At a time when authenticity equals influence and influence equals dirham value, MENA’s social-first creators aren’t just promoting brands – they’re building them. The influencer economy has evolved beyond sponsorships, beyond paid partnerships. Today, the most effective influencers aren’t external endorsers; they’re embedded within the very fabric of a brand’s identity.
From brand deals to brand icons: The rise of regional influencers
The region has seen a cultural shift. Influencers are no longer just content amplifiers; they are brand architects. They’re launching their own fashion lines, co-designing products, and even stepping into executive roles. Such as Sultan Al Darmaki, Mo
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