According to Lefty’s analysis of influencers, during the Fashion Week dedicated to the autumn-winter 2023/2024 collection, Mia Khalifa reached even more EMV (earned media value) than Kylie Jenner and Zendaya, about $ 7.8 million. Former porn actress and unexpected new It Girl, Mia Khalifa is fashion’s rising star, and it seems the fashion system just doesn’t want to live without her anymore. Born Sarah Jo Chamoun in Beirut on February 10, 1993, the former porn star has been implementing a real rebranding strategy for a few years now, with the aim of completely revolutionizing her figure. and to overwhelm the fashion scene, first with her permanent presence in the public eye at the most popular fashion shows (among these, Off-White and Acne Studios), then as the face of Marc Jacobs and Shoreditch Ski Club’s “Heaven” campaigns.
And finally with his jewelry brand, which is already causing a buzz on the web thanks to its controversial name: Shaitan, which means “devil” in Arabic. A word that has irked many users, who collectively called for the name to be changed under the brand’s Instagram posts. In an interview with Hypbay, the entrepreneur explained that the choice of the name is derived from a metaphorical appeal that mothers make to children when they are in trouble.
Mia Khalifa pointed out that “the only people who feel weird about the name are the highly religious people who want to reclaim it, when in fact it is just an Arabic word”. Mia Khalifa also said in an interview with BOF that anyone who does not understand the brand’s name will not be its audience, predicting a wave of buzz will accompany the launch of Shaitan.
The jewelry brand, directed in collaboration with partner Sarah Byrne, offers anklets, bracelets, rings, necklaces and body chains, and will also launch its first limited-edition capsule in December. All jewelry is made in Italy, and will also be custom made. Cheyton will collaborate with a range of streetwear brands, starting with Aerie’s, and also establish itself in the ready-to-wear space.
Photo Credit: Instagram Profile @miakhalifa
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