My name is Ahmad Swaid and I am a British-based Sierra-Leonean/ Lebanese Fashion Writer & Pop-Culture Lover.

Pop Culture Du Jour is my fashion fantasy  blog devoted to fashion culture, the mainstream and contemporary art & music. Its basically the output of everything I see in my mind and constantly obsess about. There are so many blogs out there that basically recycle the same information all over again and its quite disheartening that you don’t see that much variety in a sub-industry that is devoted to the most creative commercial force in the world. I just don’t get it. Where’s the imagination? Interpretation? Inspiration?

I am one who believes fashion is a medium that has so much left to be explored. What defines fashion NOW are the ideas- the creative thinking, the runway performance, the advertising campaign, the energy, the process, the narrative, the people, the values - Du Jour is basically an extension of that.

While POP does centre greatly around the industry of fashion, it also encapsulates my other passions and obsessions and influences – cinema, people, art, magazines and music, just as much. You’ll also notice that I create some of my own images, modifying fashion campaigns here coming up with concepts there, putting out a little inspirational verses here & there. Its all part of the package!

I hope you like my website and find something on here to enjoy. Take a look at my Editor’s Note to know what I’m feeling every month and check out the Features page for my seasonal agenda.I have so much in store for you so stick around and join in on my conversation via Facebook and Twitter.

 This is Pop Culture Du Jour the re-boot. I’m back with a bang!