The Style Scout
As a leading voice in the style industry with both extensive retail and editorial expertise, Alia Ahmed-Yahia brings an on-the-pulse perspective to the fashion, beauty and style landscape. As a trusted style resource to women across America, Alia brings your great style to life through a curated translation of the world of style delivered through an aspirational and empowering lens.
The thread of Alia’s career has always been a discerning eye and belief that great style is about personality not pocketbook. Alia’s naturally authentic connection as a trusted style resource to women is rooted in her unique ability to speak both luxury and mass “languages.” Born in the Midwest, as the oldest of seven children, Alia moved to New York after college determined to work in the fashion world. Wearing a boy’s NY Yankees T-shirt tucked into a silk polka dot Banana Republic skirt, it was her confident style philosophy that landed her a fashion position at Vanity Fair Magazine. Alia’s unique dissection of a high-end approach balanced with what women really want to wear propelled her to a top editor at multiple fashion magazines, including Glamour, Vitals, ELLE and Style.com. Lending her expertise to ELLE Magazine as an on-air, in-book and ELLE.com personality, she attended fashion weeks all over the world translating the global trends to everyday ideas.
In 2005, Alia translated her passion for editorial and product into an e-commerce site, chicSherlock.com, giving high-end jewelry designers a voice in the digital space as the world’s first curated flash sale site.
chicSherlock.com was featured in WWD, Forbes, Lucky Magazine, London Daily Telegraph among others and was awarded best website for jewelry in 2006 by Time Magazine.
However, true to her roots and driven by her personal style philosophy, in 2008 Alia joined LOFT/Ann Taylor bringing a high-end approach to drive the brand evolution transforming the product, branding and fashion direction into on-trend, inspirational yet approachable ideas for women everywhere. As Chief Style and Marketing Director she took an innovative three-pronged approach to retail blending Brand Marketing, Fashion Direction and Strategic Communication to drive awareness, affinity and differentiation leading development of creative marketing strategies rooted in client-centric brand storytelling that attracts and activates prospect target clientele engaging her with curated content and communication where she lives, works and plays.
In 2014, Alia launched her own brand, The Style Scout to share her insider expertise to bring your great style to life. As the “Robinhood of Style,” Alia brings the audience into an intimate and inclusive style conversation through her blog, The Style Scout, weekly e-newsletter, The Scout, and her weekly CBS Style Scouting podcast. The Style Scouting podcast, approaching 150k downloads, reached #3 on the iTunes store New and Noteworthy podcast list within the first seven weeks of launch. An interview-based format pulls back the velvet curtain of style to share actionable ideas and inspiration straight from the top tastemakers creating style now.
Her approachable and standout personality mixed with an unapologetic style sensibility brings a refreshing lens to the fashion world that women have come to trust her for. Alia is regularly interviewed and featured as a style influencer TODAY, GMA and E! News.
Alia has also taken on the role of ELLE Style Correspondent both in front of and behind the camera, developing strategy and content for ELLE and ELLE.com. She independently consults on projects for retail brands looking for a strategic partner with proven industry success to craft and curate compelling content with an editorial POV.