Asma is a 22 year old Creative Director and Editor. She is known for her proactive, highly organized, and creative approach within any environment. She has the ability to work collaboratively to achieve an outcome utilizing her strong communication skills. She also has the ability to present and work towards a deadline. As a Black Somali Muslim, she feels her race, ethnicity, and religion are all both underrepresented in media and misrepresented in many cases. The only time we are acknowledged through media is through our tragedy and agony. Asma aims to positively represent these areas creatively.
Founded by Asma Elmi, Al Naaem is an editorial magazine exploring the diverse culture within the black and Muslim community, through articles and poetry, which compliments and celebrates the rising cultural diversity within the fashion industry. Issue 1 of the magazine is focused around the lack of representation of colour, culture and diversity in the fashion industry through imagery, as she believes that this will bring heightened awareness.
In this issue of Al-Naaem, in an ode to Enninful’s work, Editor-in-Chief Asma Elmi highlights the impact of a mainstream campaign, embodying representation, on her and the upcoming models featured in the shoot. Upon asking her what motivated the vision for a ‘bliss of diversity’, Elmi commented on her view of the industry as it stands.
“By seeing the lack of diversity in the fashion industry and wanting to show that there’s so many people that need to be represented, not only just across the world but even in Cardiff, that’s what I hoped to achieve. Everybody doesn’t look the same.”