When Savoir Flair first launched on this day in 2009, we were the first-ever digital publication in the Middle East.
Take that in for a moment.
Today, we turn 10 years old, and on this auspicious anniversary we have taken an unprecedented step. While most publications began in print and eventually moved to a digital medium after print started “dying”, we’ve been digital since day one. True to our unconventional nature, we are going to print for the first time ever.
Published by none other than Assouline, Savoir Flair’s 10-year history will be chronicled in SFX, a supremely luxurious coffee-table book that will tell the story of the region’s changing relationship to fashion, filtered through our unique lens.
Our unconventional story begins with our Editor-in-Chief, Haleh Nia, who became the youngest editor and publisher in the Middle East when she launched Savoir Flair ten years ago today. Moving from strength to strength, we reached unrivaled milestones while the rest of the fashion industry was still struggling to adapt to the brave new digital era. As early adopters of the medium, Savoir Flair became the first digital publication in the world to shoot the Couture collections, and the first to shoot regional tastemakers and influencers — a now common trend.
Not only will we revisit our groundbreaking “firsts” and most beautiful archival editorials, but SFX will also contain never-before-seen shoots with some of the world’s top models. Stunning photoshoots featuring Ana Beatriz Barros, Hilary Rhoda, and Shanina Shaik will point us in the direction of the unwritten future. We’ll also showcase significant talent from the region like supermodels Halima Aden and Hanaa Ben Abdesslem, as well as Academy Award-nominated director, Nadine Labaki.
While we’re not revealing which ultra-famous supermodel will grace the cover of the book (you’ll have to wait and see), she will serve as a reminder of just how accomplished we’ve become in the past decade.
From the region’s first online magazine to an industry powerhouse, SFX — published by Assouline in March 2020 and sold in Assouline bookstores all over the globe — is ready to introduce the world to the Middle East in the way only we can. From the unimagined to the fully realized, SFX is more than a journey; it’s a time capsule that captures the power of digital entrepreneurship.