In this era of sponsored content, native advertising and transitioning print legacy issues, it’s wise whenever possible to hire someone who properly understands both sides of the advertorial equation. In that regard, Elle magazine’s incoming creative director Ruba Abu-Nimah is superlatively qualified.
For the past 12 years, Abu-Nimah worked as a creative director for Bobbi Brown Cosmetics and Shiseido. She also partnered during this time with E. Renée Rogers to launch Water NYC, a design enterprise that had a hand in Donald Robertson’s 2015 book Fashion Is Nuts. But it was on the editorial side that this Parsons School of Design grad started her long ascent:
Abu-Nimah began her career in magazine publishing as a designer at Elle Paris, and was a member of the founding design team at French Glamour. She has worked with the fashion world’s leading photographers, including Michael Thompson, Bruce Weber, Donna Trope, Tom Monroe, Raymond Meier and Mario Sorrenti. Abu-Nimah has received numerous design awards for her work including the James Beard Award, How’s Design Annual and the Art Directors Club.
Abu-Nimah has worked on the re-branding of Smashbox Cosmetics, the launch of Pat McGrath’s cosmetics line and Jennifer Lopez’s first fragrance, Glow. Abu-Nimah also spearheaded the branding and creative direction for iconic fragrance launches for fashion houses including Marc Jacobs, Vera Wang, Calvin Klein, Nautica and Davidoff. Recently, she collaborated on a pilot project for Nike, designing five limited-edition trainers.
Abu-Nimah will work closely with U.S. editor in chief Robbie Myers, who has a great quote: “Throughout her career, Abu-Nimah has conveyed a multi-dimensional representation of women that aligns with Elle’s vision; one that is both aspirational and real.” She succeeds Alex Gonzalez.
For the May Swimsuit Issue, Elle went with six different covers.