Aydha Mehnaz

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Aydha Mehnaz
Born
Narayanganj, Bangladesh
Alma mater
Occupation(s)Fashion and media professional
Years active2014-present
Organization(s)Mugler, L'Oréal Group
Websitewww.aydhamehnaz.com/

Aydha Mehnaz (Bengali: আইদা মেহনাজ[1]) is a Bangladeshi fashion and media professional based in Paris, France. She is the Manager of Celebrity and Media Relations of Mugler, a French luxury fashion house owned by L'Oréal Group. She has been recognized for her contributions to the modest fashion industry.[2] She has been featured in Forbes' 30 Under 30 - Europe - Media & Marketing in 2024,[3] becoming the first Bangladeshi to be featured in that list.[4]

Early life and education[edit]

Mehnaz was born and raised in a small town of Narayanganj, Dhaka.[5][6] Born into a conservative Muslim family, she is the youngest of two siblings.[7] She attended BAF Shaheen English Medium School in Dhaka from the age of 9 until 16 and later went on to completing her O-levels from HURDCO International School in 2010, and she finished her A level education from Mastermind School in 2012.[8]

From 2012 through 2017, Mehnaz went to the North South University to obtain a bachelor’s degree majoring in Biochemistry and Biotechnology. Later in the Fall of 2017, she pursued a double master’s degree in Luxury Brand Management from ESMOD Paris, graduating in 2019.[9][10][11] In 2022, she served as the Jury President and class sponsor for the graduating class of ESMOD’s Fashion Business School.[12]

Career[edit]

Mehnaz launched a fashion blog titled Minazification, while still in university,[13] which gained traction in Southeast Asian countries like Singapore, Malaysia, and Indonesia.[9][14][15] The blog became popular for its hijab, fashion and makeup tutorials.[16][14] She worked as an international contributor for Aquila Style Singapore,[17] and as a panel speaker in various fashion forums across Indonesia, Malaysia, United Arab Emirates, Turkey and France.[18][10][9]

From 2014-2017, she worked as a fashion marketing analyst, and later as communications and digital lead at Sailor by Epyllion, a consumer fashion and lifestyle brand based in Bangladesh.[19][10][20] In 2016, she collaborated with a Bangladeshi footwear label to launch her first collaboration series called ‘Aydha’.[21]

In Paris, as part of her master’s program, she has interned for the fashion brand Rick Owens and international PR agency, KCD,[10] before joining Mugler in 2019, a French Luxury fashion and fragrance brand as a communications assistant. Within Mugler, she has held several positions as a Communications Coordinator, Image and Communications Officer since then. In 2022, she was promoted as the Manager of Celebrity and Media Relations for the fashion division, where her is role is to maintain and nurture key relationships with top talents globally contributing to the brand’s viral visibility and awareness.[22]

Under her leadership, Mugler experienced a notable increase in media impact value, rising from $58 million pre-Covid to over $200 million. During her tenure, the brand-initiated collaborations with artists such as Dua Lipa, Kylie Jenner, Beyoncé, Cardi B, Megan Thee Stallion, Ariana Grande, Miley Cyrus, and Bad Bunny,[23][24][5][7] and facilitated memorable moments such as Beyoncé's Mugler bee look and several viral appearances by Kylie Jenner and Zendaya.[3][25]

Recognition[edit]

Mehnaz has been featured in several international media outlets, such as Vogue France,[23] Vogue Germany,[26] Vogue Arabia,[27] Harper's Bazaar,[10] SWR Fernsehen,[28] Somoy TV,[29] Ice Today,[30] Basement Approved,[31] The Business Standard.[9] According to fashion media outlets such as Vogue and Harper's Bazaar, she is regarded as a pioneer in the modest fashion network, and one of the most sought-after modest fashion profiles globally.[2]

  • Harper's Bazaar Arabia - 17 Modest wear bloggers to follow 2018[32]
  • Vogue Arabia - Top 16 Muslim Influencers in Modern Modest Fashion 2021[33]
  • The Daily Star - Top 13 Bangladeshis making names in the global arena 2021[2]
  • Forbes - 30 Under 30 - Europe - Media & Marketing (2024)[3]

References[edit]

  1. ^ Sardar, Rayhan (2021-01-17). "ফ্যাশন রাজধানী প্যারিস মাতাচ্ছেন বাংলাদেশী মেহনাজ!" [Bangladeshi Mehnaz taking the fashion capital Paris by storm!]. Anannya. Retrieved 2023-05-15.
  2. ^ a b c Chowdhury, Mehrin Mubdi (2021-02-17). "Bangladeshis making names in the global arena". The Daily Star. Retrieved 2023-05-11.
  3. ^ a b c "Aydha Mehnaz". Forbes. Retrieved 2024-04-10.
  4. ^ "Aydha Mehnaz from Bangladesh named in Forbes 30 Under 30 Europe". Daily Sun (Bangladesh). 2024-04-10. Retrieved 2024-04-27.
  5. ^ a b "Bangladeshi Aydha Mehnaz among 6 South Asians who earned their place in global fashion industry". The Business Standard. 2023-01-26. Retrieved 2023-05-11.
  6. ^ "12 Modest Women Across the Globe Tell Us What Style Means to Them". Vogue Arabia. 2019-03-28. Retrieved 2023-05-12.
  7. ^ a b রহমান, শেখ সাইফুর. "বাংলাদেশি মেহনাজের প্যারিস জয়". Prothomalo (in Bengali). Retrieved 2023-05-11.
  8. ^ "(PPT) Our Bio Olympiad". dokumen.tips. Retrieved 2023-05-11.
  9. ^ a b c d "Meet the Bangladeshi building a legacy in French luxury fashion". The Business Standard. 2021-06-27. Retrieved 2023-05-11.
  10. ^ a b c d e Rahman, Sheikh Saifur (15 January 2021). "Bangladesh's Mehnaz in French fashion house Mugler". Prothomalo. Retrieved 2023-05-11.
  11. ^ Cabasset, Patrick (2023-01-24). "Aydha Mehnaz, patron of the Fashion Business class of 2022". ESMOD. Retrieved 2023-05-12.
  12. ^ Cabasset, Patrick (2023-01-24). "Aydha Mehnaz, patron of the Fashion Business class of 2022". PlanetESMOD (in French). Retrieved 2023-05-15.
  13. ^ "5 BANGLADESHI FASHION BLOGS TO FOLLOW in 2017". The Daily Star. 2017-07-25. Retrieved 2023-05-11.
  14. ^ a b "YOUNG ENTREPRENEURS IN ISLAMIC FASHION". The Daily Star. 2014-05-29. Retrieved 2023-05-11.
  15. ^ "5 BANGLADESHI FASHION BLOGS TO FOLLOW in 2017". The Daily Star. 2017-07-25. Retrieved 2023-05-11.
  16. ^ "Un "Fashion" parcours atypique !". 2021-10-22. Archived from the original on 2021-10-22. Retrieved 2023-05-15.
  17. ^ "REDEF - Aydha Mehnaz Archive". redef.com. Retrieved 2023-05-15.
  18. ^ Hossain, Abir (2022-02-10). "The definition of 'Made In Bangladesh', redefined". The Daily Star. Retrieved 2023-05-12.
  19. ^ Focus, Textile (2021-06-15). ""We Have The Talent & Grit To Master Anything Once We Put Our Mind To It" -- Aydha Mehnaz". Textile Focus. Retrieved 2023-05-12.
  20. ^ "Summer Style Guide". Dhaka Tribune. 2017-07-05. Retrieved 2023-05-12.
  21. ^ "Aydha loafers by La Mode". Dhaka Tribune. 2017-02-06. Retrieved 2023-05-12.
  22. ^ "'Fashion transcends the boundaries of art'". Dhaka Tribune. 2020-05-20. Retrieved 2023-05-12.
  23. ^ a b "Aydha Mehnaz, experte en communication, revient sur son parcours, la mode modeste et Mugler". Vogue France (in French). 2022-07-04. Retrieved 2023-05-11.
  24. ^ "প্যারিস মাতানো আমাদের মেহনাজ". Samakal. Retrieved 2023-05-11.
  25. ^ Anika, Ayman (2024-02-29). "Bangladeshi Aydha Mehnaz helps actress Zendaya break the internet". The Daily Star. Retrieved 2024-04-27.
  26. ^ "Aydha Mehnaz von Mugler im VOGUE-Interview über ihre Karriere und Modest Fashion". Vogue Germany (in German). 2022-09-10. Retrieved 2023-05-12.
  27. ^ "12 Modest Women Across the Globe Tell Us What Style Means to Them". Vogue Arabia. 2019-03-28. Retrieved 2023-05-11.
  28. ^ "German Modest Fashion Documentary | Press | So excited to be featured on German Modest Fashion Documentary featuring @Mizaan on SWR (German Television). | By Aydha Mehnaz | Facebook". SWR Fernsehen via Facebook. Retrieved 2023-05-11.
  29. ^ Wardah Inspiring Beauty | রূপ সচেতনদের জন্য এক্সপার্ট টিপস | Somoy TV Special Program, retrieved 2023-05-11
  30. ^ Rashid, Tawhidur (2021-07-12). "Fashion's New Frontier". Ice Today. Retrieved 2023-05-11.
  31. ^ "The Balaclava Palaver". BasementApproved. 2022-03-01. Retrieved 2023-05-11.
  32. ^ "17 Modestwear Bloggers On Our Radar | Harper's Bazaar Arabia". 2023-05-11. Archived from the original on 2023-05-11. Retrieved 2023-05-11.
  33. ^ "15 Muslim Influencers with Modern Modest Fashion". Vogue Arabia. 2021-03-27. Retrieved 2023-05-11.
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