The ‘Anna Wintour de Oriente Middle’ is this princess who asks for fashion ‘demure’

(Update April 13, 2017: Business of Fashion confirmed, with the princess as his own source, that from Juhani Abdulaziz has been fired from Vogue Arabia after being a chief editor in just two numbers)

One is to taste; the other, from Saudi Arabia.A priori little they would have in common, but both women seem to demonstrate that in the Middle East the luxury business is a matter of real families.If the Catarí, with former sheikh Seikha Mozah Bint Nasser in front, owns firms such as Valentino or Balmain, the Saudi has had one of her princesses in front of Vogue Arabia for a few months.

Only a few days ago from Juhani Abdulaziz, which they have already baptized as the "Anna Wintour of the Middle East", he recorded on Instagram of the party that they celebrated on April 7 by everything high in Doha on the occasion of the launch of Magazine.The event has coincided with the first printed issue, starring a controversial Gigi Hadid covered by a veil.Its website, on the other hand, has more tour: Vogue Arabia has been ongo.

From Juhani is very, far from being a newcomer to the sector.Her innate understanding for the western and eastern vision of fashion has led her to succeed in the luxury retail thanks to her store called D’A na.Based since 2006 in Riad, capital of Saudi Arabia, expanded to Doha (Qatar) with another place about four years ago.He made the leap to the e-commerce with the launch of the online store last year, coinciding with his tenth anniversary.Conceived almost more as a restricted club of members than as a boutique, the merit of this concept store goes through introducing British designers such as Mary Katrantzou or Erdem among the select Arab clientele (always adapting orders to their requests) and persuading other creatorsAs Diane Von Furstenberg to lengthen low and raise necklines, more according to the modest garments that Sharia marks.Katrantzou herself has said that when she is always designing, she thinks of Deena "like the archetype of modern women".Deena's is one of the most common faces of fashion weeks, since it is not uncommon to see her in parades of other names for which she was one of the first to bet, such as Roksanda, Osman, Prabal Gurung or Jason Wu, passingBy Martin Margiela or Veronique Branquinho.

From Al-Juhani at an ‘Business of Fashion’ event in 2016.Photo: Getty

In Ralph and Russo's Front-Row during the Paris Fashion Week last January with Kirsten Dunst and Arizona Muse.Photo: Getty

The wide vision that of the Al-Juhani has of the East and West is due to his own life.He was born in California 42 years ago and spent his entire life between East Middle and the United States.His father, an outstanding economist, gave classes between the universities of Ann Arbor (Michigan) and Boulder (Colorado).Seeing that her daughter's translation career was not going anywhere, she decided to bet on the project she had in mind and invest in her business: “I had a conversation with my family and they told me‘ Why don't you do it?We are going to support you.You will succeed'.Believe me if I tell you that I had no business plan.For me it was a ‘I'm just going to do it’.And it was exactly what I did, ”he explained to The Cut.In July of last year he resigned from D’A na.

His was an early passion for fashion.His first contact was through the English Tatler and after Vogue, which was soaked page by page with each number that led to Riad: “Most of my friends had no need to talk about Nan Kempner or Christian Lacroix, so I highlightedbeing different ".That obsession with the industry resulted in the frustrated dream of becoming an editorial stylist to Polly Mellen, one of the editors with which the mythical photographer Richard Avedon collaborated more closely.However, "that work did not exist in the Middle East, and it was not realistic for me full time to the United States to become a stylist".The closest thing it was was to try to be hired as a fellow in a Riyadh store, but they did not take it for being "too qualified".D’A na was the next step (and definitive trampoline) that would catapult the direction of Vogue Arabia.

The current director of ‘Vogue Arabia’ has owned a luxury multi -brand store in its own voice in the Arab world.Photo: Getty

In addition to being the first princess to direct a fashion header, it was also the first retailer in the Middle East to get her store to appear in Farfetch.com.In fact, she herself put her work before her condition: “I am not a real family by birth and it is not my place to represent the family.It was plebeian before becoming a highness, and I want to be known for what I do, not for a title, ”he made clear in an interview for The Telegraph.He became part of the royal family in 1998, when she married Alaïa with Sultan Bin Fahad Bin Nasser, with whom she has three children.They were living in New York for a while, until he moved to Riad.

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His style

Deena Al-Juhani is closer to Rania de Jordan's style than that of former sheikh Seikah Mozah, but perhaps she is the ‘Royal’ of the Eastern Mord.It is not uncommon to see it with piercings (in a luxury key, with diamonds), which combines with a risky Pixie, very in the line of the mythical haircut that the stylist Garren made to Linda EvangelistChristy Turlington's.It is demonstrated by your Instagram account).

From Al-Juhani he went from a short hair to a risky Pixie, with whom he wears his piercings in all his splendor.Photo: Getty

As for clothing, he has no problem showing, always with modesty, certain parts of his body such as the feet, arms (and slightly, the neckline) or marking a little waist.Although the Abayas make him feel "like Grace Kelly", he never carries them in the West, nor the hijab: "We dress for other women and when there are men present at the events, of course we wear something more conservative.This is a comfort and context level.There are some things you carry and that you do not carry, just as you would never dress half Buckingham Palace, ”he declared for the British newspaper.

Like any IT-Girl present in the fashion weeks, its style has been purified over time.But to a large extent it is also due to the way of dressing of his own mother: “It resembles Anouk Aimée and is the quintessence of Yves Saint Laurent's woman of the 70s.We used to go to the haute couture parades, from Valentino to Chanel ".

His style incluye tanto tonos nude como colores fuertes, que le gusta llevar en invierno.Photo: Getty

His goal with Vogue Arabia

In a panorama in which heads such as Est east, Marie Claire and Harper's Bazaar Arabia are well established, the intention of Deena Al-Juhani is not much less to take a political position (despite the politicization of Vogue USA, theTrump immigration policies or the situation that women have in their own country).And of course, it goes far beyond being "a love letter to Arabia".His intention is to shed a little light to the important role that Muslim clientele has had in fashion: “The Arabs have been responsible for surviving the haute couture business from the late 60s to today.I would like to understand why we are undervalued and we are seen as people who only spend their money.Do not forget that we understand almost more than anyone on earth.We have been here long before the Russians or the Chinese entered the scene, ”he said in another interview for the New York Times.

The launch of Vogue Arabia comes in response to a phenomenon that grows like foam: in 2013 Muslims spent $ 266 million on clothing and footwear (more than Japan and Italy together), and it is expected that by 2019 it reaches 484 billion Dollars. Cada vez más marcas del lujo se suben a este cohete con colecciones de ropa modesta (como las abayas de Dolce & Gabbanna, las colecciones cápsula de Uniqlo), presentando desfiles en sus ciudades emblemáticas (como Chanel), o haciendo subir a la pasarela modelos con pañuelo como Halima Aden.They also have their own net-a-porter, called The Modist.

His closet is not as rigid as that of Sheika Mozah, but he never teaches.His is the "modest clothes".Photo: Getty