On Struggles, Sacrifice and Spotlighting: In Conversation With Saif MahDHi

People tend to say that in order to know where you are heading, you first need to look back at where you initially came from — and the same rationale applies for the so-called world of entertainment, culture and media in the Middle East, North Africa and beyond. It’s true, since the second half of the 2010s, there’s never been as much commotion around our region since its alleged golden-age. There’s no doubt, even the most remotely interested individual would agree: the fashion industry has seen a radical shift in recent years, and one name that has played a key role in this evolution: Saif Mahdhi’s. As a French-Tunisian talent agent with nearly three decades of experience in the industry, Mahdhi is widely regarded as one of the most accomplished and respected figures in the field.

In 2019, Mahdhi founded Safe Management, an agency that represents an impressive roster of A-listers including FKA Twigs, Achraf Hakimi, and Ali Latif. But what sets Mahdhi apart from his peers, is his ability to build strong and long lasting relationships with his clients, many of whom have become close friends with time. His talents are known for entertaining tight ties between themselves, going against most of the industry’s cut-throat competition, deeply rooted utilitarianism and heightened levels of nepotism. In other words, Mahdhi’s approach stands out as a refreshing change, one that’s genuine and that promotes the individual over celebrity status. 

By now, he’s carved out a successful career and has become a flagbearer for others who may have felt underrepresented in the past, as well as an inspiration for those that are looking to make and leave a long-lasting mark.  

In exclusivity for FAMA, we sat down down with the French-Tunisian superagent to shoot the breeze on everything from his early steps, identity and the notion of family

FAMA: How was it growing up as a child in France ? 

Saif: Being born in Paris, I’ve come to realise this city doesn’t offer much space for Arabs. We have been limited to rap or football. In my time I’ve had to accept and live my roots in a way that I don’t want the new generation to be dealing with. Thankfully, I’ve been able to embrace where I come from and who I am, whether it’s culturally or as a person. I want the new generation to be able to be proud of where they come from and embrace their ‘double culture’. It makes us special, different, and stronger. 

FAMA: You’re absolutely right, though I feel our generation has been able to bargain and compromise less with their identity. We’re Arabs and whether you like it or not, this is us. For far too long, we were secluded, kept in the back stages of events. Thanks to your generation, and perhaps also luck, we’re now being seen under a different light — being Arab has all of a sudden become cool. 

Saif: This is unfortunately not the case in France, but I’ve adopted a positive outlook and believe that the situation has changed since my parents’ generation. It’s an everyday fight and for me, it’s a life’s mission. I found it hard to navigate between both of my identities, especially when other people have constantly tried to exclude you from one or the other. In France, I’m Arab but in Tunisia, I’m French. It took me a while to accept and embrace my double culture and realise that I’m as French as Arab. (big quote)

FAMA: How was it like to make your first few steps in this industry a couple of decades ago? Especially as one of the only Arabs in the industry, with no one to look up to and ask for advice to ?

Saif: I actually never intended to work in fashion or the creative industry. I come from a poor background, and the world where I am today, was unknown to me given my modest upbringing. My father was a garbage man, and my mum was a cleaning woman, and so my first steps in the creative industry happened by pure coincidence. (quote)

I was originally applying to work at an advertising company but ended up in a building where I met a man who started talking to me about the fashion and modelling industry, thinking I was someone else. Eventually, he offered me a job and introduced me to the modelling agency, where I became an assistant photographer in ’93, ’94.

FAMA: And the rest is history, I guess! What pushed you into building your own venture? Were there any faults or weaknessethat you were looking to make up for, despite all these years in this industry?

Saif: I never adopted a strategic mindset for anything that happened in my life. When I was an assistant, I never intended to be a booker. When I was a booker, I never intended to be an agent, and so on. My only ambition was to do my best in what I was doing, and I wasn’t watching the next step. 

I remember feeling like I needed to find designers, photographers, chief editors that have a story to tell. I didn’t want to just take over the agency, but wanted to create a talent board, a family, a little boutique in the middle of a huge network.

FAMA: What do you look for when you set your eyes on someone? How do you develop a human connection between you and the talent? How do you know if Ali Latif for example has a good heart?

Saif: I knew from the first 10 min I spent with him 5 years ago. Though there were no French model agencies that were interested, it was obvious for me that he looked amazing. The energy, the kindness, the education.  

A designer once told me that I see talent in people that don’t even know it yet. It’s a sensibility that I have, and I believe that my empathy and capacity to care for people, comes from the way I was raised. When I first started, I thought I was a secretary in the middle of brands, models, and clients, but I later discovered that I have a talent and that is to see people’s talents and put them forward.

FAMA: It all feels very genuine as well. I feel that what makes the strength of your entity is that you represent wide range of talents such as superstars but also up and coming talents, yet all seem to coexist peacefully. In an industry that is very competitive, how do you deal with egos?

Saif: Everyone has an ego, but I do not apply or use it in my business. I find that dealing with egos is easy, because I come on board as a support for talents. My job is not to hang out or befriend celebrities even if that is what it seems. I am there to help them to get there where they want and need to go. My work is to make the right decisions and bring on board the tools that will support their ability to express and be themselves. I am not directly confronted to their egos because I’m part of their project. My philosophy is that I don’t work for anyone; I work with people and that’s very important. It’s involves everyone, all the way up to the cleaning lady: she doesn’t work for me, she works with me and that makes a huge difference.

FAMA: You spend a lot of time helping people, supporting them in every single capacity and every single venture they want to take forward, does that not take a toll on your mental health? 

Saif: It takes a lot of energy and I often feel very drained. I like to go away at least twice a year on my own and isolate myself from everyone, except my family. Balance and putting yourself first is essential. In order to take good care of people, you need to take good care of yourself. 

It’s been 28-29 years since I’ve been doing this job, and there are moments during that time where I felt like I had lost myself. Nothing is perfect, and it is okay to say that itwas also full of doubts, stress, and experienced failure at times. 15 years of therapy also helped to get to know and deal with myself better. 

FAMA: How do you recentre? 

Saif: I like going back to Tunisia and get lost in learning about every city and their craft. whether it be the old seamstress or her brother who makes carpets. I also drive a lot when I’m there and have managed to complete 7000 km in 30 days.

FAMA: By the sounds of it, you’ve achieved most there is to achieve, having signed the greatest, the smallest and brought people up from ‘nothing to everything’. Are you still hungry for success? 

Saif: I’m hungry in a different way. When I first started, making money was a motivation as I had to survive and support my family. Luckily, I discovered an amazing industry, that is everchanging, and there is still so much to learn, hence why it still gets me hungry. I am excited to listen to FKA twigs’ new album and support her in her new movie and what she has to offer. I also love discovering and taking care of new designers such as Abdel El Tayeb who won Fashion Trust Arabia and is an incredible young talent. I also produced Ali Latif’s music videos and learnt about the music industry. 

I also consider it my life’s mission to support culture in Tunisia and use the tools and skills I’ve acquired during the years to create collaborations and promote the country, despite its difficult political and economic situation. I’m always impressed by the incredible talents there is to unearth. (quote)

FAMA: As someone who’s had decades of experience, if you had a couple of words for this new wave of people, what would they be? What should we be careful of and what should we aspire towards? 

Saif: The expectations for this new generation are very high from. The first advice I’d giveis to embrace who you are and where you come from. The second is to work very hard and leave your ego on the side. I also realised that I never put myself in competition with anyone. When I was directing big companies, there was a lot of competition, but I never looked at it. I am very content and satisfied with what what I have, and other peoples’ successes don’t threaten me. Ultimately, I just want to have fun and express myself, but I don’t want to compete with anyone. If I can keep that life until the end, fantastic! If this ends today, the journey would have been incredible. 

 

Photographer : @ismael_off
Makeup artist : @claveriebenoit
Graphic Designer : @rbnxfts
Executive Producer : @samilakouait
Production assistant : @zein_belail
Special thanks to : @safemgmt & @mediaupproduction


Interview BY YASSINE HARISSE

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