Launched in 2009 in the middle of a global recession, the Middle East’s first online magazine, Savoir Flair, was ahead of its time. Predicated on the idea that the digital landscape would soon overtake the analog, Savoir Flair quickly became the most trusted online authority on fashion, beauty, culture, and lifestyle in the region. Created by women and for women – and led by the Middle East’s youngest Publisher and Editor-in-Chief Haleh Nia – Savoir Flair became the vanguard in luxury storytelling and the market’s go-to source for fashion exclusives, in-depth op-eds, and of course, stunning editorials.
Celebrating a decade in digital innovation, Savoir Flair’s ten-year anniversary coffee-table book, SFX: The Little Magazine that Could (and Did), chronicles the magazine’s history. This beautiful tome tells Savoir Flair’s story by way of beautiful editorials, including never-before-seen shoots by the likes of Ellen Von Unwerth and starring the industry’s most sought-after talent such as Cindy Bruna, Isabeli Fontana, Shanina Shaik, Hilary Rhoda, Halima Aden, and Olivia Palermo. With chapters that relay the past, present, and future of Savoir Flair, this book is not only the story of the little magazine that could and did, but is also a lens on how fashion has helped shape the culture and enrich the lives of women in the Middle East, and beyond.
At age 24, when she launched Savoir Flair, Haleh Nia was the youngest publisher in the Middle East, as well as the pioneer of the digital revolution, having founded the region’s first online fashion magazine. Most recently, she launched Halo Media, the umbrella group for Savoir Flair and its Arabic sister website, Savoir Flair Al Arabiya, as well as an independent creative agency, Halo Studio. Haleh, originally from Iran, was born and raised in Dubai, which remains her home. This coffee-table book marks her first foray into the print universe.