Having worked at the prestigious Qatar Musuems for over five years, Anum’s fresh eye, voice, and energy hasn’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 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 documents personal style. As she gets older, the need to leave an impact grows everyday. Anum loves working with her friends, and collaboratively, hopes to facilitate a community of creatives that will come together to further an industry that's growing rapidly on a daily basis, here in the Middle East.
Furthermore, Anum bears a strong view to set a new benchmark in the region, and beyond in fashion blogging through her personal style and the artistic direction of her fashion shoots, many of which take place within exhibitions or installations that she can uniquely privately access.
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, etc. are now available to the regional consumer thanks to Anum’s vision.
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 champions the best of Fashion.
Catch her if you can!