Sofia Guellaty is the founder and editor-in-chief of MilleWorld.com, a platform that highlights the latest in fashion, culture, beauty and travel from the boundary-breaking Arab youth culture. She talks about the media's ongoing practice of hiring Western editors and her own platform's commitment to working with Arab writers and directors. She addresses mental health relative to regulating social media through disclaimers and discusses stereotypes and the rebranding of Arab culture for global consumption. This includes producing localised content for luxury brands, like a recent Ramadan series of short films with Gucci, inspired by 'musalsalat', Arab soap operas similar in style to Hispanic telenovelas.