For you, is blog­ging a pro­fes­sion or a pas­sion project?

Bespoke - - ELIAS EL-INDARI -

To be hon­est, it’s a bit of both. The blog started out as an ode to the amaz­ing style of Pitti Uomo [a bi-an­nual men’s fash­ion trade show held in Florence], which I had al­ways dreamt of at­tend­ing. Two years on, it has be­come some­what of a pro­fes­sion thanks to the pop­u­lar­ity it has gained, and the strong so­cial fol­low­ing on In­sta­gram and Face­book. Thanks to the blog, I’ve at­tended Pitti Uomo seven times and count­ing now. I love every­thing about Pitti, from the dif­fer­ent ma­te­ri­als, colours and pat­terns on show, to the true Ital­ian style and crafts­man­ship. At first, I’d gain in­spi­ra­tion for my own out­fits and for de­tails that I could add to a look. Now, it pro­vides me with the plat­form to net­work with the right peo­ple and brands. And hey, who doesn’t love Florence? The so­cial me­dia scene was dom­i­nated by fe­male blog­gers and there was a stigma about men who were con­fi­dent with fash­ion – I set out to change this. I wanted to be able to in­spire gen­tle­men the world over. Th­ese days, SMF cov­ers a num­ber of top­ics in­clud­ing fash­ion, travel, groom­ing, gad­gets and cars. Yes, if you can throw your busi­ness hat on and think in an en­trepreneurial way. But it does fluc­tu­ate a lot, es­pe­cially in our re­gion where you have some very quiet months dur­ing the mid­dle of the year. Th­ese days, I tend to lock brands down with long-term projects, as it’s ben­e­fi­cial for both par­ties. Tumi was ac­tu­ally the first brand I got to rep­re­sent as an am­bas­sador and it was a great fit, see­ing as I travel so much. The brand ap­proached me with the priv­i­lege of be­ing their first UAE brand am­bas­sador and see­ing as it’s prob­a­bly the most pre­mium lux­ury travel ac­ces­sory brand in the mar­ket, it was kind of a no-brainer. Ever since I was a kid I have al­ways had an in­fat­u­a­tion with watches, and I know this sounds bi­ased, but I’ve al­ways had a thing for IWC. Through this as­so­ci­a­tion, I’ve got to visit the IWC fac­tory, I’ve at­tended the SIHH watch fair and the Dubai In­ter­na­tional Film Fes­ti­val as a VIP guest and did a bunch of print fea­tures. I’d say it’s my great­est achieve­ment on the blog to date. SMF tar­gets a very spe­cific au­di­ence: busi­ness­men who love suits and travel and it has main­tained high-qual­ity con­tent over the years, which keeps them in­ter­ested.

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