Azeema uses its pages as a brave force for empowerment among MENA women and beyond

Growing up, we all look for cultural representation of ourselves as a target for our aspirations. But what if you can't see yourself on screens, or amidst the pages of magazines, or can, but feel that you are being portrayed in entirely the wrong way? It's a problem felt worldwide, and the motivation for the founders of Azeema, a magazine and organisation putting women from minority and marginalised backgrounds centre stage.

Founded in May 2017 by editor Jameela Elfaki as her final major project at Central Saint Martins, it began as a way to address these inherent feelings of omission from the media and find an alternative portrayal for Middle Eastern and North African (MENA) women and women of colour. Since then, it has grown exponentially – a testament to its resonance with people who shared her frustrations – and evolved into a platform with power.

“We want to give [our community] a space to be comfortable, feel heard and represented whilst discussing important issues and perspectives in our community,” says deputy editor Sunayah Arshad. “As we’re based in the UK, another focus of ours has been to educate and inform people who may not know much on these topics, and why we feel they are important to our community.”

Jameela is half Sudanese, half English, and is joined on the team by UK-born and raised Sunayah, Saudi Arabia-born senior editor and features editor Noor Alabdulbaqi, culture editor Evar Hussayni, who grew up in Stockholm, but also lived in San Diego and the Kurdish area occupied currently by Syria, and Londoner fashion editor Ella Lucia. The wider team also includes social media and production assistant Shams Fekaiki, editorial assistant Shayma Bakht and Hong Kong-based radio producer Yassmine Benalla. With a wealth of personal experience to add to the pot, each with a unique perspective and connection to the mission, and a strong creative vision, the content of Azeema is packed with powerful, yet largely unheard, narratives.

Last year, however, the team took a hiatus from print to develop other aspects of the burgeoning business. “The mag is really full-on,” says Jameela. “We needed a break to recharge, and focus on our community.” This has included an eclectic programme of events, including DJ courses, hoping to diversify the people behind the decks, and a V&A Friday Late, that comprised a panel talk looking at “decolonising the art school” and a life drawing workshop. For the latter, Azeema’s fashion editor styled three models to walk through one of the biggest rooms in the V&A, as an extension of a feature from issue three. “It was a surreal experience,” Jameela recalls. “It’s just good to reach people on a personal level, and meet the people who have supported us.”

A break from making the magazine also opened minds, and doors, to the idea of Azeema’s own creative agency, which is kicking off with a Nike collaboration, no less. “I’ve always been mad ambitious,” says Jameela of the idea to start the agency. “Even after only the second issue I started thinking, wouldn’t it be nice if we could work with brands. It quickly became apparent it was a natural progression. We’ve already built our connections [with the magazine] so that’s given us a head start.”

Print is still at the heart of the organisation, though. “I want to keep the magazine special,” Jameela says, noting that issue four is currently underway, as are plans to branch its projects out internationally.

“In times of uncertainty,” Jameela sums up, “[Azeema] gives us hope to have something positive and to know that we aren't alone, we are celebrated and strong.”

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