Haya Awad is a Jordanian international fashion and lifestyle icon, redefining the modern Arab working mother. She is known for founding and designing the successful brand Fashion Attack. As a brand ambassador and businesswoman, she serves as a bridge between clients and brands. Her journey has been exciting and rewarding, driven by love, passion, and dedication, which she considers the pillars of her success. Haya lives by the sacred motto: “Live a life you are proud of, love as much as you can, and laugh as hard as you can.”
What initially inspired you to pursue a career in fashion and lifestyle, and how did your background in drama, graphic design, marketing, and economics influence your approach to fashion design?
I have always had great admiration for good craftsmanship. Everything that is beautifully and skillfully done catches my eye. I also have an eye for detail and a passion for mixing and matching to come up with creative new options, which fascinates me. Since fashion incorporates all types of art, studying graphic design and an MBA pulled together my academic experience and passion. Hence, my focus on photography, graphic design, and the world of colors, mixing, and matching helped shape my passion into the world of business.
Can you share the story behind the founding of Fashion Attack? What were some of the challenges and triumphs you encountered in the early days?
With the rise of social media platforms in 2012/13, I realized that I could take my passion and growing business, Fashion Attack, not only locally but internationally as well. I saw the great potential of social media platforms to build my brand and do something great. I noticed a gap at the time in Arabic designs infused with international themes, so I was encouraged to create my own logo (being a graphic designer) and special T-shirt designs and Abayas. I was one of the first to start trends back then. All my skills in media, photography, and graphic design came together to help me launch Fashion Attack.
The achievements were that it was a unique product, and it was received with a lot of enthusiasm online, garnering attention and acceptance at the time. The challenges were that it was a one-woman show, and I was learning the industry as I went along. What made things easier was social media, which allowed me, in less than six months, to sell Fashion Attack products in seven Arab countries around the world in class A boutiques.
As a brand ambassador, how do you effectively bridge the gap between clients and brands? Can you share any memorable collaborations or campaigns you’ve been a part of?
Through my personal experience with any product, I can deliver the best image of that product to the end user in a way the client is not able to, because it’s through my personality and experience. That way, I act as a bridge between the product and the client.
Memorable collaboration: My former graphic design company contacted me and asked if I would be interested in working with them as a consultant on a significant jewelry campaign. At the time, I was happy with the milestone. I had worked hard to improve my abilities and portfolio, and thus I was rewarded with a prestigious collaboration with the roles reversed.
How do you manage to balance your roles as a fashion icon, businesswoman, and mother? What advice do you have for other working mothers striving to achieve a similar balance?
I like to create a balance between my self-care, attention to my marriage and son, and my work in fashion. I think all of these make me who I am, and therefore, they are very important, and I enjoy them.
You mention that love, passion, and dedication are the pillars of your success. Can you elaborate on how each of these values has contributed to your journey and achievements?
We cannot live without love; it is everywhere. The drive is usually passion, and dedication completes what I like to think is a successful formula for success.
Over your 18 years of experience, how have you seen the fashion and lifestyle industry evolve in the Middle East?What trends do you think will shape the future of fashion in the region?
Fashion has evolved and improved a lot. It has moved from creative designs solely for wearing beautiful clothes to serving a bigger cause. We now see examples of the giving movement, vegan-free fashion, and saving animals movements. There are more talents, and they have their causes that they promote and work for.
The trend will be more awareness and purpose. The story behind the piece is what is important now—the story behind the clothes and designs is the trend.
How has your Master’s degree in marketing and economics influenced your business strategies for Fashion Attack? What unique approaches do you employ to market your brand effectively?
My experience and knowledge of marketing helped me turn my passion into a corporate venture. My MBA helped shape the passion and direct it to become more professional, as I knew my tools well and knew how to use them.
Your blog provided a platform for voicing your thoughts on style and new products. How has blogging influenced your career, and how do you see the role of digital platforms in the fashion industry today?
In my line of work, you are essentially reflecting a personal experience—your own. For example, when I did my designs and fashion or my daily tips and lifestyle posts, people got to know me on a closer level. Trust was created, and through the very important social media platforms, one is better able to deliver their touch and voice to the world. Before, designers competed to get recognition from certain media platforms, such as magazines and other news outlets. They used to determine and control if you would get your chance to be known or not.
Therefore, I always say, “You Are Your Own Brand!” It is my motto.
What are your future goals for Fashion Attack and your personal brand? Are there any new projects or collaborations that you are particularly excited about?
I always have plans to improve my collaborations locally and internationally. I am open to new possibilities and experiences, such as acting and singing. However, my main goal is to improve my personal brand.
What advice would you give to young, aspiring fashion designers and entrepreneurs looking to make their mark in the industry?
My advice to the young generation is to think outside the box, be creative, do extensive research, and ensure what you come up with is unique. Do not be a copycat; think internationally, not just locally.
Your motto, “live a life you are proud of, love as much as you can, and laugh as hard as you can,” is very inspiring. How do you incorporate this philosophy into your daily life and work?
Live a life full of love: In my work and my posts, I reflect a way of life that is colorful and full of life. That’s how I see things. I choose to see the beautiful side of everything, not the dark side, and it shows in my positive energy, tone, and posts.
Can you share one of the most memorable moments or milestones in your career that has had a significant impact on you?
Memorable moment: I am super proud of where I am now as an influencer with a large base of followers who trust me and are impacted by my experiences and choices. This led me to be invited to attend amazing events such as the Cannes Film Festival and be chosen as the MC for the Prize of Arabia London Awards event, surrounded by successful women.
Who are some of the individuals that you look up to within the fashion industry or beyond, and why do they inspire you?
Positive, determined, successful women role models fascinate me, whether in the fashion industry or otherwise.
These women’s experiences inspire and energize me to do more. I admire those who built a business out of their brand, creating an empire with their hard work.
How do you incorporate elements of your Jordanian heritage into your designs, and how important is it for you to represent your culture in your work?
One of the first key things I did with my early designs was incorporate traditional elements from our culture into the designs. This reflects our Arab Jordanian identity. I made sure to add elements such as kohl for the eyes and the Hatta. I love to reflect my culture and identity through my pieces and designs. Additionally, in my photoshoots, I portrayed the Jordanian landscape wherever possible to show the beauty of the Sahara. I believe this helps people connect across different languages, creating ways to connect on all levels artistically and as communities.