The Incredible Year of 2015


The year of 2015 saw the blog grow fourfold. Moving over from Australia just two years ago, I spend the majority of the first year building a premium brand around the blog. Building local content, partnering up with brands from the region, curating video content and devoting a lot of my time attending Pitti Uomo and Fashion Weeks across Europe. It was through the efforts of my first year in Dubai that allowed the blog to evolve this year into one of the leading men’s fashion and lifestyle blogs in the region.

From working on global projects with some of my favourite brands, visiting countries I would have never expected and being named Brand Ambassador more than once, 2015 was a great year! To sum up the year in one blog post, here are ten of my greatest highlights this year:

1. I was selected by Salvatore Ferragamo to represent the region in the global MTO Driver Shoe project. 2015-07-07 15-14-55

Read full story here.

2. I wore a yellow Berluti suit to Milan Fashion Week that would be featured across several global GQ publications.


Read full story here.

3. I was named the first TUMI UAE Brand Ambassador.


Read full story here.

4. I traveled to Zanzibar on a #TravelWithTJD experience of a lifetime.


Read full story here.

5. I was named Brand Ambassador of IWC.


Watch short Instagram Clip.

6. I was the face of The Galleria campaign that would be featured across several Middle East publications.


Read full story here.

7. I traveled to Jaipur, India, with AMEX Middle East.


Read full story here.

8. I made my first ever TV appearance on MTV Lebanon’s #Hashtag program.


9. I was featured in the Tod’s Fall Winter 2015/16 campaign captured by Lee Oliveira during Milan Fashion Week.


Read full story here.

10. I launched The Brief, an episode series tackling men’s related topics with two of my great friends.

Visit The Brief website here.

Wishing everyone a safe end to 2015 and a prosperous 2016!

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Founder of SMF. Elias spends most of his time travelling the world, attempting to become the first Lebanese surfer and rocking the white pant + double breasted blazer combo. He currently resides in Dubai, UAE, and has made it his mission to become best buddies with the Sheikh.