HD FASHION TV: EXCLUSIVE Yulia Harfouch, Owner and Editor-in-Chief, in Her First In-Depth Interview on Shaping Cultural Conversation as the Foundation of Fashion

From haute couture runways in Paris to founding her own international media platform, Yulia Harfouch has never followed a script — she’s written her own.

With a career that bridges modelling, styling, and now running a fashion and luxury lifestyle media platform in multiple languages, Yulia has become a familiar presence across fashion’s global capitals. But beyond the camera flashes and backstage access lies a woman with experience, a sharp editorial vision and an independent voice.

In this interview, Yulia opens up about her transition from model to mother and media director, her cultural ambitions for HD Fashion & Lifestyle TV, and the freedom that comes from building something on your own terms.

What inspired the creation of HD Fashion & Lifestyle TV, and what lies at the core of its vision of fashion, luxury, and lifestyle?

My professional background was the foundation for creating HD Fashion & Lifestyle TV. I worked as a model for over a decade with major haute couture houses, including Louis Vuitton, Hermès, and Chanel. Later, I studied style and art direction at ESMOD, and then worked for six years at Vogue International.

Two years ago, I realised I not only had the experience and resources but, most importantly, the desire to launch my own international media. Additionally, the birth of my daughter also gave me a newfound sense of confidence. I enjoy the creative process, the editorial freedom, and the fact that I don’t depend on anyone: I publish what I feel is timely, relevant and important. We cover fashion, art, design, beauty, and lifestyle.

Over time, I came to understand that fashion is born from art — that’s its universal foundation. It’s the root of education; without it, fashion loses its meaning. That’s why I developed a digital segment focused on visiting Europe’s major fashion-related museums, such as the Prada Foundation in Milan, the Louis Vuitton Foundation in Paris, or the Grand Palais, which often grants us accreditation to film their exhibitions.

Luxury’s digital space truly inspires me. I no longer believe in print media, despite always enjoying giving interviews.

What does the “HD” in HD Fashion & Lifestyle represent?

“HD” stands for high definition, referring not only to the quality of the image but also, symbolically, to a clear, sharp, and uncompromising vision of fashion. It reflects our editorial approach: precise, elevated, and visually refined. The name HD Fashion & Lifestyle TV is a declaration of intent — to capture and present fashion and lifestyle content in the highest possible quality, both visually and conceptually.

What sets HD Fashion TV apart from competitors covering the fashion and lifestyle sectors?

We have no sponsors or advertising — we’re a family-owned company. We only publish what our editorial team — and I personally — believe is valuable and interesting to our audience. Our media is more honest, almost documentary in nature, as we’re free from commercial pressure.

We create documentaries about the world of luxury with a deeper narrative. For example, we produced a film about the history of the Japanese textile manufacturer HOSOO, which was founded in the 17th century in Kyoto and continues to produce fabrics for major houses within the LVMH and Kering groups. These fabrics are even used in the Dior boutique on Fifth Avenue in New York. All of our content is also published on YouTube, available for free, and is both educational and entertaining.

We see you at various major fashion events. Recently, you were at the Fendi dinner in Rome, alongside Alda Fendi. What advice or thought of hers left a lasting impression?

The Fendi family was among the first in Italy to create a foundation dedicated to art and fashion. Alda’s unconditional love — as a strong and remarkable woman — deeply moved me. The mission of her foundation is to revive Rome, the Eternal City. She’s also committed to promoting Italian culture globally and preserving its richness. We are also connected through Karl Lagerfeld, the creative director of FENDI for many years. As a model, I had the honour of walking for him at Chanel Haute Couture shows.

What memories do you have of it?

It was my very first major Haute Couture show. And of course, it was a colossal and unforgettable experience. First of all, the casting was highly competitive — there was only one spot on the runway for the 50 women present. When my turn finally came, after hours of waiting, Karl commented on my typically Nordic look, asked me to walk, and then told me to come back in a few days for a fitting. He was calm and rather strict. During the fitting, they immediately confirmed two looks for me. I was very young at the time — I had just turned 18 — and utterly amazed by everything that was happening.

Can you tell us more about the show?

It was magnificent! It was my first time inside the Grand Palais. They had built a square runway in the shape of a gigantic Chanel No. 5 perfume bottle. It was their official relaunch. From that moment on, my modelling career began to take off. For me, it was a kind of milestone — a starting point — where anything could be possible. Without knowing it, Karl became my mentor in the fashion world.

You also worked with Nicolas Ghesquière at Louis Vuitton, right?

Yes, Nicolas Ghesquière played a key role in my career: I had a three-year contract as a fitting model at Louis Vuitton. All prototypes from 2014 to 2017 were tailored to my measurements. I’m also deeply inspired by Delphine Arnault, the CEO of Dior, who carries a massive responsibility at LVMH. I met her at Louis Vuitton, and when she found out I was pregnant, she congratulated me and sent me flowers — I’ve never forgotten that gesture. At the time, I wasn’t sure I’d be able to continue my modelling career after giving birth. But I was back in shape within four months. Twenty years ago, returning to the industry after childbirth seemed impossible for a model. Now everything is changing — and that’s real progress.

What did you learn from observing Nicolas Ghesquière during his years at Louis Vuitton?

I learned most from his unique approach to archives. Nicolas draws inspiration from history and time — he masterfully creates new pieces inspired by the history of costume, while also looking ahead. I love this intersection between the past and the future.

HD Fashion TV has produced over 1,000 segments since its inception in 2023. How do you manage that volume and keep up with trends?

We’re not trying to outrun anyone or chase trends. Even after 15 years in the industry, it’s sometimes hard to keep up — trends change by the second, but we don’t ignore them. For example, last year was marked by the growing prominence of artificial intelligence and its increasing integration into our media. We have implemented AI on our website and platform, with all of our articles being automatically translated into various languages. Thanks to that, our content became globally accessible. We also work with precise annual planning: our programs are scheduled a year in advance. This allows us to request accreditations early and ensure we’re present at key events, such as the Cannes Film Festival and Fashion Weeks, which are especially popular with our audience.

You studied at ESMOD in Paris. What drew you to the city, and what inspired your fashion career?

I won the Ford Supermodel competition in Russia, and international scouts noticed me, leading to my signing with Major Model Management. A year later, I joined Women Agency, one of the most prestigious agencies, where I worked for over a decade. In parallel, I studied styling and design at ESMOD. From the very beginning, I felt like I had found my place. My journey was very organic — I continually developed my skills and deepened my understanding of the industry.

How do you and your husband, Omar Harfouch, support each other in your projects, and how does that influence your growth?

My husband supports me in every way — emotionally, physically, and financially. Today is the anniversary of our first meeting — 16 years together. He’s my rock. I trust him even more than I trust myself. We launched the channel together; however, this year, once everything was in order, Omar transferred his shares to me — I’m now the sole owner. Our relationship is built on complete trust.

What is your favourite fashion house?

I love classic Parisian chic, which is why I often gravitate towards wearing Saint Laurent.

What are you most proud of from your modelling career?

I’m proud that I changed my life. I was born in a small town in Russia. Until I was 18, I had never travelled abroad, didn’t speak any foreign languages, and lived a very simple life.

Here, I received an education, earned a status, and achieved financial independence. But most importantly, I found love and built a family.

How has motherhood impacted your relationship with fashion?

I value quality and comfort more than ever — sneakers have now replaced heels. I discovered 100% cotton at Petit Bateau. At first glance, it’s not high fashion, but their summer collaboration with Miu Miu was amazing. It’s a great example of how fashion can also be incredibly comfortable. I also became much more mindful about cosmetics; I never used to check ingredients. Now, I only choose hypoallergenic formulas that are safe for very sensitive skin. For example, for intimate care, I love the plant-based Wumi gel — it’s certified by French gynaecologists.

At BOF Crossroads 2025, you identified Dubai as the new capital of fashion. How do you envision its future in the industry?

Dubai is a global crossroads, between North and South, East and West. It’s a strategic hub, especially in real estate. They built an ultra-modern city in the desert — almost futuristic — with an exceptionally high quality of life. Naturally, fashion found its place there as a reflection of economic growth. The Middle East has long been one of the largest luxury markets, with Dubai Mall being the world's most visited shopping and lifestyle destination, attracting over 100 million visitors annually. Who knows — maybe Dubai will become the fifth fashion capital, after New York, London, Milan, and Paris.

How does your 15 years of experience in fashion shape your leadership at HD Fashion & Lifestyle?

Over the years, I’ve worked with the most prestigious houses, studied design and style, and tried my hand in fashion journalism; all of this has shaped how I lead HD Fashion & Lifestyle TV. But beyond technical expertise, I realised something deeper: I have a voice, and through the media, I can influence opinions and contribute to a cultural dialogue. It’s a form of “soft power” — quiet but impactful.

Today, influence in fashion and luxury is no longer just about aesthetics; it’s about values, education, and storytelling. At HD Fashion, I handpick stories worth telling, talents worth showcasing, and ideas worth sharing. It’s a huge responsibility — and I take it seriously. I lead with intuition, experience, and complete independence. Because I don’t rely on advertisers or external interests, I stay true to my editorial vision and convictions. My path has given me not only legitimacy, but a priceless freedom — one I want to use for the sake of culture, far beyond fleeting trends.

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Team: 

Photos: Ksenya Poggenpohl

Stylisme: Ekaterina Tabakova

Makeup: Aya Fujita

Hair: Tie Toyama