At the age of 18, Jumana El Saadi left Amman, Jordan, to move to London to pursue her university degree in accounting and finance, followed by a Masters in investment management. Upon graduating she began her working life in the British capital, but a start in her career was not the only thing the city gave her. “I developed an interest in fashion whilst living in London,” she tells Bazaar. “Despite the cold weather, the city is so inspiring, and you’re exposed to all kinds of bold and classic trends wherever you look around you.”
This perhaps explains her varied approach to online shopping which taps into every facet of her style persona. “I’m a big fan of online shopping, in fact, I’d say I do around 85 per cent of my shopping online. I use Shopbop mostly for the diversity in price points, their extremely fast delivery and great customer service. I also use Forward by Elyse Walker when I’m looking for something more unique as I find that the site’s buyers choose pieces that I can’t find on any other website, as well as Revolve which carries LA-based brands that are casual and fun. When it comes to eveningwear, Net-a-Porter and Matches Fashion are at the top of the list. Plus, they always have great sales.”
In addition to a white T-shirt by Alix, when it comes to her most treasured fashion buys, there’s a distinct theme amongst them – detail. “I have a mini embellished shoulder bag from Valentino’s S/S15 collection that I bought on a memorable trip to Paris. I love the detail, uniqueness and colour combination of this bag. Then there’s a black and white silk jacket from Nafsika Skourti, a close friend. I love the subtle Arabic handwriting on the jacket, the two-tone front and the hand embroidery on the back – it always stands out. And my go-to jacket for the past year-and-a-half is a fringed leather jacket from Nour Hammour’s A/W14 collection as it always adds a sense of cool to any outfit.” When it comes to fail-safe wardrobe essentials, her choices are more simple and she cites “a good pair of tailored trousers and a well-fitted blazer” as her go-to pieces.
Jumana El Saadi wears Gucci trousers at Ounass.com. Sandro jacket; Petersyn top; Gianvito Rossi boots, and Mercedes Salazar earrings, all her own. Photography: Ethan Mann. Styling: Samah Elmeri. Words: Maddison Glendinning. Hair & make-up: Blowout & Go