As the founder of ByFarahFoReal, Farah Assaad and her female-based team has been successfully creating disruptive content and innovative campaigns. And while it hasn’t been long, she’s not only managed to create the first and only fashion specialized agency in Kuwait (and is now expanding to Dubai!), but she’s also worked and collaborated with one of the biggest and most prominent international brands including H&M, Dior, and Gucci.

We were thrilled to chat with our favorite Art Director to find out the story behind the making of a pioneer in the editorial fashion industry in the Middle East, who shared about turning her passion into a career, what ByFarahFoReal is all about, and her next step.

Hello Farah! Before we dive into the successful ByFarahFoReal, we wanted to ask, how did you get into this field?
I’ve always been passionate about creating art and individuality. I decided to leave my job as a manager to explore that passion, although at the time I wasn’t quite sure what it was yet and turn it into a career. Soon enough, I realized that my passion did not exist in Kuwait, so I decided to be the first.

Have you always been interested in Fashion?
Believe it or not, I was not interested in fashion at all. I always found that it came with many rules, too many. That’s what I thought at least. This all changed when I understood that you create your own rules when it comes to fashion. You wear the clothes and define your aesthetic, not the other way around.

And how did you feel embarking on this journey and creating something new in Kuwait?
I was actually so focused on achieving my goal that I had no time to even think of my fears. I was so deep into planning my next step that I did not leave room for doubts or overthinking, thankfully, because had I done that I may have never continued.

This resulted in the creation of your company, ByFarahFoReal, the first and only specialized fashion agency! Tell us a little a little about what that means.
Simply put, fashion companies who, for example, have an online presence, would need editorial shoots, content, art direction, branding, and other services. What used to happen was these companies would contact specialized agencies from abroad – which is a real hassle. I wanted to bring this concept to Kuwait and make it available for companies here; now we manage projects from A-Z, from campaigns and events to PR and model sourcing & management, we do it all.

I am now proud to say that ByFarahFoReal has worked and collaborated with some of the most renowned brands in the world, and our work has been recognized internationally by some of the most prominent names in the industry such as British Vogue and of course, Marie Claire Arabia.

We noticed your team is mostly female, was that done on purpose?
Oh absolutely, why do you think our logo is pink? I’ve always loved the idea of working alongside empowered women, so it was only natural to make this happen in my team as well. I cannot begin to explain the magic that occurs when I surrounded myself with those strong women, it’s very inspiring!

In your own words, how would you describe Art Direction?
It’s knowing how the real-world works, and deciding to go against the grain, breaking every single rule, and creating your own. Art Direction to me is creating whatever world I’m inspired to create without any restrictions or boundaries.

How does it feel to be your own boss?
It can be very challenging; it needs a lot of discipline and hard work but it’s also very rewarding. It’s knowing that you can give yourself a break whenever you want but choosing not to because you know that every moment you spend working is a moment you’re working towards your goal. But eventually, you learn to find that balance by listening to and knowing yourself.

Okay, let’s get a little personal. What or who is your source of inspiration?
Recently, I’m just in awe of all the talents I meet, work with, and follow in the region, whether photographers, MUAs, stylists, painters, etc… I get a different glimpse of inspiration on a daily basis!
Would you describe yourself as a dreamer or doer? I think I’m a healthy balance of both, and I believe that you need to be that way.

Let’s take it back to your business, what does the future for ByFarahFoReal look like?
Oh, I already have a whole thing about that on my vision board! I want ByFarahFoReal to be international and open up an office in every corner of the globe, as well as meet and work with artists from around the world to create art together!

You seem to already have been taking this step, you’re now also doing projects in Dubai! Tell us about that.
I’m thrilled about it. I chose to explore Dubai because it’s a similar market to Kuwait, but it’s been established longer, and there’s also been interest from agencies in Dubai who have reached out to collaborate with numerous brands that operate out of Dubai! It seemed like the logical decision to take the next step to become regional.

Are you working on any campaigns right now?
I am, but I can’t reveal it just yet. All I can say is, stay tuned, you’ll love it!