Born digital, Savoir Flair launched in 2009 as the Middle East’s first online magazine. Now a powerful multi-media brand, its award-winning content and breathtaking photography span social media, a bilingual dot-com, a podcast, video originals, and — in 2020 — a coffee-table book, ‘SFX’, published by Assouline.
Celebrating and chronicling the Middle East’s most inspirational faces, places, and spaces, Savoir Flair is the medium of reference in the region for women looking to lead stylish, informed, and connected lives. With an editorial mix that takes the pulse of the culture, Savoir Flair covers the universes of sustainability, fashion, beauty, culture, news, travel, and social issues through the lens of the region’s next generation of changemakers. It’s so much more than a magazine — it is a point of view, a cultural symbol, and a trusted voice.