Wafa Alobaidat’s aim has always been to bridge the gap between young and innovative artists and their potential clients. She began her career working with renowned fashion designer Liza Bruce and her husband, interior designer and artist, Nicholas Bruce. She learnt all the aspects of the fashion business while she was still a student at Chelsea College of Art and Design, University of the Arts London.
After graduating Wafa went on to create her own blog, Fashion Ambitions, where she documented her work experiences assisting Marko Matysik Editor of Big/Show Magazine, one of the editors at Vogue Nippon, working with On/Off, publishing her work with Prim and Borderline magazine and generally working in fashion journalism.
In 2009 Wafa created Sketchbook Magazine, the fastest growing digital illustration magazine in Europe. With more than 10,000 print-on-demand print copies sold, 6,900 PDFs, and 75,000 online views of Sketchbook the Fashion Blogger Issue was the critically acclaimed first issue, dedicated to fashion blogging. The Sketchbook pop-up shop was a major success with Wafa’s mission of creating a space for young and emerging artists to meet with. In 2005 Kashka, the award winning online conceptual magazine won appraise from ECCA and London College of Communication which went on to create a series of briefs by Creative Director Wafa Al Obeidat.