As The Style Scout, Alia Ahmed-Yahia blends her strong foundation in both editorial (as a previous editor of Vanity Fair and ELLE Magazines) with six years as Chief Style Director of Ann Taylor/LOFT. Partner with Alia as a consultant to drive brand affinity and awareness among women 25-45. Capabilities include spokesperson, speaking engagements (internal and external) as a relevant Style Expert, content creation, internal style/styling eduction and training programs and internal retail style direction.

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9. A S T A S H - I N - Y O U R - H A N D B A G G U I D E T O O U R F A V O R I T E
E A T I N G , D R I N K I N G A N D S H O P P I N G S P O T S I N T H E C I T Y .
T H E L . A . T O P 1 0
P R E S E N T
S P R I N G 2 0 1 4
A N D
SPRING
TRENDS
2015
THE STYLE
MOODS
OF THE
SEASON
TIFFANY:
THE ESSENTIAL
ACCESSORIES
BRAND
CONFIDENTIAL. INTERNAL USE ONLY.

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12. CASE
STUDY:
OLAY
Looking
for
a
connec1on
to
style
and
fashion,
Olay
partnered
with
Alia
to
feature
her
in
their
Regenerist
campaign.
Through
the
lens
of
a
style
influencer,
Alia
appeared
in
and
led
the
custom
on-­‐figure
and
s1ll
life
photo
shoot,
styled
looks
and
provided
insider
beauty
advice.
12

13. CASE
STUDY:
HAWAIIAN
TROPIC/
#ESCAPEDAY
CAMPAIGN
The
three
month
campaign
featured
Alia
on
a
custom
scout
of
the
perfect
#EscapeDay
providing
the
audience
with
elevated
style
ideas
and
inspira1on
while
posi1oning
Hawaiian
Tropic
as
a
style-­‐forward
brand.
Each
month
focused
on
a
different
escape
theme,
featuring
Alia
in-­‐book
in
an
ELLE
advertorial,
an
ELLE.com
takeover,
Alia’s
Instagram
takeover
of
HT,
sponsored
posts
on
The
Style
Scout
blog
and
social.
Alia
concepts
themes/style
advice,
styled
looks,
editorialized
product
for
blog
posts,
appeared
as
talent
and
designed
all
crea1ve
for
web/social
ac1va1on.
13

14. CASE
STUDY:
ELLE
MAGAZINE
ELLE
ON
THE
GO:
Alia
developed
a
strategic
plan
to
authen1cally
editorialize
mul1ple
ELLE
Magazine
adver1sers
into
one
trend
video.
The
“on-­‐the-­‐go,”
concept
illustrated
fall
trends
through
“a
day
in
the
life”
of
a
Style
Director
in
NYC.
The
product
crossed
the
mass
and
contemporary
space
across
the
categories
of
beauty,
fashion,
tech,
lifestyle.
Alia
wrote
script,
styled,
worked
with
individual
brands
to
curate
on-­‐trend
product
and
appeared
as
talent.
USAGE
IN
SOCIAL
MEDIA
AND
TAXI
TV
IN
NYC
DURING
FASHION
WEEK
14

15. CASE
STUDY:
EMIRATES
AIRLINES
Leveraging
her
style
authority,
Emirates
tapped
Alia
for
concept/execu1on
of
an
in
flight
and
social
style
video.
Alia
developed
style
concepts,
collaborated
on
script,
styled
into
concepts
and
appeared
as
talent/style
influencer
USAGE
IN
FLIGHT
ON
NYC-­‐DUBAI
ROUTE
AND
EMIRATES
SOCIAL
MEDIA
(3
minute,
30
second
and
15
second
versions)

16. CASE
STUDY:
IDEEL
FASHION
WEEK
PARTNERSHIP
Alia’s
edit
of
the
Ideel
website
featured
seven
spring
trends,
her
self
curated
Fashion
Week
bou1que
and
expertly
styled
looks
that
provided
the
audience
with
style
formulas
to
break
down
and
re-­‐create
the
trends
in
mul1ple
empowering
and
clever
ways.
USAGE:
Ideel
site,
email,
social
cross
promoted
on
TheStyleScout.com
16

17. CASE
STUDY:
LOFT
STYLE
DIRECTION
(internal
and
consumer-­‐facing)
Look
books,
Press/Consumer
Events,
E-­‐Commerce
(Editorial,
Product
EdiPng,
Styling,
Storytelling)
Alia
developed
a
strong
background
as
a
retail
change
agent
aher
spending
six
years
overseeing
the
brand
evolu1on
as
Chief
Style
Director
of
LOFT.
She
developed
an
innova1ve
approach
not
ohen
seen
in
ver1cal
retail
as
the
nucleus
of
seasonal
storytelling
able
to
connect
and
galvanize
the
internal
teams
for
seamless
external
messaging.
She’s
able
to
custom
create
an
editorial
cadence
each
season
and
provide
the
thinking
behind
crea1ve
materials
needed
to
communicate
it
across
channels,
as
well
all
associated
crea1ve
planning
and
execu1on
to
develop
collateral
for
site,
email,
press,
in-­‐store
and
events.
With
an
expert
team
of
photographers,
stylists,
art
directors
and
event
designers
she
is
a
crea1ve
resource
for
PR
and
consumer
facing
look
books
and
crea1ve
events
(in-­‐
store
or
press)
that
bring
brand
messaging
to
life
(with
expert
product
edit,
event
merchandising/styling.)
17

18. CASE
STUDY:
LOFT
Internal
Style/Styling
EducaPon:
ConnecPng
Your
Staff
to
Today’s
Style
Informed
Consumer
Most
fashion
brands
spend
a
lot
1me
and
financial
investment
developing
messaging
at
the
corporate
level
but
lack
in
transla1ng
their
seasonal
style
story
to
the
front
line.
Educa1ng
and
eleva1ng
the
talent
of
your
sales
staff
is
key
to
driving
sales.
Alia’s
inclusive
and
empowering
approach
connects
with
a
mass
audience
at
a
variety
of
skill
levels
to
bring
context
to
seasonal
trends
and
styling
ideas
to
develop
the
skill
set
of
a
confident,
trusted
stylist.
This
includes
reinforcing
the
brand’s
seasonal
style
vision
while
also
providing
educa1on
to
translate
style
to
the
individuality
of
each
customer.
Alia’s
custom
brand
style
and
training
materials
can
include
a
video
series,
printed
collateral,
emails
and
in-­‐store
materials
that
break
down
trends
and
style,
put
relevant
style
and
styling
context
around
your
brand’s
product
and
give
sales
staff
ideas,
inspira1on
and
confidence
each
season.
18

19. CASE
STUDY:
TIFFANY
&
CO.
INTERNAL
STYLE
CONSULTANT/EDITOR
Alia
brings
her
style
exper1se
to
develop
seasonal
runway,
trend
&
street
style
report
(fashion,
accessories,
jewelry,
beauty),
category
specific
styling
applying
trend
to
TCO
product
in
a
60
page
magazine
format
(Insider’s
Guide
To
Style)
and
associated
video
series.
Alia
develops
concepts,
writes,
hosts,
styles
and
edits
product
for
magazine
and
video
series
as
well
as
overseeing
the
crea1ve
team
in
video
and
digital
layout.
19

20. CASE
STUDY:
BLUEFLY.COM
EDITORIAL/STYLE
DIRECTOR
CONSULTING
Bluefly
leverages
Alia
as
a
one-­‐stop
crea1ve
resource
to
reposi1on
and
elevate
the
brand.
She
ins1lled
a
new
freelance
crea1ve
team
(photographer,
art
director,
stylist)
to
immediately
update
crea1ve
and
she
oversees
seasonal
editorial
cadence
for
email,
social,
site
and
associated
shoot
planning
to
capture
all
assets
needed.
She
con1nues
to
oversee
product
selec1on,
seasonal
editorial,
trend
direc1on
in
editorial,
styling
and
product
cura1on/styling/merchandising
of
press
and
consumer
events
to
ensure
consistency
in
editorial
messaging.
20

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