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Abu Dhabi, UAEWednesday 26 September 2018

Twitter launches its first live fashion news series with Sayidaty

The live-streamed episodes will cover the upcoming spring/summer 2019 fashion weeks, and will premiere on September 8

Gigi Hadid for Prabal Gurung at New York Fashion Week in February 2018. AFP
Gigi Hadid for Prabal Gurung at New York Fashion Week in February 2018. AFP

When New York Fashion Week commences later this week, Arab fashion enthusiasts on the other side of the world will get a chance to receive up-to-date coverage about spring runway trends – that is, as long as they’re on Twitter, whether logged in or logged out..

In a global first, Twitter has partnered with weekly Arabic women’s magazine Sayidaty to launch #FrontRow – a live fashion news series that will run on Twitter during the international spring/summer 2019 fashion weeks taking place over the next two months.

The series, which premieres on Twitter on September 8, will be in Arabic, and hosted by prominent Arab fashion personalities Rafeea Alhajsi and Dareen Al-Yawar. Alhajsi is the world’s first Emirati runway model, and Al-Yawar is a Saudi image consultant and fashion stylist. The two will provide commentary about relevant modest looks from the runway, along with general information about new collections and trends, in live episodes that are eight to 10 ten minutes long.

Emirati model Rafeea Al Hajsi, in a gown by Lebanese designer Aiisha Ramadan, at Huawei Arab Fashion Week.
Emirati model Rafeea Al Hajsi. AFP

“Twitter in Saudi Arabia is very important – it’s the first app we open in the morning,” says Al-Yawar. This may well be true about the region at large.

According to Kinda Ibrahim, director of media partnerships at Twitter Middle East, one in two women check Twitter multiple times a day, and since 2017, video views on Twitter have nearly doubled. “Twitter is the only platform where content and conversation can share a screen,” she says. “It’s the number-one platform for getting people excited about fashion shows.”

#FrontRow will be the third live series to launch on Twitter in Arabic, following Yalla Feed, which streamed throughout Ramadan, and Yalla Goal, which covered the recent 2018 Fifa World Cup. They reportedly roped in an average of 500,000 and 400,000 views per episode, respectively.

Nour Al Masri, regional digital director of Sayidaty, is confident that each episode #FrontRow will surpass these numbers. “There is a huge interest for this,” she says.

Sponsors of #FrontRow include TRESemmé and Lux, which will help target a tailored audience segment on Twitter. The live episodes will then appear as promoted tweets from @Sayidatynet, on their timelines.

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