Yasmine Jade Thurley

This project forms part of my Final Major Project (FMP) for my final year as a BA (Hons) Fashion Marketing student at London College of Fashion. It explores how the heritage luxury brand Elie Saab can expand its relevance among Gen Z consumers in the Middle East and North Africa (MENA), through the creation of a culturally inspired, digitally driven diffusion line.

This concept came from a place of passion due to my personal connection to both the region and the brand’s Lebanese roots and cultural pride, paired with research insights that show a desire from Gen Z's within this region for authenticity, accessibility, and cultural representation in luxury. After conducting thourough primary research and understanding the needs of this demographic, I proposed a creative collaboration between Elie Saab and respected Lebanese accessories label Sarah's Bag — blending craftsmanship, storytelling, and youth-led innovation.

The artefact exhibited is a visual campaign proposal titled “Bayt Al Hekaya” (House of Stories). It includes key marketing assets: a design competition poster, digital media mock-ups, influencer content plans, branded menus, and visuals for immersive events at Sursock Palace and Othman El Houssami House. The creative outputs were developed using Adobe Photoshop, InDesign, Illustrator, AI tools and Canva.

My primary research included a survey conducted on Gen Z consumers across the MENA region, and a semi-structured interview with a representative from Elie Saab. My concept evolved through the use of strategic frameworks including the Ansoff Matrix, TOWS, and cultural branding theory, with a focus on maintaining brand heritage while increasing future growth potential. I also explored external influences shaping this generation, including political movements, regional oppression, and how the ongoing genocide in Palestine and the broader destruction in the Middle East by external powers have intensified the need for cultural identity, particularly among Gen Z Middle Eastern consumers seeking authentic and culturally aligning representation in global fashion.

The Showcase artefact reflects the outcome of months of research, experimentation and cultural exploration, which led to a marketing strategy designed to engage the next generation of luxury consumers in a meaningful and regionally rooted way.