Lifestyle
9.26.2018
My Souk in the City, Middle East Fashion Designers, One Click Away
The start-up uses all the tools of digital marketing, media and ephemeral shops to introduce young designers from the Middle East. Through a complete and varied offer of chic, ethical and authentic products, My Souk in the City exports the Middle Eastern art of living all over the world.
“My Souk in the City is the first fashion and lifestyle marketplace for emerging creators from the Maghreb and the Middle East”, Hasnaa describes her project with a perfect hemistiche, a clear rhythm and a melodious tone. She started up with quite an original goal, that of “highlighting these emerging brands of the region, this creativity, this know-how and getting to raise their awareness around the world”.
Hybrid, innovative and original
In order to do so, she doesn’t hesitate to use the latest marketing and innovative tools currently available. Thus, she celebrated the launch of her online shop with a pop-up store, where a selection of articles could be seen, that customers could order on tablets that were connected to the platform and then receive them directly at home. This, enabled Hasnaa Guessous to teach how to use her platform and to make her way within the Parisian sphere of trendy people that are eager for new and exotic lifestyles, and create a new community.
My Souk in the City is not only and original and innovative platform, it is also an hybrid one. Beyond simply offering articles for sale, it is also a trendy, chic and practical magazine, a catalog of references, addresses, trends and inspirations around the Maghreb and the Middle East, as well as a travel guide! It is supplied by the team and even the creators themselves, who share in articles their habits, travels and experiences throughout the region.
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Riyadh, Capital of Arab FashionHighlighting the creators from the Middle East
The region is experiencing an unprecedented development, in particular at the instigation of Dubai, which has become the Middle East’s fashion hub. The recent launch of Vogue Arabia, the Dubai-based and Middle Eastern edition of the famous fashion magazine, has confirmed this trend, with its first issue published in March 2017.
A real wind of freedom, creativity and, above all, modernity is currently blowing on the region. It is driven by its young creators who are full of ideas to bring up to date the region’s ancestral patterns and know-how. They even take the lead by following the slow-fashion trend through the preservation of traditions and crafts, the use of recycled or organic products, an ethical production and partnerships with local associations and community projects. There are also values that My Souk in the City defends by carefully choosing its creators.
Export a whole Middle Eastern-styled way of life
The platform aims to offer a compendium of talents from across the region, to give them unprecedented visibility and to unveil this creative scene to the rest of the world. Thus, the site currently offers “nearly 600 products […] with ready-to-wear, accessories, jewelry, beauty”, a whole panel that continues to grow as Hasnaa announces that she and her team have “started to bring in home articles with decoration”. She adds, “the idea is to make a global online store concept” and to highlight all the elements that compose the Middle Eastern art of living… Or rather its arts of living, with currently “a thirty brands from Morocco, Tunisia, Egypt, Lebanon, Jordan, we have brands that are based in Dubai and Saudi Arabia will arrive soon”.
Through such a comprehensive offer, My Souk in the City tells the story of the Maghreb and the Middle East and hopes to give France, Europe and the rest of the world a different image of the region.
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