Since its launch in 2013, Athnain, a visually stimulating quarterly magazine that focuses on pop culture and visionaries in the Middle East, has been creating a stir in Kuwait. Similar to some of today’s emerging fashion publications as well as better-known titles that are navigating between pop and niche—Love, i-D, Pop—as well as commercial and controversial—Paper, Dazed, Purple Fashion—Athnain attempts to bring this approach to our region.
Headed by creative director Yousif Al Taher, who carefully selects an array of accomplished photographers from the region (such as Saeed Khalifa and Jalil Marvin), the matte-format publication delivers a distinct aesthetic characterized by deep, muted hues and avant-garde styling. Here, Al Taher talks candidly to Style.com/Arabia about the challenges and rewards of introducing this concept to the market.
ON CHOOSING THE NAME “ATHNAIN”
Many assume that the name of the magazine, Athnain, is derived from my name and the managing editor’s name (Yousif Abdulsaid), but that’s not the case. “Athnain,” the Arabic word meaning “two,” represents both genders and two sides of a personality.
THE DRIVE BEHIND LAUNCHING ATHNAIN
My late grandmother used to talk about the late ‘70s and how Kuwait back then was an interesting place to be. There were a lot of interesting movements that were taking place, but they unfortunately weren’t being documented. For example, Andy Warhol came to Kuwait during that time—not a lot of people know that. It was a bit frustrating because they would tell me how different the culture was and how much the lifestyle has changed since then. I thought to myself, “I wish the media at the time tried to capture all that was happening.” That’s how the idea to start Athnain came to mind: why not start documenting what’s taking place now for future generations to see what it was like?
THE TIMING
When we decided to launch in 2013, we felt that Kuwait was ready for this type of exposure. The Middle East was ready, especially considering that a lot of people outside of the region were starting to develop a strong interest in what’s happening in this part of the world.
For a long time Kuwait was dubbed the “Hollywood” of the Gulf. A lot of well-known actors and singers built their careers in Kuwait. We felt that it would be great to have a publication that introduces local and regional celebrities to the public and high-end markets. For example, the Haya Abdulsalam—our second cover girl—editorial was sponsored by international designer Rad Hourani. He actually chose a couture piece for her to wear on the cover and featured her on his website.
