Having worked at the prestigious Qatar Museums for over five years, Anum’s fresh eye, voice, and energy haven't gone unnoticed by some of the industry’s most influential and respected individuals.
After graduating with an MA in Information and Communication Design from Carnegie Mellon University in Pittsburgh, Pennsylvania, and going on to live in New York City for two years, Anum returned to Doha (where she grew up) in 2011; excited to bring back a taste of the fast-paced metropolis with her.
In 2014, she launched her platform, Desert Mannequin, and since then, has tirelessly worked to have it grow beyond a simple blog that chronicles personal style. As she gets older, the need to leave an intellectual impact grows everyday. Anum hopes to push the conversation forward by collaborating with some of her favorite people in the industry whom she now regards as her dear friends. In coming together, Anum believes she can play her part in facilitating and fostering a community of creatives that will propel the fashion industry in the Middle East forward.
Going onto consulting for, and promote emerging designers, as well as collaborate with global fashion houses and prestigious retailers, Anum’s ability to spot, edit, and curate fashion led to her position as “Guest Buyer & Fashion Director” for Per Lei Couture - a luxury boutique in Qatar. For three seasons she worked to bring a new and refreshing mix of designers to the Qatari market, and its trend-seeking women. Emerging international labels such as Natasha Zinko, Tome, Ellery, Mark Cross, M2Malletier, Malone Souliers, Rosetta Getty, Isa Arfen and Monica Sordo, to name a few are now available to the regional consumer thanks to Anum’s vision.
Now as co-creative director of Tbilisi based brand NDUO, Anum has partnered with founder Natuka Karkashadze to take the promising brand forward with its eclectic, fun and whimsical aesthetic that they hope will be loved globally.
Working closely with her husband, artist and photographer Waqas Farid, Anum lends her standout aesthetic and sought-after style to everything she does. Fashion director, creative consultant, and digital influencer, Anum continues to champion the best of fashion.
Founder of the hashtag #IGotIshShoes and #LetsFaceIt.
Catch her if you can!