How Zahra Lyla is Disrupting Fashion Social Media in the UAE

The UAE has one of the largest social media user base in the modern world. Around 99.2% of the tech-savvy population log into a social platform at least once a day, and with a growing population nearing 10 million- the UAE is an important market for many fashion brands and bloggers. One of the go-to accounts is the Dubai based fashionista, Zahra Lyla. Here, we analyse how she has risen to the top of the pile.

When it comes to all things fashion, luxury and lifestyle, Zahra has been a mainstay for many years in the UAE; after having found success with her first blog. It was back in 2009, Zahra felt like she needed an outlet to express her newly acquired love for fashion, beauty and style and voila, Just Lyla {previously Lyla Loves Fashion} was born. It is a journal of sorts that chronicles her experiences in the fashion industry in the Middle East and eventually the UK.

Zahra had a very successful time in London; it was here where she 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). In addition, she was able to gain coveted internships at Harper’s Bazaar and The Sunday Times Style magazine.

Since then she has created opportunities for herself to work with the likes of Harper’s Bazaar UK, The Sunday Times Style and assisting top stylists such as Mel Ottenberg, photographers Sean and Seng and model Joan Smalls. And in 2016, Zahra was given a life-changing opportunity to help with the roll-out of Vogue Arabia, the Holy Grail for all those in the fashion world. 

Zahra is extremely good at embracing her profile and social media following, actively helping other entrepreneurs.  For example, she recently moderated a Clubhouse session on how to create engaging content and tailor it to your followers. “I think it’s really important to be human and transparent with your audience, they are likely to stay more interested in your work.” 

The fashion market is big business in the UAE – with an estimated value of over $12 Billion in 2020 and this on track to grow further. With the emergence of Dubai Fashion Week, the Dubai Design district and a large amount of foreign investment – social media personalities will have an increasing importance.

Zahra Lyla’s professionalism and vast fashion experience leads her to being a strong choice for any brand. It was recently that luxury Italian fashion house, Bottega Veneta, named Zahra as one of their first Middle Eastern brand ambassadors; where she was flown to Venice and London to attend key events.

With the launch of her creative business, The Other Agency, Zahra will continue being a stellar name in the Dubai Fashion scene and with greater opportunities for global travel in 2021, who knows where this could take her.