t makes sense that Waliya Najib has won and sustained the following she has: even if you’re not one for lifestyle influencing in any way, her timeline is just so pretty and pleasant to look at, and sometimes all you want from your social media is cute, inoffensive content to cancel our everything the opposite IRL.

E.g. we love how the influencer’s styled this M By Mahira top (called Seema - this is like a pretty style collab made in heaven), drawing on the old-school detailing on the black base, and pairing it with flared gharara pants, and some earrings by Ayesha Accessories, who do brilliant ethnic jewellery and accessories.

One of the things we find interesting about Waliya is that she lives well, and has made a career out of doing something she obviously loves. While her massive following speaks volumes of her popularity, the technical aspect to her career is super-interesting too. The influencer recently became a Walee Partner - which will allow Waliya and other digital creators to benefit from Walee’s AI-powered program to support their influencer marketing pursuits, while growing the terrain for the industry at large and leading to more sustainability and expansion.

While on the subject, influencer marketing has to be one of the most engaging and intriguing

subsets of marketing, because of the kind of two-way access it allows influencer to audience and vice versa, and how that bond creates a flow between audience and third-party businesses via the influencer, generating income for the influencer, expanding the third-party’s market, and ultimately contributing to the national economy. If Walee is the platform organizing this industry on one platform, while providing support and mentorship, and this is a model that actually works, can they please call our fashion guys (we can’t tell who’s in charge, so assume no one is, and call your fav), and give them a skeletal outline of how to streamline a constantly expanding industry and boosting it, because just watching how haphazardly that particular ecosystem manages itself makes our head hurt and heart ache.