Zahra Lyla is the social media starlet; you NEED to add to your follow list. When it comes to all things fashion and lifestyle across the Gulf, Zahra has been a mainstay for many years, after finding success with her first blog over a decade ago. With over 110,000 Instagram followers, Zahra has a great platform and this is one which she is building on in all aspects of her flourishing career.
In 2019 she founded The Other Agency; the strategy is to help brands in the UAE region to humanize their social presence via tailor-made digital storytelling. Zahra and her team can assist with set design, content creation and social media management. With her expertise, acquired from her time working with Harper’s Bazaar, Mel Ottenberg and Sunday Times Style in London; she perfectly understands the drivers of Western and Eastern trends.
It was a very successful time in London; it was here where Zahra obtained a Post Graduate Certificate in Fashion Communication & Design from Central Saint Martin’s and a Master’s degree in Media Production from London College of Fashion (LCF).
Her successes came to full fruition in Dubai in 2017; she was given a life-changing opportunity to help with the roll-out of Vogue Arabia, the Holy Grail for those in the fashion world. Here, Zahra was able to really mix, interact and learn from the finest in the industry. A skillset and wealth of experience which she loves to pass on to her clientele at the Agency.
Social media channels and brand image will be fundamental to fashion brand’s success in the new era. With consumer’s arguably having less brand loyalty than in previous generations; we are more open-minded and conscious of new brands and products; often which are discovered online.
Having an agency on board to guide fashion brands through the process is key. Forbes magazine affirms that “hiring an agency can offer a business an outsider’s perspective, the cumulative skills of an entire team and assets, which are professionally developed with strategic direction.” With the UAE fashion market worth billions and still growing, it is a notion of sooner rather than later for a brand to strategize and improve their content online.
“I am looking to build on the success I have had so far, I don’t want to stop here,” states Zahra. Her focus going forward is to continue working hard for her existing clients but also to formalise the content she passes on. “A real goal is to develop a course for fashion brands (…) it will be a comprehensive, insightful syllabus covering content creation and design.”
Given that luxury powerhouse, Tiffany, recently brought Zahra on board to help with a collection launch in the region; fashion brands can confidently know they’re working with one of the best in the UAE. With her capacity for hard work and knowledge sharing; The Other Agency is truly one to watch.