsthand.
Our podcasts have been another highlight, giving me the chance to sit down with guests like Muzi Sufi, Lamia Dahmash, Deema Al Asadi, and Joelle Daaboul whose style and personalities make them second to none. Beyond that, we owe so much to our talented contributors who continue to enrich our platform. From Sarah Taha’s culinary adventures that transport us straight to the heart of Saudi to Jessica Chedid’s expertly curated Come Shopping With Me edits, it’s this blend of voices and perspectives that makes SheerLuxe Middle East so unique.
I also want to express my heartfelt gratitude to the SheerLuxe UK team, whose support and guidance have made me feel part of the family since day one. Their encouragement and collaboration have been unwavering as we continue to grow SheerLuxe Middle East.
Thank you for joining us on what is just the start... I can’t wait to see what the future holds.
With love and gratitude,
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