# Project Description Bayt Al Hekaya: Repositioning Elie Saab for Gen Z Yasmine Jade Thurley Summary Final work I’m Yasmine Jade Thurley, a final-year BA (Hons) Fashion Marketing student at London College of Fashion. As a multicultural business creative raised in Dubai, with Lebanese, British, and Australian heritage, my work is rooted in building marketing strategies through cultural identity, storytelling, and regional insight. I’m passionate about exploring the needs and behaviours of global markets, particularly in making luxury fashion more inclusive and relevant to younger audiences. My approach combines strategic communication with immersive experiences and authentic narratives that resonate deeply with consumers. For my Final Major Project, I adopted a research-led and visually expressive methodology. I was particularly interested in how fashion intersects with politics, identity, and heritage in the Middle East and North Africa (MENA), and how Gen Z is reshaping the expectations of luxury in this context. My project — Redefining Middle Eastern Luxury: Merging Heritage and Innovation — investigates how Elie Saab can expand its brand relevance among Gen Z consumers in the MENA region. This strategic research led to the creation of my artefact on show, Bayt Al Hekaya (House of Stories): a culturally rooted campaign concept that brings tradition, modernity and combinding both brand identities through a proposed diffusion line between Elie Saab and Lebanese accessories label Sarah’s Bag. This work reflects my curiosity, regional knowledge, and commitment to luxury marketing. Please feel free to contact me directly if you are interested in reading the full research. Contact 📧 Email: Yasmine_Thurley@hotmail.com 🔗 LinkedIn: www.linkedin.com/in/yasmine-jade-thurley-941484252 📄 Full FMP available upon request I’m Yasmine Jade Thurley, a final-year BA (Hons) Fashion Marketing student at London College of F... College London College of Fashion Course BA (Hons) Fashion Marketing Graduation year 2025 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. Final work Share this project 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 Afri... A link to this page has been added to your clipboard Browse related work Identity