Digital · Marketing · Communications
Partnering with
HomeBlog › Blog archive: February 2013

Social Media and the Fashion Industry

Posted on February 24, 2013 by Active

People taking pictures of an event

I came across an article on, ‘How Social Media Is Making over the Fashion Industry’, and, in light of all the fashionistas here at Active PR (yes that’s you Harriet Goodman) – it’s interesting to see how social media is intertwined with fashion these days.

Social media makes everything instant, from news to the latest trends, giving a lot of room for fans, followers, and potential customers to follow the cutting-edge developments in various industries. For fashion-lovers, this is a great platform to explore current and upcoming trends while being tech-savvy. Major platforms like Facebook, Twitter, Instagram, and Pinterest not only attract those who are passionate about fashion, but also bloggers and industry followers.

An example of this is Maya’s Closet, founded by Active PR’s very own Sawsan Ghanem – a trendy online fashion store that offers exclusive pieces from Middle Eastern designers. With a good social media presence for the company, Maya’s Closet reaches out to potential and existing customers creatively. It also has an Instagram profile, which gives users more of a personal feed to the world behind Maya’s Closet!

Another trend that’s being specifically picked up in Western countries is ‘Digital fashion shows,’ – these don’t particularly substitute traditional runway shows as the name suggests, but they simply are an alternative for major brands for instance to reach out to various audience members live.

Social media has definitely altered the way in which people discover the latest in fashion – having increased and constant access to different platforms they are able to access a pool of brands on an unprecedented level. For start-ups in specific, this is a great opportunity to attain maximum awareness about their products while making users feel involved.


Posted on February 17, 2013 by Active

Here at Active PR we are a family made up of mostly women, with the exception of one of our MD’s Louay Al Samarrai, we consist of 13 females!! Yup folks, 13…I can almost hear the sound of your eye lids popping open when I say that, and most of the time, when men walk into the office that is the reaction we get, an eye opening stare and at times a step backward toward the door, almost if you can image, a deer caught in headlights, sort of look.

Once you get over the shock of my initial statement, you probably think that the office must, just MUST, be filled with back chatting women, gossiping about each other or caddy little fights about everything and nothing all at the same time, some people’s (men in particular) worst nightmare. This is not the case in the office. We talk about everything and anything, from the latest songs and movies that are out, sometimes fashion, a lot of the time men, especially the men that walk into the office as though Santa just gave them the best Christmas gift ever – at which point we giggle at their open awe!

The truth is we are an office of women, and man, that get along incredibly well – sounds like I’m about to compose a pilot to some TV show – I am getting ahead of myself.

We may discuss anything and everything however there is a topic which I miss talking about – SPORTS! I grew up in a household dominated by men, with 2 older brothers and an athletic father, ESPN was continuously on in my household and a debate that we always had and still have to this day is – Rugby verses American Football.

Yes people – Rugby and American Football – with the super bowl just over and the Rugby Six Nations underway never is the conversation (more like argument) more rife in the Choueiri household. One brother plays Rugby and the other plays American Football so you can begin to image the back chat that I am exposed to. Rugby is a man’s game, there are no pads and helmets to protect you from the hit, American Football is ruthless with concussions caused by a 300 pound man ramming over and through you.

The verbal hits keep getting dropped with things getting more and more personal – ‘I broke a leg playing Rugby’ says brother 1. ‘Yea, well I broke a finger, got a concussion and injured my spine all in one game of American Football,’ rallies brother 2. All the while, I sit back enjoy the banter and laugh through it with the only other female in the house, my mother.

Personally I find both sports fascinating, Rugby with a field full with men that make getting hit look like a walk in the park and American Football just the sheer animalistic tackles that can stop a play and your heart all at the same time. I try and watch as much of both as I can and there are times I walk in the office and ask ‘did anyone watch last night’s game’ and I just do not get the same reaction as a call to one of my brother’s would illicit. Which at times, and only those very rare and few times, where one of the games was amazing with a career threatening injury, do I miss those conversations in the office – at times I want to get up and explain the game, as much of it as I understand, on our white board but physically restrain myself!

So as an outlet I decided to support each of my bothers. With one of them, I watch him ram people to the ground when he’s playing American Football all the while screaming with pride with the other, I have actively started playing ‘touch’ rugby so when we chat over the phone I can hold a semi decent conversation with him!!

Ahhhh, that felt gooooooood!

I will start reading سأبدأ بالقراءة

Posted on February 11, 2013 by Active

'Arabian Nights' book cover

I read. A lot. I know, now my headline doesn’t make sense anymore!

To be specific, I read English, French, Russian, South American, Japanese, Easter European, Romanian literature; but beside One Thousand and One Nights (and that was one thousand years ago! J), I haven’t read any Arabic literature. A shame considering I’ve been living in an Arab country for the past five years.

So, my February resolution for 2013 is to start reading Arabic literature. I am finding out from Wikipedia that the Arabic literature declined after the Ottoman Invasion, but it is reviving in the modern period, during the 19th century. So I am interested to find treasures from before the Ottomans and after the Renaissance, until today.

I want to explore all the styles, from philosophy, poetry, popular tales, romantic stories, to theatre, history, satire and comedy, diaries (I wonder if they even exist). I will keep a diary of my thoughts after these reads and I will share them with anyone who is interested.

So please, my Arab friends (and whoever knows better than me), throw at me with suggestions, I will go to Kinokuniya this weekend :).

Hattie Spots…

Posted on February 6, 2013 by Sawsan Ghanem

Our in-house fashion PR-girl Harriet Goodman – also known as Hattie – wishes to share her fashion thoughts, finds, amusing observations, and more with our Active PR fans. Watch out for Hattie’s quirky fashion insights…

Feel free to leave comments, tweet her @Hattiegoodman or like her posts on our Facebook page.

Get in touch

© Copyright 2017 Active FZ LLC
Digital · Marketing · Communications