Abu Dhabi, UAESaturday 7 December 2019

Ahead of Middle East expansion, Net-a-Porter teams up with Ascia Al-Faraj

Ascia Al-Faraj is the face of Net-a-Porter’s first Middle East campaign for spring/summer 2017. Courtesy of Net-a-Porter
Ascia Al-Faraj is the face of Net-a-Porter’s first Middle East campaign for spring/summer 2017. Courtesy of Net-a-Porter

She’s cool, stylish and shows time and again on her social media feeds that you can have it all: fashion, fame and an adorable family. And now, popular fashion blogger Ascia Al-Faraj is the face of Net-a-Porter’s first regional spring/summer 2017 campaign targeting Middle Eastern customers.

Like many “influencers”, the American-Kuwaiti blogger shares snippets of her life with her followers on social media and currently has two million followers on Instagram alone. While she began her blogging career almost purely posting images of her daily outfits, as her life has evolved, so have her social media platforms. Now, followers frequently see images of her husband (fellow blogger, Latino-Kuwaiti Ahmad) and two children, in addition to her fashion campaigns and collaborations. Her profiles aren’t laden with the flamboyant selfies and narcissistic captions reflective of so many other regional bloggers. Rather, she comes across as candid, personal and relatable in her posts, which range in topic from pregnancy advice to beauty buys.

As part of her one-month-long partnership with Net-a-Porter, Al-Faraj will give her styling tips via four different videos, supplemented by street style photos. “I am so excited to be collaborating with Net-a-Porter on what is such an important part of my life: fashion,” says Al-Faraj. “Creating this kind of recognition on an international scale is going to create a huge, positive impact and I’m honoured to be part of this campaign.”

Net-a-Porter’s decision to recruit Al-Faraj is a calculated one. Al-Faraj is one of the region’s most popular fashion bloggers, and the global e-tail giant currently has its eye on the Middle East market. At the end of 2016, it was announced that Yoox Net-a-Porter Group is teaming up with UAE-based Symphony Investments, headed by Mohamed Alabbar, to manage Net-a-Porter, Mr Porter, Yoox and The Outnet within the Middle East. These sites will reportedly launch between 2018 and 2019.

hlodi@thenational.ae

Updated: March 19, 2017 04:00 AM

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