She’s styled everyone from Frida Aasen to Kristine Froseth, but her path into the fashion industry wasn’t all that linear. Clothing queen Afaf Ali explains why the industry isn’t all glamour and prestige, but if you put the time in (and stay true to yourself) you can go far
The fashion industry can be a difficult nut to crack, but that doesn't mean it's impossible. In our monthly series How I Got Here, we hear from Scandinavia's most exciting young creatives on how they made it – and the advice they would offer their younger selves.
For Oslo resident Afaf Ali, born and raised in Kuwait to Somali parents, it was a refuge to escape the war-torn situation brought upon her family, and take comfort in more pleasurable pastimes and creative dreams. "For as long as I can remember, I've loved fashion,” she explains. “For me, clothes and fashion were a way to escape the harsh reality, to create joy and character."
The first-born daughter in a family of seven other siblings, their family home was a busy hive of activity growing up, most of which was initiated by Ali herself. “I wanted to dress everything and everyone around me and cut my brothers' hair,” she remembers.
Much of her time was spent watching films, particularly those made in Europe, with her father which opened up a whole new fascinating world where the characters dressed entirely differently than what she had known in the Middle East. "I remember seeing the flight attendants at KLM when we were coming to Norway for the first time. Their uniforms made an impact, they looked so put together and stylish,” says Ali.
With a fledgling dream to work in fashion, her path wasn’t necessarily all that linear, having to forego studying fashion to earn a salary. "I became a young mother and, unfortunately, never got to study fashion because those opportunities did not exist at the time," she says. Kicking things off at a clothes shop, Ali took on the role of store and brand manager, focusing on visual merchandising.
Another challenge at the time, she says, was finding industry role models she felt she could truly identify with. It’s still a crucial part of forming an inclusive industry for the generations that are coming up in her wake. When her shop job stopped providing the growth and knowledge that Ali so yearned for, she decided to ditch the role and dream big, taking the plunge and moving stateside to LA. "After a while, I felt I needed to seek different outlets," she says.
With the help of a trusted friend, she found a stylist course to enrol in at the School of Style, deemed “The Fashion School for Stylists” run by founder and veteran stylist Luke Story, known for his work with celebrity clients including the Foo Fighters, Lisa Marie Presley and Lupe Fiasco. The experience helped to embolden Ali, giving her the courage and knowledge to start considering styling as a real possibility to pursue.
After returning to Europe, she determined to continue her education further and enrolled at Norway’s very first fashion school, the School of fashion and after she graduated she landed a much coveted position as Costume’s fashion assistant, helping to kick start her fashion career one shoot at a time. Though starting out as an assistant might seem lowly, it gives you an opportunity to network and meet industry folk on set, as Ali explains: "with that, I got more opportunities to help shape my current career."
Fast forward to today, she now boasts major brands such as Zara, Holzweiler and Toyota as her clients. But although the fashion industry might look gleaming from the outside, it’s not all glamour and glitz, it’s also a lot of hard grind. Ali says: "Being new to the fashion industry is challenging, so prepare yourself for many uphill battles. If you are meant for the industry, you will find the motivation to continue.” And remember to be authentic too: “it’s easy to get caught up in perfecting a superficial lifestyle. Use your time wisely and remember working as a stylist is by no means glamorous.”
And it’s useful to remember that days can be long, too, especially when you are on set or on a client job, so stamina and a bright outlook will take you far. "Get used to starting your days long before others and ending after the regular Scandinavian 9-5 work days. I don't mind,” Ali says. “The hard work pays off. My advice is to have a positive attitude when dealing with others, it helps if you're a people person."
Social media and self-promotion can of course be useful in pursuit of a dream role, but it’s key to be watchful, too. "I come from a time when social media didn't exist. Growing up, it wasn't about assembling one trending image for Instagram, but iconic images that last forever. Thinking carefully about what you want to share with the world is imperative. As a person, and as a creative, you don't want to dilute your talent."
One last crucial tip for carving out an enviable fashion styling career? Build and hone your mental strength, says the super stylist. "This job requires a lot, stay curious and keep looking for new barriers and achievements to conquer. I aim to give someone else a chance to become an Afaf Ali of the future."