Name: Shirene Shnaneh Rifai

Occupation: Founder/CEO Shirene Consulting & Jordan Fashion Week

Based in: Amman, Jordan

Website: www.jordanfashionweekofficial.com

Instagram: @shirenerifai & @jordanfashionweekofficial

Welcome Shirene to A Sustainable Closet. Can you please tell us about yourself?

I am a lawyer by education but pursued a career in the realm of Fashion & Design which felt like a calling from a higher power. wife of 28 years and a mom to two passionate boys. My journey in the fashion industry has been an incredible one, spanning over 20 years. It all started with my innate interest for media and fashion, which led me to diving into this dynamic world. Throughout my career, I've had the privilege of working as a luxury consultant and influencer, collaborating with some of my favourite international brands such as Chopard and Bulgari in addition to sharing my insights through various media channels.

One of the highlights of my journey has been launching six successful publications in Jordan and Lebanon, where I aimed to inspire and bring a touch of elegance to the high-end fashion scene in the Levant. I've had the pleasure of curating re-branding and growth strategies for renowned brands in the Jordanian market, helping them thrive and connect with their audiences.

Being recognized as one of the Top 20 Best Instagram Fashion Accounts in the Middle East has been truly humbling. It has allowed me to engage with a wider community of fashion enthusiasts and share my love for style and creativity. Additionally, As part of my efforts to positively impact the community in which I operate, I serve as a Civil Society Member with UNHCR Jordan a board member at the Italian Forum for Cooperation, and a consultant at Dar Abu Abdullah to empower the less fortunate and most vulnerable in Jordan, and an advisor at DEZAIN Space, which allows me to support emerging Jordanian designers and be part of their journey towards success.

I've always found comfort in helping shape the fashion movement In Jordan, my most recent and cherished endeavour is Jordan Fashion Week (JFW)in 2019. With JFW, our mission is to strengthen the influence of local fashion in the Jordanian economy. I'm proud to lead a team that is dedicated to building an inclusive ecosystem, empowering designers, manufacturers, marketing executives, public relations specialists, and textile traders alike.

I live by the mantra that nothing is impossible. I’m too much of a dreamer and love envisioning everything around me in pink.

What’s your relationship with clothes and when did you get interested in fashion?

Fashion has been my passion for as long as I can recall, dating back to my childhood. As a fashionista and consultant providing style advice, my connection with clothing is diverse, and I find joy in expressing myself through various outfits. While following current trends can be enjoyable, I equally appreciate the timeless allure of my classic pieces. Nevertheless, my love for fashion leads me to constantly experiment and reinvent my look.

How would you describe your style?

I am a jolly person, and my friends describe me as happy and energetic. My fashion style is almost a direct derivative of my personality. I’d say my style is trendy, contemporary and sophisticated. I consistently gravitate towards playful and edgy ensembles; I like to put together my outfits with any accessory that looks like it pops or stands out. Recently, I've been delving into the art of tonal styling.

In my wardrobe, you'll find essential dresses and high heels that let me showcase my feminine grace and smart business sense with a hint of trendiness. My appreciation for art and the intricate details involved in creating beautiful garments is evident in the pieces I hold dear. These elements not only bring me joy but also define my sartorial choices, contributing to the unique and cherished style I embrace.

How would you describe your closet?

I like keeping things organized and practical in my wardrobe, valuing the opportunity to observe the diversity within my wardrobe and engage in creative outfit combinations. My clothing collection is designed to be versatile, allowing me to adapt to any seasonal demands. For organization, I categorize my garments by colour schemes. Dresses occupy a distinct closet space, while accessories, shoes, and bags each have dedicated sections. Due to my enduring fascination with hats, I am currently exploring new storage solutions to elegantly display and preserve them.

You’re based in Amman Jordan, can you please tell us what the fashion scene in Jordan looks like? And how has it changed?

Working in fashion posed challenges, especially when the industry wasn't recognized in Jordan. Yet, for over two decades, I've been a staunch advocate for the country's fashion scene. Today, I take pride in witnessing the evolution of Jordan's fashion industry, marked by dynamic and positive transformations. Despite challenges, these hurdles have been instrumental in fostering growth.

In the current landscape, Jordan's fashion scene strikes a harmonious balance between traditional attire and modern global influences. A surge in emerging designers blending local aesthetics with global trends has been notable. Events and fashion shows, both locally and internationally, have become crucial platforms for these designers, contributing significantly to the industry's visibility.

The retail sector has transformed with the emergence of boutiques, concept stores, and malls offering a diverse array of local and international brands. This diversification has empowered consumers with varied fashion choices. Social media, particularly platforms like Instagram, has played a pivotal role in shaping trends and promoting local designers through influencers and fashion bloggers.

Encouragingly, there is a growing consciousness of sustainable and ethical fashion practices in Jordan. Some local designers and brands are integrating environmentally friendly approaches into their design and production processes. Collaborations between Jordanian designers and international entities are globalizing the fashion scene, introducing unique perspectives.

Access to fashion education has notably improved, resulting in a more informed and skilled generation of designers. Fashion schools and workshops play a pivotal role in nurturing local talent, contributing to the continuous development of Jordan's fashion landscape.

You are the founder of Jordan Fashion Week, how has the past fashion weeks been and what has been the most rewarding with hosting the week?

JFW has left an indelible mark on Jordan's fashion landscape, garnering recognition across the region. Serving as a prestigious platform for local designers, JFW has not only showcased their talent but also facilitated crucial business connections. Celebrating the harmonious blend of traditional and contemporary fashion, JFW has significantly heightened the visibility and appreciation for Jordanian designers. Its burgeoning reputation has positioned Jordan as a center for creativity, influencing neighbouring countries and instilling regional pride in the fashion industry.

Through mentorship programs and collaborations, JFW is committed to nurturing local talent, playing a pivotal role in the growth and sustainability of Jordan's fashion ecosystem. The most gratifying aspect of hosting JFW lies in witnessing the evolution of our local designers. Seeing their exceptional talents captivate audiences is profoundly emotional. Beyond the glamour, spotlighting Jordan's designers and their creativity fills me with pride.

However, the true essence lies in the personal connections formed with these talented individuals. Many have become cherished friends, akin to family, as we share our journeys and support one another. This bond is invaluable, rendering each step of this journey profoundly rewarding and meaningful.

Can you mention a few promising designers we should keep an eye on?

The abundance of exceptional creative talent makes it increasingly challenging to pinpoint favourites, but some of the designers I particularly admire include Laith Maalouf, Raad Jamani, Kish, Raya Bisharat, Nafsika Skourti, and Tatyana Acceva. However, the list goes on—there is an abundance of remarkable talent that deserves recognition.

You are also very passionate about sustainability. What do you think about the fashion industry in terms of sustainability? What change do you believe needs to happen?

The fashion industry is known for its environmental footprint, from resource-intensive production processes to issues related to waste and pollution. Additionally, concerns about fair labour practices in the supply chain have prompted a closer examination of the industry's social impact. There have been notable efforts by some fashion brands to adopt sustainable practices. These include using eco-friendly materials, implementing ethical sourcing, and embracing circular fashion concepts to reduce waste. However, challenges persist. Fast fashion, characterized by rapid production cycles and frequent style turnovers, contributes significantly to environmental degradation and resource depletion. Addressing these challenges requires systemic changes in industry practices.

Keeping in mind there is a growing awareness among consumers about the environmental and social impacts of fashion. Conscious consumer choices are driving demand for sustainable and ethical products, putting pressure on brands to adopt more responsible practices. Plus, Increased transparency in the supply chain and a commitment to accountability are essential for fostering positive change. Brands that openly communicate their sustainability efforts and progress build trust with consumers and stakeholders.

For now, it’s important to educate both designers and consumers about the environmental and social impacts of fashion choices is vital. Designers need to integrate sustainability into their creative processes, and consumers need to make informed choices.

In summary, a shift towards sustainability in the fashion industry requires a holistic approach involving changes in production practices, materials, consumer behaviour, and industry norms. It's a shared responsibility that involves collaboration at every level of the supply chain and a commitment to long-term, meaningful change.

What is a sustainable closet for you?

Building a sustainable closet involves conscious choices in sourcing, production, and longevity. Opting for garments made from eco-friendly materials reduces environmental impact. Investing in high-quality, timeless pieces encourages longer lifespans, minimizing wardrobe turnover. Adopting a capsule wardrobe and recycling old clothing promote mindful consumption. Supporting transparent and sustainable brands, along with eco-friendly laundry practices, further contributes to a sustainable fashion approach.

You are also a humanitarian and work as an ambassador to create awareness of several social causes. Can you please tell us more about the work that you are currently doing and why it is important to you?

I am deeply committed to giving back to the local community, recognizing that a nation's strength lies in its people—individuals with limitless potential, passion, and resilience in facing life's challenges.

Since 2018, the United Nations High Commissioner for Refugees in Jordan called upon me to serve as a civil society member. In this role, I work to raise awareness and enhance the self-reliance of refugees in camps and host communities. This involves capacity building, training, and fostering positive social impact and inclusion, aiming to empower refugees through knowledge transfer linkages. I have visited the camps multiple times, listening to their issues and stories.

Currently, I have taken on a consultant role for Dar Abu Abdullah, named after His Majesty the late King Hussein Bin Talal and chaired by Her Royal Highness Princess Haya Bint Al Hussein. Our focus is on improving the situation of the most vulnerable women through initiatives in fashion, product design, and capacity building. We have successfully created collections, including winter wear, dolls, and stuffed sheep. This endeavour aims to establish sustainable livelihood opportunities, and I am delighted to hear that hundreds of women have already benefited from our efforts.

What can one do that seeks to create a more sustainable closet and make a good impact in the world?

Embarking on the journey of creating a more sustainable closet and contributing to a positive impact on the world entails adopting mindful practices in clothing choices, consumption habits, and lifestyle. It's crucial to recognize that this process is gradual, requiring ongoing commitment. Begin by learning about sustainable fashion and ethical practices, focusing on fair labor and eco-friendly materials. Look through your clothes, keeping the ones aligning with sustainability, and consider donating or recycling what you don't need.

Choose durable, timeless pieces over quantity, opting for sustainable materials and secondhand items. Embrace a capsule wardrobe for simplicity, reduce impulse buys, and repair or upcycle damaged items. Shop consciously, prioritize necessities, and avoid trendy, short-lived items. Support sustainable brands, recycle responsibly, and adopt eco-friendly laundry practices.

And always, spread awareness!

INTERVIEW #172 SHIRENE RIFAI

INTERVIEW #173 CATHERINE JIA

INTERVIEW #171 MARIE OLSSON NYLANDER