How Influencers are Changing the Fashion Landscape

TIME: Friday 27 Oct 2017, 4:30 PM
Lana El Sahely - Blogger/Founder,
Alia Fawad - Director, ITP Live
Zeynab El-Helw - Blogger/Entrepreneur, Fashion Pirate
Ahmad Daabas - Entrepreneur / Founder of AMDmode
Moderated by Sujata Assomull - Consulting Fashion editor, Khaleej Times

Lana El Sahely L’Armoire De Lana

Lana El Sahely
L’Armoire De Lana



Lana El Sahely was born and raised in Cameroon, Africa, and grew up inspired by her mother′s passion for fashion. She′s full of passion for life with a style as playful as her moods. Combining her talent for writing and her passion for fashion, she decided to conduct internships at well established fashion magazines after completing a BA in Economics at AUB.

In August 2010, while blogs still constituted an early phenomena in the Middle-East, she launched from the heart of Beirut to the world. It became her platform to express herself and share with her readers her fashion reviews, styling experiences and exciting travels. is a peephole into a beautiful yet eccentric world. From fashion to styling, beauty and lifestyle, Lana writes and shares everything that inspires her, featuring exclusive collaborations with major Fashion houses & coverage of International Fashion Weeks. She also walked the Dolce & Gabbana fashion show in Milan Fashion Week A/W 2017, and was personally picked by international makeup artist, Charlotte Tilbury for a very special editorial in Harper’s Bazaar Arabia.

Lana shares also her adventures through a wide social presence on the most important platforms such as Facebook, Instagram, Twitter, Tumblr, Pinterest and Snapchat.

Alia Fawad ITP Live

Alia Fawad
ITP Live



With over twenty five years of experience in the Media and Content Creation industry, Alia Fawad has been with ITP Media Group, the largest publishing house in the Middle East, since 2004. In her role as a publisher she has worked on brands like Harper’s Bazaar Arabia, Grazia Middle East and launched Cosmopolitan Middle East, Conde Nast Traveller Middle East, among other print and digital brands.

Transitioning from publishing to Influencer Marketing, in January 2017 Alia Fawad launched the new division called ITP Live for ITP Media Group. Filling in the gap of a structural and strategic approach to content distribution on social media platforms in the region.

Sujata Assomull Khaleej Times

Sujata Assomull
Khaleej Times



One of India’s most informed and influential commentators on Indian fashion Sujata Assomull was the launch editor of Harper’s Bazaar India. Having worked at ELLE India, Indian Express and Verve, she also has been the communications  director of Gucci, Bottega Veneta and Jimmy Choo in India. Having worked on both sides of the fashion divide, she moved to Dubai  two years ago as the consulting Fashion Editor of the region’s first English daily, Khaleej Times.  She is also a contributing editor to Vogue India.

Zeynab El-Helw Fashion Pirate

Zeynab El-Helw
Fashion Pirate



Zeynab El-Helw, born in April 26th. She grew up in London, was trained in piano and flute, graduated from Central St. Martins, with an honours degree from the faculty of fashion focusing on costume / theatre design, then went on to earn a master’s degree in marketing and a second master’s in international business management. She moved to Dubai in 2009, where she still currently lives, and worked for Dior, managing its marketing for the Middle East, Africa and Turkey region. 5 years later In 2014 she started Fashion Pirate, an online blog and boutique “to develop something on my own' where she commenced with sharing blog articles on her fashion style and travel then developed further to also curate jewellery/ accessories and further broadened into clothing,” curating items with a style she calls “street glam for the unisex" all under the umbrella of the Fashion Pirate shop. Today Zeynab is a well know Fashion/Lifestyle/ Travel blogger in the Middle East and Europe, successful entrepreneur and a newly wed.

Zeynab was interviewed by CNN for a special segment showcasing 'Inside the Middle East', MBC, in 2017. In 2014 Fashion Pirate was interviewed by New York Times. Also was featured in magazines such as: Grazia Middle East, Hello! Middle East, Ahlan!, MyStyle, Arabian Business, Harpers Bazaar Bride, Hello Bridal, Arabian watches and jewellery, Health Guru.

Today Zeynab has worked with over 40 brands, including Hublot, Richard Mille, Chopard, Claudie Pierlot, Baume & Mercier, HP, Michael Kors, Fendi, Emirates NBD, Crest, Benefit, Max Factor, Rimmel, Pantene, Olay, & many more.

Ahmad Daabas  Entrepreneur / Founder of AMDmode

Ahmad Daabas
Entrepreneur / Founder of AMDmode



Dubai-based Ahmad Daabas is a renowned regional fashion influencer. Consistently featured in the ‘Best Dressed’ lists of local and international publications, his keen sartorial sense has led him to become menswear icon in the Middle East. With a background in finance, Ahmad’s first venture in the fashion world was as the founder of the online men’s magazine a platform for showcasing the best of men’s fashion and lifestyle. Through the site, Ahmad reaches a captive local and international audience, offering up his edit of the best of the best, from luxury cars to fashion accessories. Recently being selected to walk the Dolce & Gabbana show in Milan amongs international influencers in addition to receiving the “Young  Arab Award” for the year 2016.