The first episode of the new fashion news series, #FrontRowGlam, that is taking place in partnership with Twitter and Sayidaty streamed last night. Exclusively broadcast on Twitter in Arabic, the series will keep viewers informed on what’s happening during the Big Four Fall 2019 fashion weeks in New York, London, Milan and Paris.
Produced by Sayidaty, the five-minute series will cover the latest in fashion and beauty through multiple segments this February through March. #FrontRowGlam will feature fashion news, tours of fashion houses and beauty clinics, celebrity interviews and expert fashion tips. It will be hosted by the world’s first Emirati runway model Rafeea Al-Hajsi.
Unilever’s TRESemmé has signed on as a sponsor. This sponsorship allows tailored audiences on Twitter; Arabic speakers interested in fashion, to access and view the episodes, which appear as Promoted Tweets, while scrolling through their timelines.
The live stream will be free and accessible globally to logged-in and logged-out users on Twitter and connected devices. The stream will air every Sunday afternoon, via @Sayidatynet.
Speaking about the fashion series, Kinda Ibrahim, Director of Media Partnerships, Twitter, MENA, said: “As a result of the success of the first fashion news show in the region that was produced in partnership with Sayidaty during the Big Four Spring 2019 fashion weeks, we decided to expand our partnership and offer fashion enthusiasts another entertaining fashion news show to keep them updated with everything related to the Big Four Fall 2019 fashion weeks.”
Nour Almasri, Regional Digital Media Director Sayidaty Group added: “The first season of #FrontRow has exceeded our expectations when it comes to reach and engagement on the episodes. It was great to view the responses of the show from our audiences. For the third consecutive year, we are collaborating with Twitter and its sponsors to produce creative fashion and beauty content covering some of the world’s top front row fashion shows. As experts in content creation and curation, we pride ourselves in knowing what Arab women are looking for when it comes to fashion, beauty, and interviews with the industry’s top names. We believe that this year’s series will offer one-of-a-kind, tailored content that general viewers and followers of our Twitter account will enjoy, love, and share.”
Research conducted by Nielsen revealed that 63% of women in Saudi Arabia on Twitter are passionate about fashion and consume fashion video content on Twitter. Moreover, 86% of women on Twitter said they’d watch a fashion series on Twitter if made available.
It is worth noting that this is the second original Arabic show produced by Sayidaty in partnership with Twitter. #FrontRow was broadcast during September and October 2018 to keep viewers informed on what was happening during the Big Four Spring 2019 fashion weeks, generating a total of 2.1 million unique viewers.