Founder of Mille World Sofia Guellaty | Fashion, Soft Power & the New Arab Identity

The unifying youth culture across the Arab region is characterized by a proud new Arab identity and the changing standards of beauty with the rise of "Arab beauty" (A beauty), which celebrates Arab features and aesthetics. The founder of Mille World and Mille Creative, Sofia Guellaty, talks about her journey launching the first Arab youth platform in the Arab world, the role of media professionals as "editors of conversations," and the emergence of a new, proud Arab identity among both Gen Z and millennials. She discusses how she uses fashion and pop culture as a tool for "soft power" to talk about liberation, representation, and diversity, moving away from superficial content. She reflects on her early career, her shift from being fascinated by the West to "unbashedly proud to be Arab," and the challenges faced by Arab talent, including visa issues and the lack of an Arab-centric market. The conversation also delves into how her platform, Mille World, aims to address the lack of authentic Arab youth representation by giving a voice to young creatives who want to define their own stories, not be perceived through a "western gaze".

Explore Mille World 👉   / mille_world  

0:00 Introduction
2:06 The First Arab Youth Platform
3:51 Media Consumption and Identity & Obsession with the West
7:20 Fashion’s Role: Beyond Clothes to Communication Techniques
10:47 Becoming Editors of Conversations
18:47 Representation in Modeling: the Arab Face
20:07 Barriers for Arab Talent: Visa Issues and Market Size
24:46 Structurally Flawed Media and the Need for Critique
29:27 The Complexities of Arab Identity and Community
34:04 The Unifying New Arab Identity and Its Pillars
36:16 Changing Standards: The Rise of Arab Beauty
40:56 Cultural Blind Spots and Local Talent in the Region
45:00 Homegrown Talent Shaping the New Narrative
49:14 Fixing the Creative Industries with Unlimited Capital
52:57 Stories of Pride: Being the Torchbearer of Anti-Colonial Sentiment

Sofia Guellaty is the founder and creative director of Mille World, a digital magazine that chronicles Arab youth culture and style currents. She has grown the Dubai-based business into a cultural platform covering art, fashion, beauty, music and travel scenes across the Middle East and North Africa, featuring bold storytelling and sharp commentary from underrepresented voices in both Arabic and English. Under Guellaty’s leadership, Mille has become a vital alternative voice in the Arabic media landscape and a refreshing read for Gen Z and Millennials across the region. Blending her sleek editorial vision with fearless cultural commentary and an unconventional perspective, Mille explores everything from Libyan streetwear to Palestinian DJs and Lebanese jewellery designers. Beyond her editorial work, Guellaty serves as a board member of Fashion Trust Arabia and operates Mille Creative, a Dubai- and Riyadh-based marketing and creative agency producing campaigns for global brands. She launched Mille in 2017 after serving as editor of Condé Nast’s first Middle East venture, Style.com/Arabia, while contributing to Vanity Fair France. Born and raised in Tunisia, Guellaty began her media career in Paris, freelancing for Elle France and later publishing her novel ‘Le Sablier’.

Connect with Sofia Guellaty 👉   / sofiaguellaty  

Hosted by Mikey Muhanna 👉   / mikey_mu  

Theme music: Peninsular, Tarek Yamani 🔊 https://spoti.fi/47I59ns

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