“If the electricity grid suddenly lost power, we could simply ask Deena to restart it,”

reflects a colleague of Deena Abdulaziz, acknowledging the natural force of energy that exudes from the Saudi entrepreneur. "It surprises many because upon first meeting one doesn't expect such power to emanate from someone so graceful and composed." Deena Aljuhani Abdulaziz is a Saudi-American, born in Santa Barbara. She has lived in Riyadh, Paris, and New York, where she currently resides. Deena is a dynamic entrepreneur focusing on the luxury fashion industry and was the co-founder, alongside a close childhood friend, of the successful Riyadh-based concept store, D'NA. In 2006, Deena became known as a trusted buyer with expertise in bridging Western and Middle Eastern consumer audiences and spotting new design talent ahead of the curve. The Doha store followed, and D'NA became synonymous with introducing emerging fashion talent to the Arabian Gulf region.

In 2015, Deena was the founding editor-in-chief of Vogue Arabia, conceptualizing its mission statement as a "love letter to the Middle East." Deena has since been honing her craft as a buyer, visiting showrooms and studios worldwide, and preparing for her magnum opus. Deena's commitment and passion are laser-focused on her family and nurturing the next generations of image makers and fashion creatives. With a boundless enthusiasm for learning detail, many who know her remark on the encyclopedic knowledge she possesses of popular culture and modern fashion history. Coupled with her instinctive buyer's eye, her career has focused on celebrating authentic Arab talent and paving a way for more regional voices to be given exposure. Deena will launch her landmark podcast series, titled "First," in 2024. Deena is a revered global style icon leading sartorial trends; she is a consistent street style reference on the fashion month circuit, having been photographed by the likes of Sandra Semburg and Phil Oh, delivering fresh outfit inspiration to multiple generations.

At the age of six, Deena opened the pages of her mother's copy of British Tatler, sparking a love story between a young girl living between two cultures and the world of fashion photography. In those foundational early years, as she witnessed the graceful way her mother ritualistically practiced self-care and dressed daily, she formed an understanding of the importance of clothing for well-being and self-expression. One lesson was clear—elegance is something one naturally has, irrespective of wealth or wardrobe depth. Magazines became her window to the fashion world; as a teenager, her bedroom walls were adorned with tear sheets from iconic shoots by Peter Lindbergh and Horst P. Horst, with the Supers catching her gaze as she dreamed of a future where children from East and West were united. She imagined a future where fashion could be truly universal, speaking to all cultures with respect. These iconic images would soon take on fresh meaning.

With the advent of digital media, the world has become smaller and more complex, yet Deena is a modern woman who ties it all together while honoring fashion's past. Her mission is simple but bold: to challenge perceptions of the Gulf in the West through new storytelling that inspires today's global citizens. Elegance is all. Deena is listed in the Business of Fashion's BoF 500.

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