Supermodel and entrepreneur Naomi Campbell and former PrettyLittleThing CEO Umar Kamani revealed plans to launch a new talent management company based in Dubai, he exclusively told Arabian Business.
“Myself and Naomi are in the process now of starting a talent management company,” Kamani shared.
“We feel there is an opportunity to bridge some gaps in the current talent management world. Countries in the Middle East are aggressively pursuing talent and signing them to big deals, but sometimes it feels very transactional. The talent comes in just for the money and leaves without truly experiencing the culture.”
As someone proud to call Dubai home, Kamani wants to see people coming to the region “passionately, not just for the money but also to experience the beautiful, respectful culture.”
Having attended events in countries where talent is booked only to do a job and leave, he believes that this model does not help countries properly achieve their goals. “It’s a bit of a lose-lose,” he told Arabian Business.
Dubai becomes the new hotspot for global talent
This comes as Dubai sees an unprecedented influx of celebrities, business moguls, high-profile figures, and influencers relocating to the emirate in record numbers since the pandemic as the world’s wealthy seek a safe haven of political and economic stability and to capitalise on Dubai’s booming economy.
With his extensive business experience as former CEO of online fashion giant PrettyLittleThing, Kamani believes he can structure deals that benefit both talent and clients. This includes giving talents a great experience, so they want to return without needing to be paid, as well as fostering longer-term partnerships.
Campbell and Kamani plan to leverage their expertise and local knowledge to make sure talent visiting the region leave wanting to come back and truly experience the culture, not just see it as a transaction.
“I’m not starting this company to make loads of money. I’m starting it to make a positive change to an area I see as not quite right,” he said.
Through their exclusive new firm, Campbell and Kamani plan to develop more integrated strategies to achieve mutually beneficial partnerships for talents and brands/countries in the Middle East.
“If you look at Abu Dhabi, who are investing fortunes into the UFC and Formula One, you can quite clearly see the Middle East is trying to build an ecosystem where people live here, move here and invest here. The government’s strategy is clearly to make this a place people call home and where they feel welcomed and appreciated, which is amazing,” he added.
To achieve this, “you have to bring brands to the Middle East,” he said. By bringing brands to the UAE to set up their head offices and warehouses, it is an opportunity to positively impact the economy, foster creativity and stimulate job creation. “That’s what’s needed to take Dubai and Abu Dhabi’s success to the next level.”
“Let’s bring the brands in. It’s been great to see moves like Ronaldo to Saudi Arabia, but that’s one instance. We need more of that – we want everyone moving here. I see people like Will Smith coming in and out, but you want all these big profiles, brands, companies, celebrities, the best biotech experts and doctors and whatever else,” said Kamani.
“One thing I’ve learned about the Middle East is that, like me, we want the best of everything. I think the next stage is attracting those people and brands. That’s part of my next journey chapter – to start creating that ecosystem as I live here in the region.”
Kamani stepped down as CEO of UK-based fashion retailer PrettyLittleThing in March last year after leading the company to success for a decade. At the age of 24, he and his brother Adam Kamani, launched the company to cater to women aged between 12 and 25.
“I have many personal goals that I want to achieve. I see myself as a man who wants to do great things in life. I did an incredible 11 years at PrettyLittleThing, having started the company when I was just 24 years old,” he shared.
“I wanted to leave PrettyLittleThing feeling that I had accomplished everything I could without compromising my next stage of life. I have big ambitions and dreams, and it felt like the right time to step down.”
Stepping down has allowed him to focus on new projects, he said, teasing several new ventures with “a lot happening behind the scenes.”
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