Vogue Arabia All Set For A Middle East Debut

Vogue Arabia
Recognizing the immense potential of the Arabian fashion market, Condé Nast International is all set to launch the new edition of Vogue in the Middle East – Vogue Arabia.

The Arab edition of Vogue will make its debut as an English and Arabic language website, with a print edition to follow in spring 2017.

Saudi Arabian Princess Deena Aljuhani Abdulaziz has been taken on board as the Editor-in-Chief of Vogue Arabia, which will be distributed in several Middle Eastern countries including Saudi Arabia, Bahrain, Qatar, Kuwait, Oman and the United Arab Emirates.

Ms Abdulaziz is well known in the fashion world as the founder of a Riyadh-based, members-only boutique, D’NA, which is considered to be a beacon of fashion in the Arabian peninsula. The cosmopolitan Saudi princess is an authoritative voice on fashion and luxury in the Middle East and acts as a mentor to emerging fashion talents. Having spent time in the United States and Europe, she brings to the role an understanding of Western and Arab cultures.

Vogue Arabia will be based in Dubai, where Nervora, a media company that Condé Nast has partnered with, will target the wider Middle East region.

“Nearly four years ago, we embarked on a mission to change the fashion landscape in the Middle East with Style.com/Arabia. That mission continues — and grows markedly — with Vogue, the world’s pre-eminent fashion publication. We couldn’t be more thrilled,” said Shashi Menon, CEO, Nervora.

Karina Dobrotvorskaya, President of Condé Nast New Markets and Editorial Director, Brand Development, added “A digital first launch for Vogue is a historic moment. By transitioning the existing Style.com/Arabia platform we immediately draw on a unique blend of digital experience and entrepreneurial spirit at Nervora, an Editor in Chief with a deep understanding of fashion and the modern Arabian woman, all supported by the publishing expertise of Condé Nast International. We are excited to put Arabian fashion culture in an international context and hope that Vogue Arabia will transform the media landscape in the region.

All eyes would be on this new launch in wake of the controversial comments passed by Jonathan Newhouse, Chairman and Chief Executive Officer at Condé Nast International less than 10 years ago. During that time, he has dismissed a proposal to launch Vogue Middle East with the reason of the region having “an element that rejects Western values of freedom of expression, equality for women and expression of sexuality.”

“The time has come to make it a reality,” said Mr Newhouse while speaking to Business Of House, adding that the company had decided to explore the market with its Condé Nast Traveller and Architectural Digest brands, before building the confidence to consider launching a Vogue in the Middle East.

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