Dubai - a city where the vibrant pulse of cosmopolitan life meets the luxury of high fashion. As a freelance fashion stylist here, every day is different filled with new challenges and experiences. Whether you’re just starting out or looking to refine your skills, this guide, drawing from my personal experiences, will offer you invaluable insights into navigating this glamorous yet demanding industry.
Introduction: Why Dubai?
Dubai is not just a city; it's a canvas for fashion artists. It's where every alley and avenue can feel like a runway.
As a hub for international events and a meeting point for cultures, Dubai offers a unique platform for fashion stylists to showcase their talents. But as much as it is an opportunity, it's a challenge - a test of creativity, endurance, and ruthless competition.
Challenge 1: The Fierce Competition
Personal Reflections:
When I first stepped into the Dubai fashion scene, the level of competition was nothing short of intimidating. Here, you’re competing with some of the best talents from around the world, each with their unique flair. Also, given Dubai's status as the fashion capital of the Middle East, you have fashion stylists from all sorts of backgrounds coming here. From celebrity stylists to startups which may have experience from their home country.
Deeper Insight:
The key to standing out is not just about following trends but setting them. You need to bring something unique to the table - whether that’s an innovative design approach, a knack for blending cultures in attire, or an unwavering commitment to sustainability.
Solutions:
1. Develop Your Signature Style: This could be a particular colour palette, a mix of textures, or a sustainable fashion method. Let this signature style be the red thread through all your work.
2. Showcase Your Work: Leverage social media platforms. Instagram, particularly, is a visual space where your work can speak for itself. Regular posts, stories, and interactions with your followers can build your personal brand.
3. Continuous Learning: Attend workshops, enrol in courses, and stay updated with the latest fashion trends. The more skilled you are, the more you can offer. I attended FAD Dubai (Institute of Luxury Fashion & Style) to harness my skillset and also to build a network. Whether or not it is the right choice for you to attend a program depends on many factors, such as: money situation, past degree and studies, work experience, etc. In my case, I think it was valuable since I got introduced to a more structured approach to fashion styling, and understood the importance of digital marketing, personal branding, and the entire business side of being a succesful Fashion Stylist. With regards to fashion styling techniques, I did not learn that much new, but it was valuable nonetheless. In my case, I had quite a lot of styling experience from before and it will be different if you are someone that are just getting started.
Challenge 2: Building a Network
Personal Reflections:
Building a network felt like navigating a labyrinth. It’s about who you know, but more importantly, who knows you and your work. In Dubai, it is hard to build a good network and it takes time. Nobody gives you something for free and everyone is always looking out for themselves. That sounds a bit cynical but hey I am just being honest!
There are a lot of people that want to collaborate with you. That sounds great! Right? The challenge is that most of these so-called collaborations do not pay. But in the beginning, this is how you have to start to build connections and a portfolio. Just remember to be thick-skinned and ready to suffer some setbacks and disappointments. Because of the fierce competition don't be surprised by some backstabbing and "stealing" of clients..
Deeper Insight:
Connections can come from anywhere—former classmates, colleagues, or even competitors. Every person you meet could be a doorway to new opportunities. This is one of the aspects that is great with Dubai. Because of its status as a global destination for travel, entertainment, leisure, and fashion, there are always opportunities to build your network. Furthermore, on any given day of the week, there are always some events and networking happening. I have met new clients at venues like Nikki Beach, Coya, and Summersalt (to mention a few) when I was there with friends to relax or just have lunch. So you never know who you end up sitting next to on Saturday brunch!
Solutions:
1. Engage in Local Events: Dubai’s fashion calendar is bustling with events. Make it a point to attend these events, and more importantly, engage with people. Make contact with people on Instagram, try social apps like Internations, and be open to attending local events (even those that are not directly related to fashion).
2. Volunteer Your Services: Sometimes, stepping into bigger opportunities means taking smaller, unpaid gigs that can lead to significant exposure. This is very common when you first start. However, be careful not to overdo this cause people and brands will take advantage.
3. Follow Up: Always follow up with the contacts you make. A simple message or an email can keep the communication lines open. Maybe invite them our for a coffee or a drink, even lunch if it is a potentially important contact.
Challenge 3: Getting Paying Clients
Personal Reflections:
Transitioning from free projects to paid assignments was one of my biggest hurdles. It required proving not just my talent, but also my reliability and professional worth. In every gig you book there will always be someone willing to do the job cheaper (and in some cases for free). Having a partner or business manager who knows how to negotiate T&Cs with clients and brands is very helpful. I am sure that you wished there was some magical way of getting this right but guess what? There isn't…. As with everything else in life you learn from your (painful) mistakes, as have I.
The one thing I can say to those of you who are just starting is that in the beginning when you take on unpaid work to build your portfolio, make sure that the client at least has some budget for the outfits they want. Don't accept going to Zara, H&M, Bershka, or similar brands, and buy the outfits and accessories on your dime and plan on returning these after the shoot. Firstly, if the clothes and accessories get damaged or stained the stores will not return your money. Secondly, if the client doesn't have a budget for outfits, but expects you to come up with everything (risking financial ruin), in addition to doing the job for free, then think twice about taking the job.
One example of what you can expect when working in this business in Dubai is the following: Last year I was contacted on Instagram by an artist who was coming to Dubai (I am not going to name the person) to record a music video. The artist was not an international artist but a big artist and star in the home country. The artist wanted some unique outfits for one of the scenes in the music video and we sat down and discussed his vision and I came up with a moodboard. Everything went well until we started discussing brands as the artist wanted a designer brand outfit that was around USD 5000. This is not a problem as I have access to these types of designers and outfits. However, long story short, the artist wanted me to procure the outfit with my own money, take the receipt and return the outfit after finishing the music video! Safe to say I did not proceed to work with this artist.
Deeper Insight:
Clients need to see the value. This value can be your unique style, your professionalism, or your ability to translate their vision into reality. It can also be your network and talent for getting all the right aspects together in a unified expression. Maybe you have an established network of makeup artists, stylists, and photographers that will deliver superior value to the client.
Solutions:
1. Build a Portfolio: Your portfolio is the gateway to your style. Ensure it is professional, up-to-date, and versatile.
2. Testimonials: Encourage happy clients to leave reviews or testimonials. These are golden when convincing new clients to choose your services.
3. Offer Packages: Create service packages that cater to different needs and budgets. This can attract a broader client base.
Challenge 4: Marketing Yourself
Personal Reflections:
Marketing is an art in itself. For me, learning this was more challenging than mastering styling. Also, no need to be shy about your accomplishments. One thing I have noticed in Dubai is that you have to "brag" about yourself and your accomplishments. You don't get anywhere by being overly cautious and humble. Sorry. It doesn't work that way in Dubai.
Deeper Insight:
In the age of digital media, marketing is more than just selling your services; it’s about telling a story—your story. And one of the best channels for this is Social Media like Instagram and Linkedin. Instagram for personal branding and storytelling and Linkedin for your business profile (if you set up a professional business/company).
Solutions:
1. Personal Branding: Develop a brand that reflects your personality and professional ethos. Let your brand be a narrative that people want to follow. One great tool for designing your brand and visuals is Canva. You get a long way with the free version. For copy use ChatGPT and you will have a great starting point.
2. Digital Marketing: Invest in a good website, optimise for SEO, and actively engage on social media platforms. Consider newsletters to keep your audience engaged The latter being something you do when you are ready. But collecting emails is a great and undervalued idea. It enables you to in the long run build a real connection and offer valuable fashion styling insights to our audience.
3. Collaborations: Work with photographers, models, and other stylists. These collaborations can often lead to exposure to different audiences.
Challenge 5: Lack of Business Acumen
Personal Reflections:
I quickly realised that styling is only part of the job. Managing finances, contracts, and negotiations was initially foreign territory for me. Safe to say, I was struggling with this business operations side of my business (also I thought it tedious).
Deeper Insight:
Fashion styling is as much about art as it is about commerce. Many creatives, myself included, initially overlook this critical aspect. Without a solid grasp of business fundamentals, sustaining a profitable freelance career is challenging. The complex dynamics of Dubai's fashion market, with its competitive pricing and client negotiations, make business skills indispensable.
Solutions:
Educational Investment: Early on, I invested time on online courses tailored for creative professionals. This education helped me understand essential business concepts contracting, pricing, and the basics of business negotiations. The course at FAD also helped me a lot with the business side of things.
Continuous Learning: The business landscape is ever-evolving, especially in a fast-paced city like Dubai. Keeping up to date of the latest business trends and continually adapting your strategies is vital. Regularly attending industry seminars, subscribing to relevant publications, and being active in business networks can provide ongoing learning and support.
Get help: I got help in this area and have a business manger that helps out with all these things. I understand that not everyone can afford this but maybe you know someone that has a lot of commercial experience (does not necessarily need to be in fashion) that can give you some training in exchange for some fashion styling services? I am lucky as my business manager also takes care of all technical aspects of my website and social media.
Conclusion
Would I recommend coming to Dubai and starting a fashion stylist business? Yes. But be prepared to struggle for the first 6 months. It takes time to build a network, build your brand, get clients and build your portfolio.
Get out to events and start building connections! This is key to start getting gigs.
Be prepared to work for free in the beginning to build your portfolio. But don't let people take advantage.
Don't be shy about marketing yourself and build your own unique brand. It takes time but is worth it.
Don't underestimate the business side of being a successful fashion stylist. It is essential to either master this aspect of your business yourself or get help. This can be the difference of starting making good money early on or struggling for a year…
Is your dream starting working as a fashion stylist in Dubai? Comment "YES" below and I will send you my free guide on Dubai fashion styling!
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