Born in the Midwest, as the oldest of seven kids, Alia Ahmed-Yahia developed a talent to translate trends into a unique style POV by creatively using what she had access to- whether it be in the kitchen or in her closet. She landed her first job in fashion at Vanity Fair Magazine wearing a shrunken NY Yankees T-shirt tucked into a vintage polka dot skirt. Alia’s unique dissection of a high-end approach balanced with what women really want to wear propelled her to a top editor at multiple fashion magazines, including Glamour, Vitals, ELLE and Style.com editing the market and lending style advice to some of the world’s most fashionable celebrities. Lending her expertise to ELLE Magazine as an on-air, in-book and ELLE.com personality, she has attended fashion weeks all over the world translating the global trends to everyday ideas.
In 2005, Alia translated her passion for editorial and product into an e-commerce site, chicSherlock.com, giving high-end jewelry designers a voice in the digital space as the world's first curated flash sale site. chicSherlock.com was featured in WWD, Forbes, Lucky Magazine, London Daily Telegraph among others and was awarded best website for jewelry in 2006 by Time Magazine.
However, true to her roots and driven by her personal philosophy that style is about personality not pocketbook, in 2008 Alia joined LOFT (previously Ann Taylor LOFT) bringing a high-end approach to drive the brand evolution transforming the product, branding and fashion direction into on-trend, inspirational yet approachable ideas for women everywhere. As Chief Style and Marketing Director she took an innovative three-pronged approach to retail blending Brand Marketing, Fashion Direction and Strategic Communication to drive awareness, affinity and differentiation leading development of creative marketing strategies rooted in client-centric brand storytelling that attracts and activates prospect target clientele engaging her with curated content and communication where she lives, works and plays.
In 2014, Alia launched her own brand, The Style Scout to share her insider expertise with women everywhere. As the "Robinhood of Style", Alia's mission to share her daily access to some of the chicest style setters in the world comes to life on her blog, The Style Scout and her recent partnership with CBS bringing her innovative voice into the podcast realm. The Style Scouting podcast reached #3 on the iTunes store New and Noteworthy podcast list within the first seven weeks of launch. The interview based podcast pulls back the velvet curtain of style to expose ideas and inspiration every woman can translate to her life straight from the tastemakers creating style now.
Her approachable and standout personality mixed with an unapologetic style sensibility brings a refreshing lens to the fashion world that women have come to trust her for. Alia is regularly interviewed and featured as a style influencer Additionally, TODAY, GMA and E! News regularly turn to her for ideas and inspiration.
Alia has also taken on the role of ELLE Style Correspondent both in front of and behind the camera, developing strategy and content for ELLE and ELLE.com. She independently consults on projects for retail brands looking for a strategic partner with proven industry success to craft and curate compelling content with an editorial POV. Click here to read more about Alia's consulting portfolio.