The business of 'real' influence: Fashion’s celebrity ambassadors and muses

For Alia Bastamam (left) and Scha Alyahya, the designer-muse relationship is built on more than business alone. It is also a friendship. Photo: Alia Bastamam

In an industry where image is everything, celebrities hold a strong sway.

Their influence can turn a fledgling label into an overnight sensation or cement a legacy brand’s relevance for a new generation.