Farah Assaad is a triple threat. The certified editorial stylist, art director, and business owner hails from Kuwait, and is taking over the Arab region one creative project at a time.
Whether in front or behind the camera, the 29-year-old visionary is pushing boundaries with her unique fashion sense and keen eye for design. Her creative process is simple: Take a step back, observe, and let the ideas start to flow, but her drive to innovate is an ongoing ambition. “As a creative person, I get inspired by looking back at previous work that I’ve done and just trying to surpass it. I always love to be better, do better, and break more barriers and boundaries,” she tells GRAZIA.
Another one of her passions? Championing diversity, inclusivity, and creative talents from around the Gulf, which is an integral part in the way she runs her business, boutique advertising agency, ByFarahForReal.
Most recently, she brought these values to life by partnering with Lacoste on their latest Ramadan campaign – an experience she holds close to her heart for the special message it embodies in its visuals and concept.
And while we might still be in the first quarter of the year, Farah reveals she has a slew projects in the pipeline for 2024, but with the Holy Month upon us, she’s looking forward to retreating inward, pausing and re-centring on what’s truly important.
Ahead of this sabbatical, amidst her usually fast-paced life and jam-packed schedule, GRAZIA caught up with the Kuwaiti-based talent to chat about creativity, fashion, her latest projects, and more.
ON HER LACOSTE CAMPAIGN
Titled “Do You Speak Lacoste”, the luxury fashion brand’s latest campaign aims to forge connection between diverse cultures during the month of Ramadan. Featuring four homegrown talents from Dubai, Kuwait and Qatar, Farah says getting to meet and learn from exceptional individuals who excel in their fields is something she’ll always cherish on her journey with the brand.
“This campaign was amazing,” she recalls. “I love the fact that it brought in diversity and it was super inspiring to me to meet such amazing people from around the Gulf. Inclusivity and diversity are things that I personally align with in my daily life, and honestly, Lacoste is an iconic brand so it was a pleasure to be a part of this campaign.”
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ON HER ASPIRATIONS FOR THE HOLY MONTH & DRESSING FOR RAMADAN
With the onset of Ramadan, Farah reveals plans to slow down and practice mindfulness. “I just plan on focusing on things that really matter; things we tend to miss,” she says. “I live a really fast-paced life, and during Ramadan, I just aim to refocus.”
While her lifestyle may be more lowkey during the Holy Month, her style is still immanent, with elevated comfort and eye-catching accents being her outfit staples for the days ahead. “For Ramadan comfort is super important,” she says. “Also layering is something that is really under-rated, as well as accessorizing, and accents of silver and gold all the way.”
ON HER CREATIVE PROCESS
A creative at heart, Farah says she gets inspired by her surroundings. Before embarking on any project, an important part of her process is observing. “Just going out and taking a step back,” she says. “Once that happens, the ideas start to flow again.”
As the ideas start to flow, so too does her drive. She has an insatiable desire to always remain innovative, constantly striving to achieve bigger and better. “When I look back at the work that I’ve previously done, I always aim to break more barriers and boundaries,” she says.
ON BREAKING FASHION RULES
Unafraid to play with colour, print, and stand-out silhouettes, Farah’s gained recognition for her inventive outfits and effortlessly statement style. “Fashion is not about following the rules, it’s about being who you are through what you wear,” she says.
Surprisingly, the burgeoning creative director says her love of fashion only dawned on her later in life, when she began experimenting during the confinement of the pandemic. “People just began to love what I was doing,” she reveals, while reflecting on the fact that her success came in tandem with allowing her personality to shine through her outfits – something she was previously afraid to do.
ON HER LOVE FOR KUWAIT
Kuwaiti born-and-raised, Farah says she doesn’t get much free time as a social media star and full-time business owner, but when she does, indulging in simple pleasures around her home town is what she enjoys best. Trying out different coffee spots, visiting the amazing malls, and spending time with people close to her is what truly makes her happy. For someone who jets between Paris and Milan, photoshoot sets, and exclusive events, home will always be where the heart is despite her career feats.
ON OUR RAPID-FIRE STYLE QUESTIONS
Her top three wardrobe essentials? A good blazer, some pointed heels, and a timeless handbag, says Farah, while bows and ties are top contenders for stylish items she loves to play around with. “Bows are so versatile, you can style them in different ways,” she says. “And ties are something that I got comfortable with wearing this year. I love the idea of adding a masculine touch to a feminine outfit,” she reveals.
“Statement,” according to her, would definitely describe her everyday style – a simple yet effective word to sum up her creative prowess.
ON HER PLANS FOR 2024
“For 2024, I do have a lot of upcoming exciting projects, but you’ll just have to stay tuned for that,” she concludes with a smile.
