Salma Awwad is the first Arab Editor In Chief of Harper’s Bazaar Arabia, with over 15 years of experience working with some of the biggest names in the luxury and design industries. She was behind the ground-breaking covers featuring three generations of the Kardashians (Kris, Kylie and Stormi), Nadine Labaki’s reflections of an Artist, &Will.I.am standing alongside 2 Arab Women who lead the AI industry globally – titled “Robotics Revolution” – where she led her team towards pioneering the discussion in the luxury media industry around Technology’s pivotal role in fashion and sustainability in the Middle East.
A graduate of New York’s Parsons School of Design, she went on to work as a fashion designer for some of the world’s leading design houses in New York, including Ralph Lauren, Giorgio Armani, Alexander Wang and Narciso Rodriguez. Her wealth of fashion expertise inspired her to create and locally manufacture Sawwad, an experimental 3D capsule collection focusing on the future of fashion and redirecting the language of fashion start-ups in the region. Shifting from the corporate lifestyle to the reality of being a passion entrepreneur, her versatile background strongly places her as a thought leader in the Arab Fashion Industry.
“From the Darkest Moments
Shines Your Brightest Light”
Our mission is to revolutionize the fashion industry by introducing a brand-new model: Fashion-tech. Fashion brought to life through a digital multi-sensory universe of Avatars, AR, Comic books, Gaming and Virtual Fashion products. Experiential storytelling and fantasy character building are at its core. A NEW BREED OF FASHION IS BORN!
Now we invite you to be part of our journey as we awaken the imagination and redefine the perception of what it takes to be in the fashion industry. Working only with partners we admire and projects we believe in, the experience we share promises to be uncensored and authentic. Follow us on SAWWAD.FASHION for a unique insight into the first Fashion-Tech empire being built and everything it entails. Dare to dream? Here at Sawwad we follow a different school of thought – Ignite into a universe of inspired action.