Translating High Fashion for the Arabic-Speaking Consumer: Rasha Khouri of DIA-Style [Wamda TV]
Rasha Khouri, CEO at DIA Style, discusses the launch of her two companies, DIA Boutique, a showcase environment for independent and upcoming designers, and DIA Style designed more for the Middle Eastern “fashionista.” After launching DIA-Style, a luxury shopping and community platform for women in MENA, Khouri selected the best brands and online retailers and translated their products into Arabic.
DIA-Style actually represents the first time many of these brands have been translated into Arabic, creating the first Arabic dictionary for fashion terms.
“It’s quite nice to actually know that our customers seem to be very comfortable in a shopping community website like ours,” Khouri says. Not merely an online boutique, DIA-Style has created an environment where women can converse about fashion and get actively involved in designing their own style through social media, stylist guides, and peer interaction.