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Susan Sabet

Owner, Lina Publishing Ltd

What is the BoF 500?

The BoF 500 is the definitive professional index of the people shaping the $2.4 trillion fashion industry, hand-selected by the editors of The Business of Fashion, based on hundreds of nominations received from current BoF 500 members, extensive data analysis and research.


After stints in design and production at her mother’s childrenswear factory, advertising at TMI, and publishing at Cleo magazine, Susan Sabet founded Pashion, a pan-Arab, fashion and beauty glossy, in 2003.

Sabet’s spur for starting the publication, now distributed in nine Arab countries, came when she noticed a gap in the market for a magazine that targeted the Arab woman, and showcases both international and local designers and brands.

Although based in Cairo, her orbit extends beyond Egypt into the most affluent homes, boutiques and spas across the Arab-speaking world. This includes readers who reside in places harder for brands to penetrate like Jordan and Oman, as well as loyal Egyptian readers who turn out each year for Cairo’s Fashion Nights, a shopping festival she founded a few years ago.

Positioning Pashion as the seasonal what-to-buy guide, Sabet has accumulated an enviable mailing list, which she now uses to help designer brands do trunk shows in Kuwait, Dubai and Riyadh. Constantly striving to support local and upcoming designers, she has launched a string of promotional events, like Luxury For A Cause, and instigating overseas exhibitions of Egyptian designers, for example, at the Egyptian Embassy in Vienna in 2012.


Lina Publishing Ltd

Lina Publishing Ltd


Cairo, Egypt


Deutsche Evangelische Oberschule

Deutsche Evangelische Oberschule

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