Forget following trends – Karen Wazen (Instagram) is all about forging your own path. In a world where fashion can feel dictated by external forces, Wazen’s story is a breath of fresh air. She’s a beacon of authenticity, blending passion and purpose to carve out a unique space in the industry. Her journey, challenging stereotypes and inspiring millions, is a testament to the power of staying true to yourself.
Starting with personal expression and blossoming into true global influence, Wazen’s story resonates with anyone who dares to dream big and chase their dreams. Here, she offers a glimpse into her motivations, the challenges she faces, and the core message behind her brand.
Wazen’s journey into fashion wasn’t a preordained path. “It wasn’t really my thing,” she admits, dispelling the myth of the fashion-obsessed child. Instead, her life’s course stemmed from a deeper wellspring: passion. She’s a self-described heart follower, guided by intuition. But fashion, she discovered, transcended mere fads. It became a powerful tool for self-expression. “Through fashion, I felt like I was gaining more confidence,” she explains. The connection between what she wore and how she felt, how it impacted her behaviour, was a revelation. This newfound confidence fueled a desire not just to embrace fashion, but to challenge its conventions. Wazen recognized a prevailing stereotype around who belonged in this world. She didn’t see herself reflected in the mainstream images, yet she craved a place at the table. Thus began her mission – to enter the industry and reshape it from within.
Wazen laughs when asked about her aesthetic. “I guess I do have a style, yes, but my fashion sense is so based on how I feel, you know? Sometimes I want to go all out, glam and bold. Other days, it’s all about pared-back minimalism. So, I wouldn’t say I have one signature look. It’s very much an expression of how I’m feeling at that moment. But if I had to pick a general aesthetic, I’d say it leans towards effortless chic. Being a mum and a businesswoman, comfort is key. I wear many hats in one day, so my clothes need to keep up! I also love incorporating a little ‘je ne sais quoi,’ that special third piece that elevates an outfit and adds a touch of magic.”
This concept of empowerment through individuality resonates deeply with Wazen. “Power,” she declares, “especially in the industry I’m in, signifies owning your own narrative and living authentically.” We’re bombarded with messages, she explains, constantly pressured to conform to fit in. But that’s a recipe for short-lived success. “You’ll never win that way,” she warns. “Longevity comes from authenticity.”
In a world obsessed with crafting narratives, Karen Wazen champions the power of embracing your own story, a message that resonates beyond fashion. This concept of empowerment through individuality translates seamlessly into her social media presence. Wazen’s refreshing sense of self shines through as she shares not just the glamorous highlights, but the everyday realities of life. Recognizing the responsibility that comes with her platform, Wazen, a mum with two daughters and a son, knows the dangers of social media illusions. In an era dominated by Instagram filters and curated feeds, she strives for truth. She feels a duty to her audience, largely younger generations, to show the full spectrum of life’s experiences, the positive and the negative. By embracing reality, Wazen offers a refreshing antidote to the often-sugarcoated world of social media.
Reflecting this personal vision for empowerment and creativity, Wazen’s recent foray into jewellery expands her brand beyond sunglasses. The new line symbolises the brand’s continuous growth while rejecting limitations. It embodies the freedom to explore different avenues of expression, both for the brand itself and the consumers it empowers.
Stepping out from behind oversized sunglasses wasn’t always the power move it is for the entrepreneur today. In a refreshing display of vulnerability, Wazen shared how her childhood insecurity about her large eyes fueled a lifelong passion for sunglasses, which ultimately blossomed into a thriving business. This transformation exemplifies the core message woven into the very fabric of her personal brand: Celebrating what makes you distinct and wielding it as a springboard for self-expression is the path to personal success.
This isn’t just lip service; Karen Wazen actively challenges fashion’s conventional norms. Take, for example, her role as the face of a Roberto Cavalli fragrance campaign. “Being a creator, not a model,” she says, “I think that was quite a big moment.” Her transparency about “imperfections”, coupled with a major brand endorsement, is helping to shatter expectations and open doors for creators to see themselves represented in the fashion sphere. It’s a bold move that perfectly embodies Wazen’s spirit. The Cavalli campaign serves as a beacon for aspiring creators, a reminder that the fashion world craves fresh perspectives and celebrates those who rewrite the rules.
But navigating the pressures and expectations of online influence? That’s a constant battle, Wazen admits. “It’s a constant conscious exercise,” she says. She emphasises the importance of purpose, a guiding light that cuts through the noise and allows her to refocus on her goals. It’s also a balancing act between confidence and insecurity, a struggle familiar to any public figure. The key lies in authenticity, according to Wazen. Being true to yourself has always been the right way to do it and this includes acknowledging vulnerabilities, she emphasises. Owning a bad day and seeking support from her team is a crucial part of the equation. Surrounding herself with a positive support system and staying true to her core values allows her to weather the storms of online fame.
Motherhood has further reshaped her approach. “When I first started,” she reflects, “fame could have overpowered purpose.” Now, her focus has shifted. Building a legacy her children can be proud of, a legacy built on business success, reputation, and positive impact – that’s what truly matters. It’s a message that resonates deeply: fame is fleeting, but the power of authenticity and purpose can leave a lasting mark.
Her dedication to empowering others extends far beyond her own brand. A recent appointment to the executive board of Fashion Trust Arabia (FTA) exemplifies this. This prestigious organisation provides critical support and mentorship to emerging designers from the Arab world. For Wazen, it was a perfect fit. “From the start of my journey,” she says, “I’ve always been a champion for the incredible talent we have in the region.” She believes it’s not just about support, but about genuine belief in these designers’ potential. Highlighting their work, whether on international red carpets or through her social media channels, has always been a priority. But FTA offered a more amplified platform. “It’s a platform I truly believe in,” she emphasises. The founder’s vision and the organisation’s proven impact on young brands resonated deeply with her. However, Wazen brings more than just enthusiasm to the table. She recognizes the value her experience and connections can offer these rising stars. Her role on the board is a powerful extension of her core mission: to empower the next generation of Arab creatives and help them translate their unique visions into global success.
Her number one advice to emerging creatives? “Knock on doors, don’t be afraid to knock on doors, I still do this today!”
With a social media following exceeding 8 million, Karen Wazen’s influence extends far beyond the digital realm. Her voice carries significant weight. So how does she leverage this platform? “It circles back to the things I’ve mentioned before: responsibility and purpose,” she explains. These, along with authenticity, are the pillars of her online presence. “Right now,” she says, “what truly resonates with me is the desire to bring joy to others. It’s about making a positive impact wherever I can. And lending my platform, my voice, and my heart to those who could benefit feels like the least I can do.”
This commitment manifests in various ways, including being a Goodwill Ambassador for the UNHCR, a cause deeply personal to her. “I take this role incredibly seriously,” she says. “If I can utilise my platform to make a difference in their lives, it’s a worthy endeavour.” But her advocacy isn’t confined to a single cause. “It’s not about limitations,” she says. When she feels the Arab world is being misrepresented, she doesn’t hesitate to act, “I believe it’s my responsibility to showcase the truth, to reclaim our narrative, and to champion what I truly believe in,” she says.
Wazen is more than just a successful entrepreneur; she’s a powerful voice for good. By fostering creativity, advocating for important causes, and using her platform responsibly, she inspires a new generation to embrace their individuality and make a positive impact on the world. Her influence isn’t either a one-way street. She understands the power of fostering a community and empowering others to find their own voices. This vision extends beyond fashion and philanthropy. She actively seeks out opportunities to connect with her audience and inspire them to pursue their passions.
“There’s this misconception that because I have a large following, things just happen for me,” she says. “But that’s not true. I hustle. I have a plan, and I go after what I want.” She encourages her followers to do the same, to chase their dreams with unwavering persistence.
Karen Wazen’s journey is a testament to the transformative power of believing in yourself and staying true to your core values. She’s not just building a brand, she’s creating a movement – a movement that champions self-expression, empowers aspiring creators, and advocates for positive change.
As our time together comes to a close, her phone buzzes. It’s her children’s school. With a laugh, she says, “See? Just a normal mum juggling it all, like everyone else.”
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