‘The Fashionista,’ OSN+ Original About Arab Influencers, Highlights Middle East’s Changing Star System: ‘For the First Time, We Have Our Own Celebrities’

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The Middle Eastern streaming platform OSN+ has unveiled its debut original series called “The Fashionista,” which intends to encapsulate the essence of social media fame in a part of the world that, until now, hasn’t had many figures like Brad Pitt and Angelina Jolie, as stated by its creator Yousef Al-Qenaie.

The TV series titled “The Fashionista,” which debuted on January 9, was filmed entirely in Kuwait and boasts a predominantly local cast. The story revolves around Maryam, portrayed by Kuwaiti actress Lulwa Almulla, who aspires to be an influencer in the self-help industry. Her character develops an unhealthy fixation on fame. This six-episode production delves into the prevalence of influencer culture in Kuwait and the wider Gulf region.

Stepping into the theater, I was immediately engrossed by a tale brimming with digital dynamism and ruthless competition – yet, it wasn’t just about fame-hungry characters climbing the stardom ladder. As Al-Qenaie aptly described, there was an authentic exploration of their personal journeys, their pursuit of celebrity. In this exclusive interview with EbMaster, Al-Qenaie delves into his intriguing approach to capturing the rapidly evolving Arab world’s star system, subtly challenging norms along the way.

What drew you to this project?

For the first time, I’ve ventured into the world of television. Previously, I worked as a talent manager for social media stars and YouTube personalities. There’s a connection there, you might say. I hail from a conventional Kuwaiti family where business and real estate were the usual paths; hence, my education focused on finance and economics. However, post-graduation, my interests steered me more towards media and cinema.

How did “The Fashionista” originate?

The conversation that sparked the idea for our show started with Sheikha Al-Zain Sabah, who I regard as my mentor and is currently Kuwait’s ambassador to the U.S. At that time, she was CEO of NCIG Studios. We brainstormed about a possible production during the initial days of the COVID pandemic in June 2020, where the show could be filmed using actors’ laptops.

Tell me more about that conversation.

I recall expressing my interest in tracing the growth of social media influencers who weren’t part of my professional circle. The individuals I collaborated with primarily produced YouTube content, which had a clearer structure and narrative flow. However, I was intrigued by those who would simply discuss a product online and amass a vast following of millions.

Is it correct that “The Fashionista” isn’t primarily focused on the fashion industry, but rather on individuals who significantly impact social trends, such as social influencers?

Absolutely! In a broader context, the term ‘fashion trendsetter’ is commonly used. However, in the Gulf region, it specifically denotes a social media influencer, which is quite intriguing when you consider it. Here in this part of the world, post the rise of social media celebrities, we don’t label them as influencers; instead, we refer to them as fashionistas. I thought it would be interesting to title the series in such a way that this unique aspect is highlighted.

How does the show reflect the rise of a new star system in the Arab world?

To be honest, before the rise of those trendsetters in my region, celebrity culture wasn’t as prominent. The world of cinema and television has been gradually expanding, making global stars more accessible. However, prior to this, we didn’t have our Brad Pitts and Angelinas, individuals who we could follow closely and be fascinated by their lives. It’s human nature to talk about people in the limelight. These influencers filled that void. I’d say, from around 2011 or 2012, for the first time, we started recognizing local celebrities whose names we were hearing.

So the show features real influencers from the region?

Absolutely! It was an exciting concept we all shared – integrating fashion influencers or stylish personalities within our series. I believe this idea played a role in my writing process, too. When we eventually contacted them, it seemed to resonate with them since our show has actors who are also fashion enthusiasts but relatively new to acting. Among the social media influencers from our region featured in the show are Bibi Alabdulmohsen, Ascia, and Mohammed Mirza. These individuals have amassed their popularity primarily through social media platforms.

As a film enthusiast, I’ve noticed that Kuwait has a reputation for heavily censoring Hollywood films. Does this production dare to challenge any long-standing societal norms or push boundaries in any way?

We’ve aimed to keep some elements a surprise, as they’ll be unveiled later, but rest assured, there are significant personal aspects for each character that we discuss. We didn’t avoid discussing important topics if they were relevant, but approached them with the sensitivity and respect our audience deserves. In more conservative societies, discussing sensitive or taboo subjects can sometimes lead to overly controversial portrayals, which may detract from the intended message. We strive to prevent this; we want viewers to engage in thoughtful discussions about these topics after watching the series, rather than being alienated by controversial depictions. Our goal is for them to leave with a new perspective or insight on our themes.

Working with OSN+, HBO’s platform in the region, was truly enlightening for us because it allowed us to discuss significant issues in an engaging yet impactful manner. It was refreshing to collaborate with individuals who shared our vision, and I believe that as time progresses, content consumption within the region will evolve to carry even stronger messages that resonate deeply with our values.

This interview has been edited and condensed for clarity.

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2025-01-16 15:49