New Balance signs US-Kuwaiti influencer Ascia Al-Faraj as brand ambassador

New Balance signs US-Kuwaiti influencer Ascia Al-Faraj as brand ambassador
Ascia Al-Faraj is the first female representative from the region to sign for the brand. (Supplied)
Short Url
Updated 04 March 2021

New Balance signs US-Kuwaiti influencer Ascia Al-Faraj as brand ambassador

New Balance signs US-Kuwaiti influencer Ascia Al-Faraj as brand ambassador

DUBAI: Global athletic label New Balance has signed American-Kuwaiti fashion influencer Ascia Al-Faraj as the brand’s newest regional ambassador.

Al-Faraj is the first female representative from the region to sign for the brand, according to a released statement, and would debut as the face of the New Balance NB collective campaign titled “Energise a Generation” that is set to launch on Thursday across the Middle East.




Caption

The collection is made up of two signature styles with contrasting colors. The hero shoes, which the entrepreneur championed for the campaign, feature a bold, vibrant mix of pink, purple, teal and yellow – aptly matching her colorful persona.

The other style sports a simple monochrome look.

The blogger, who boasts over 2.6 million followers on Instagram, took to the platform to express her excitement. “Proud to announce that I am the first Middle Eastern female brand ambassador of @NewBalance. A whole brand ambassador you guys. A whole face of the brand,” she wrote to her fans.

As soon as the mother-of-two shared the news on social media, her fellow influencers including British-Egyptian influencer Dina Torkia, Lebanese blogger Karen Wazen expressed their support by commenting on her post.

To celebrate the launch of the NB Collective, Al-Faraj will moderate a live digital panel discussion with two female guest speakers that will be streamed on her Instagram page.

Coinciding with International Women’s Day, the session will discuss ‘Energising Women’ in the region, tying it back to the campaign’s original messaging and premise.

Stuart Henwood, the general for New Balance Middle East and Egypt said in the statement: “Ascia embodies the fearlessly independent nature of New Balance. The synergies with Ascia vision and core values is why this partnership with Ascia is a game changer for us at a time of exciting evolution within the region.”

Al-Faraj owns two diverse businesses: Desert Baby, a brand that sells baby and toddler products, and Seoul Kool, a Korean beauty brand.

She is also an advocate for equality and passionately uses her platform to promote female empowerment especially for Arab women.


Lebanese style icon Karen Wazen fronts Ralph Lauren campaign with her children

Lebanese style icon Karen Wazen fronts Ralph Lauren campaign with her children
Lebanese influencer and designer Karen Wazen stars in new Polo Ralph Lauren campaign with her children. Instagram
Updated 57 min 20 sec ago

Lebanese style icon Karen Wazen fronts Ralph Lauren campaign with her children

Lebanese style icon Karen Wazen fronts Ralph Lauren campaign with her children

DUBAI: Lebanese influencer and designer Karen Wazen was recently tapped to front a new campaign for Polo Ralph Lauren, and she is sharing the spotlight with her family. Wazen features in the campaign images with her three children, twin girls Karlie and Kay, and her son George.

“Ah so happy to share with you our Family Campaign for @PoloRalphLauren!!” exclaimed the Dubai-based fashion blogger on Instagram, alongside the campaign images. “There are no words to explain the love and emotions I have for my family... they’re my biggest blessing and pride,” she added, thanking Polo Ralph Lauren for “capturing these beautiful moments together.”

It’s not the first time that the American brand has shone a spotlight on an Arab family for a major campaign.

Back in December, the label released a campaign titled “Family is Who You Love,” featuring a diverse cast of siblings, parents and children, among them Saudi sisters Sakhaa and Thana Abdul as well as British-Moroccan model Nora Attal and her family.


Actress Jameela Jamil defends US singer Demi Lovato in body positivity row

Actress Jameela Jamil defends US singer Demi Lovato in body positivity row
Jameela Jamil is well known for her body positivity organization ‘I Weigh.’ File/ AFP
Updated 20 April 2021

Actress Jameela Jamil defends US singer Demi Lovato in body positivity row

Actress Jameela Jamil defends US singer Demi Lovato in body positivity row

DUBAI: British actress Jameela Jamil took to her social media account to defend US singer and actress Demi Lovato due to a body positivity controversy this week. 

Lovato, who is best known for her role in Disney’s musical “Camp Rock,” recently called out a popular Los Angeles-based frozen yogurt shop The Bigg Chill, stating that the store’s diet options could lead some people to feel uncomfortable.  

"Finding it extremely hard to order froyo from @thebiggchillofficial when you have to walk past tons of sugar free cookies (and) other diet foods before you get to the counter,” said the “Cool for the Summer” singer, who has been vocal about her struggles with eating disorders in her documentary “Dancing With The Devil.” The 28-year-old urged the business to “do better” along with the hashtag #dietculturevulture.  

Jamil was quick to come to Lovato’s support, after the singer’s comments garnered some backlash online. Taking to her Instagram Stories, the “The Good Place” star wrote, “Ok, I want to try to avoid making the story bigger than it already is. But if an eating disorder advocate says she sees products that are positioned as guilt free, and it is potentially triggering, that doesn’t mean she’s too stupid to remember that diabetics exist. It just means that we need to change the marketing of products that are for people’s medical needs.”

She added: “That’s all @ddlovato was asking for. It doesn’t make her a monster. It doesn’t mean she disregards people’s illnesses. She’s just one of few celebrities reminding us to look out for mental illness. Guilt free is diet culture terminology.”

The British-Pakistani-Indian actress is a major advocate for body positivity.

The 34-year-old, who became a household name with her activism and role as Tahani Al-Jamil on NBC’s “The Good Place,” routinely takes to her platform to encourage people to respect their bodies and often gets candid about her struggles with eating disorders and body dysmorphia that she grappled with in her teenage years.

Jamil is also well known for her body positivity organization “I Weigh,” that focuses on self-worth and body positivity beyond weight, encouraging people to weigh themselves by their positive attributes, as opposed to numbers on a scale.


From Riyadh to Dubai, why is good coffee in the region so expensive?

A cup of coffee from Dubai-based Nightjar costs $5. File/Instagram@nightjar.coffee
A cup of coffee from Dubai-based Nightjar costs $5. File/[email protected]
Updated 19 April 2021

From Riyadh to Dubai, why is good coffee in the region so expensive?

A cup of coffee from Dubai-based Nightjar costs $5. File/Instagram@nightjar.coffee

DUBAI: Buying a cup of coffee in the Gulf can be quite expensive.

Coffee lovers often bemoan the fact that their latte costs double in Dubai or Riyadh what it does in other countries.

What we might not realize, however, is that we are paying for a lot more than milk and beans in that cup of coffee.

Last week, social media was set alight by a complaint over the price of a $7 flat white in Dubai. Coffee lovers from Kuwait, Bahrain, Saudi Arabia and Qatar chimed in on whether the cost was justified. It begs the question: Why is coffee so expensive in this region?

We spoke to cafe operators to find out.

Leon Surynt, owner of Nightjar Coffee, one of Dubai’s most popular coffee brands and cafes, said that it is “really hard” to keep his coffee affordable.

Nightjar imports its own beans directly from farms around the world, roasts them at its Alserkal Avenue roastery and sells to hotels and cafes across the country. 

“You need to have multiple avenues, which is a bit of online, a bit of wholesale and a bit of cafe, to make money here,” Surynt says. 

“We live in a society that has a low tax rate, but we also have many compliance costs.”

If we were to break down the cost of a latte at Nightjar ($5), Surynt says, the ingredients — milk and coffee — and the cup only account for about $1 or 20 percent. He estimates that staff wages and expenses, on the other hand, make up a whopping 30 percent, while rent is another 15 percent. Other overheads, such as government fees, marketing, admin and logistics mean his profit from that one latte is about AED 4 (or $1). And that’s not accounting for the cost of delivery aggregators, his salary and kitchen operations.

“There are a lot of hidden costs here,” Surynt said. 

The story is the same for many others.

Samer Harkous, business development manager for Cypher Coffee, supplies hundreds of cafes in the UAE and overseas with green and roasted beans. 

Cypher does not operate a cafe but offers samples at its roastery.

When pricing Cypher’s products, Harkous said rent and municipality fees must be built into the price of beans, and a profit needs to be made on top of that. The cafe selling those beans must then add on its own costs.

And roasting beans is a costly — and difficult — process.

Equipment is imported from overseas. Each bean requires a different roasting method, which is meticulously recorded on charts by staff, from monitoring the necessary temperature and gas levels to listening for the “first crack.” 

Beans themselves command a range of prices. Cypher’s most expensive roast is from Yemen (up to $136 per kilogram) and its cheapest, and most popular, is from Brazil (between $16 to $82 per kilogram). 

Brazilian beans are therefore used by cafes wanting to keep costs down. More expensive beans, usually used by specialty coffee houses, will command a higher price.

Ali Al-Fahad, founder of Earth Roastery, which was established in Kuwait in 2014 and has spread across the region since, adjusts his coffee prices depending on the country he operates in. 

He said that Kuwait is the most expensive and logistically difficult location for a cafe business, while Dubai is the easiest and cheapest. That is why it took them until 2019 to open a café. Before that, he was solely selling wholesale coffee beans.

“Business here is very risky. Very few people can be successful,” he said. “When we opened the coffee shop, we understood that.”

Al-Fahad said their highest costs go on salaries and visa costs, followed by rent and logistics.

“Customers travel. They want the same quality and experience as they have in Europe. But to be on that level, you need to invest more.”

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by (@crustandcrema)

Cyrus Woo, deputy director at Bahrain’s Crust and Crema, said pricing was a “sensitive” subject when they opened.

“We had to be very careful. We only had other coffee shops to compare to, so we did market research and then did our own costing.”

Of the $4 it costs for an Americano or $5 for a latte, Woo agreed that what the customer is mostly paying for is staff salaries.

“If you factor in how much of the coffee and milk you’re going to use for one drink, those are the minimal costs involved,” Woo said.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by (@crustandcrema)

“You’re paying for the atmosphere, overheads, marketing, utilities, rent, insurance, equipment and labor costs. The market is saturated, and baristas are in high demand, so you have to pay more for them.”

Woo said that while coffee makes more money than food at a cafe, for coffee to be profitable, a cafe has to “sell a lot.”

“We are a for-profit business. We need to be able to survive, but we don’t want to be greedy. 

“I hope that when people come in and have coffee, they appreciate there’s a lot more involved, that they’re paying for the experience.”

So, when you’re handing over $7 for your latte, lamenting the expense, remember: You’re not just buying a coffee. You’re paying for your surroundings and for your barista’s wages. And actually, for $7, that’s pretty reasonable.


Moroccan-Italian model Malika El-Maslouhi stars in new Hugo Eyewear campaign

The model posed for the new Hugo Eyewear Spring 2021 campaign. Instagram
The model posed for the new Hugo Eyewear Spring 2021 campaign. Instagram
Updated 19 April 2021

Moroccan-Italian model Malika El-Maslouhi stars in new Hugo Eyewear campaign

The model posed for the new Hugo Eyewear Spring 2021 campaign. Instagram

DUBAI: There’s no slowing down Malika El-Maslouhi. This week, the Moroccan-Italian model was selected to star in the new Hugo Eyewear Spring 2021 campaign, which was shot by fashion photographer Matteo Montanari.

Featuring alongside model Parker Van Noord, the catwalker appears in a video and campaign photographs wearing key pieces from the German label’s most recent eyewear collection. For the campaign, the 22-year-old posed on a rooftop wearing the brand’s newest range of optical frames and sunglasses, paired with a mustard yellow double-breasted suit and a black, logo emblazoned Hugo Boss top.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by HUGO (@hugo_official)

The campaigns keep on rolling in for the rising star, who was born in Milan to an Italian mother and a Moroccan father.

In addition to her latest work with Hugo Eyewear, El-Maslouhi also recently appeared in campaigns for Zadig & Voltaire, Ralph Lauren, Calvin Klein Swim, Jacquemus and Mango alongside fellow Moroccan model Nora Attal.

Memorably, she was the star of designer Peter Dundas’ most recent collection. The Norwegian designer selected the breakout model to  showcase the brand’s glamorous new offering for Fall 2021, which was digitally presented in a look book format.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by MALIKA (@malika.elmaslouhi)

And when she’s not modeling different collections for brands, she’s helping design them.

She recently teamed up with London-based retailer Ishkar on a range of necklaces delicately handcrafted by jewelers in Kabul, Afghanistan. 

According to the online store, founded by former UAE residents Edmund Le Brun and Flore de Taisne in 2016, the Malika x Ishkar collection is set to drop soon.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by I S H K A R (@ishkar.co)

El-Maslouhi, who is signed to VIVA Model Management, made her modelling debut when she was 18 years old at the Alberta Ferretti Fall 2019 show and went on to walk for the Dior Cruise 2020 show held in Marrakech a month later.

She would go on to quit her university studies to pursue modeling full-time, gracing the runways of storied fashion houses such as Hermes and Chanel.

The model, who splits her time between Italy, France and the Netherlands, also has a few editorials under her belt, including Vogue Russia, British Vogue, Dazed Magazine and Elle France, for which she recently served as the cover star.


Beauty mogul Huda Kattan donates one million meals to new UAE campaign

The beauty mogul urged her followers on social media to donate to the campaign. File/Getty Images
The beauty mogul urged her followers on social media to donate to the campaign. File/Getty Images
Updated 19 April 2021

Beauty mogul Huda Kattan donates one million meals to new UAE campaign

The beauty mogul urged her followers on social media to donate to the campaign. File/Getty Images

DUBAI: Dubai-based beauty mogul Huda Kattan took to Instagram on Saturday to reveal she has taken part in a food drive campaign launched by the ruler of Dubai, Sheikh Mohammed bin Rashid Al-Maktoum.

The 100 Million Meals mission was launched to provide food parcels to disadvantaged communities across 20 countries in the Middle East, Asia and Africa in an effort to combat hunger and malnutrition, exacerbated by COVID-19. 

Kattan announced that she has donated one million meals to those less fortunate via her cosmetics company Huda Beauty.

“It’s hard to believe that in today’s world, in 2021, we’re still dealing with issues of malnutrition and that every ten seconds a child dies because of hunger. This initiative is so incredible and it’s just a reminder of how each and every single one of us has the power to make a change,” said Kattan in a video posted to her Instagram account.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by Huda Kattan (@huda)

“I’m so proud to live in a country that prioritizes world hunger,” she said, urging her 2.2 million followers to donate to the charitable initiative.

The 100 Million Meals campaign is an expansion of the 10 Million Meals campaign, which was launched in 2020 to help those worst hit by the COVID-19 pandemic.

Within a week of its launch, the initiative has raised over $21,200,000 equivalent to providing more than 78 million meals, as massive donations continue to pour in from individuals and companies inside and outside the UAE.

Kattan is an avid humanitarian and often steps up to help those who need it most.

In June, her cosmetics brand, Huda Beauty, donated $500,000 to the NAACP Legal Defense Fund, a civil and human rights organization that provides legal assistance to low-income African Americans, during the height of the Black Lives Matters protests that swept through the US last year. 

Before that, the US-Iraqi beauty mogul pledged to donate $100,000 — to be split between 100 different freelance makeup artists providing them with $1000 each — in a bid to help people in the industry stay afloat financially during the pandemic.