Safiya Allaf is a creative copywriter and content strategist on a serious mission to do more good within the fashion industry.

Her sustainable fashion journey started waaaay back. A natural upcycler, Safiya would cut up old clothes to transform them into something new and blog about her creations as a teen.  

She took that passion for writing into her career, working at renowned PR and marketing agencies for almost a decade across B2B and B2C sectors. She's written for household names like Smeg, Hard Rock Cafe and W Hotels. But, sustainable fashion was always her calling.

Now, Safiya uses her storytelling skills to help sustainable and circular fashion businesses find their unique voice to connect with their audiences without greenwashing or relying on eco jargon. She works on crafting the right words and messages to increase her client’s visibility and, in turn, their positive impact. She believes telling the right stories can inspire the next generation of eco-conscious consumers.

Safiya is also a sustainable fashion advocate, published poet and avid crafter - crochet being her current craft of choice.