Introducing the magazine

Introducing the magazine

2 min read  —  Oct 07, 2020

by maft Team

The pandemic we are currently experiencing has created a lot of uncertainty not only in the fashion industry but in everything else in our lives. It has tested and is still testing our abilities, resilience, and our collective awareness when it comes to what we already have in terms of human and physical resources and capacities. We found ourselves in an international and a worldwide existential crisis, living our days in doubts, worry, fear yet a lot of hope and determination to fight and to survive.

This pandemic is a personal, professional and global awakening.

Not to sound too dramatic but we are all experiencing it and it’s not always easy. We are all basically going through the same routine: Quarantining, Zoom meetings everyday wearing a chic top and shocking pyjama pants, mood swings, stressful moments when we forget to wear our masks or forget our hydroalcoholic gel at home, daily fear and anxiety over our health and our loved ones’... A real mental roller coaster. 

The fashion world, just like everything else, has been hugely affected by COVID-19 of course, which caused a real questioning of all aspects ranging from the pace of collections, to the idea itself of “A collections”, to the issues of local production and the environment.

Maft, being a part of this world had been struggling too, dealing with a larger dose of uncertainty.

The magazine has been absent for a while, long before the pandemic happened. It has been waiting for the right moment. And the right moment didn’t have anything to do with time, but it had everything to do with the total and full development of Maft's new identity as a media platform and as a concept. It’s been a unique journey, where Maft tried to know and discover itself better and worked on defining its true purpose and mission. The team behind learned a lot in the process and decided to introduce to the world something that they believe can make a difference in the fashion industry, and have a positive effect culturally, not only in Tunisia where Maft is based but also in the MENA region. 

After a lot of hard work, a lot of lessons, many investigations and research on the complicated situation of the industry and the problems that its workers are facing, and after several and multiple experiences, Maft felt ready to come out to the world.

Unfortunately, Covid19 came first and decided to ruin the party.

Will MAFT ever see the light?

 See more in Nour's Instagram.

Between the desire to re-launch Maft and the stress, the confusion and the uncertainty caused by this horrible crisis, there was chaos. There have been many questions and doubts but the big question was: should Maft magazine be launched after the pandemic is over? I guess not! 

This decision came with a full acceptance of the fact that this virus is still going to live with us for years ahead and we’re gonna have to deal with that (hopefully not). 

We decided it is time and we’re going to find a way to make it work. So here we are, Introducing Maft magazine with a new look, a new website, and a new personality. A fresh start in the middle of a pandemic, how awesome is that!! Check out our about page to know more about our identity and vision.

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