The Loud Generation. Interview With El Guthmy Sisters

These two sisters form a formidable team, offering each other unwavering love, support, and respect. Both are ambassadors of modest fashion and creativity, continuously pushing their boundaries. In our conversation, we delved into their journey, the evolution of their close bond, and the unique qualities that define each of them. Plus, an amusing story about Junaynah sneakily borrowing her mum's lipstick without permission!

— Hello, Junaynah and Zeyaanah! There is limited information available about your family online, so let's start there. I understand your parents hail from Yemen and Kenya. Could you share your family's story?

Junaynah: Our family is diverse, with a mix of grandparents and parents from different ethnicities. The two dominant mixes in our family are Yemeni and Kenyan. My dad's father was a Yemeni merchant, and his mother was a Kenyan native born on a small local island. On the other hand, my mum's father is of Turkish Yemeni descent, while her mother is from Tanzania and has Kenyan roots.

— And how did your parents meet?

Junaynah: They were high school sweethearts, then married right after graduation.

— Describe your relationship with your parents and how frequently you connect with them.

Junaynah: We see our parents every single day. We applaud our parents for finding a way to maintain a version of a traditional Afro-Arab family while still being mindful that we lead our own lives. To someone from a different culture, it might seem strange that we appreciate our parents giving us the freedom to learn from our own experiences. Still, in the African and Arab communities, we understand that is not necessarily the standard, and most women are under strict parental guardianship until they get married.

So again, we respect our parents for making the conscious choice to break away from that norm and giving us the liberty to discover our true selves. Without that decision, we would not be who we are today.

Photo: Nikita Berezhnoy

— Can you highlight some key lessons your parents instilled in you?

Junaynah: My dad taught me the beauty of creation, the power of connecting with people, how to see beyond what is in front of you, how to shape reality, and how to dream. My mother taught me how to carry myself, how to study what is, how to plan and prepare, how to be strong, and how to overcome anything in my way.

Zeyaanah: My parents have played a significant role in shaping my life journey. My dad's artistic skills have inspired my creativity while growing up. On the other hand, my interest in academic pursuits has been influenced by my mother. They have always emphasised the importance of dedicating oneself to a greater purpose and being authentic in everything one does.

— Junaynah, you have a charming anecdote about your early encounter with makeup, involving borrowing your mum's lipstick without permission. We want to hear the whole story!

Junaynah: Creative expression was always celebrated in my home for as long as I can remember. My grandad was an incredible craftsman; my father was and still is an effortless artist through illustration, design, construction or anything he puts his mind to. That is important to mention because the idea of me playing with my mum's makeup feels reasonable. My mother is much more academic, so watching her do her makeup was the only apparent "creative connection" I could make. Her lipsticks looked no different from those I would colour with; they were just "Mama's special crayons". So whenever she looked away, I would snatch a couple and coloured my face just like she did.

— Zeyaanah, what was your earliest memory with makeup?

Zeyaanah: I have always loved the idea of what makeup could do. When I was between the ages of 10-15, I struggled with persistent acne breakouts; makeup was a way for me to feel safe and "normal". As I grew up, my relationship with makeup shifted; instead of muting features on my face, I wanted to be loud, and that is when I would draw on pink eyebrows every day. It was a way to express my self-confidence and show that I didn't care what others thought about my appearance. That lasted for about two years. Eventually, I didn't need the pink eyebrows to validate my feelings of self-confidence, and that is where I am at now. The most beautiful makeup (at least on myself) is the kind that's an extension of my beauty, not covering part of me up.

— Now, let's delve into your sisterhood. What was your dynamic like as kids, and how did it evolve over the years?

Junaynah: We were very close during childhood until we reached our pre-teens. However, when Junaynah became more focused on her studies at around 12-13, we lost touch and hardly spoke during our teenage years. At that time, Zeyaanah became more reserved, and we were not as involved in each other's lives as we used to be. But we slowly and naturally started reconnecting towards the end of Zeyaanah's teenage years. During the COVID-19 lockdown, we had time to reflect, reconnect, and become inseparable again.

Photo: Nikita Berezhnoy

— Zeyaanah, could you share more about your reserved phase during those years?

Zeyaanah: I grew up very observant, but many mistook me for being shy. Learning skills independently was the most effective way for me to learn. At that age, I didn't feel like I resonated with those around me enough to socialise forcefully. However, I knew that someday I would be surrounded by people I could relate to, and I wanted to be ready for that day. So, I focused on improving myself intellectually, spiritually, and emotionally.

— Sisterhood is an evolution. You have witnessed each other's journey through the years, observing the highs and lows and embracing the changes. Zeyaanah, can you recall the stages of Junaynah's development?

Zeyaanah: I can recall the development stages she experienced growing up. I always admired her dedication towards the vision she had set for herself and her consistency in pursuing her plans for the future. When she was younger, it was her academic goals. As she grew older, it became career-based goal. Regardless of the dream, I know she can achieve it if she sets her mind.

— Junaynah, how would you describe Zeyaanah's evolution?

Junaynah: Zeyaanah is my little butterfly. Even just thinking about all the phases I have been privileged to see her go through brings tears of joy and pride. One thing not many people know about her is that she always knew who she was. She is who she is, come rain or shine, whether it is accepted or not. I would say her evolution, in a nutshell, has been a journey of bringing the world that existed in her head as a child into reality as a young adult, and it probably gets me more excited than her to see the outside world greet this "Zeyaanah Land" with so much acceptance and love.

Photo: Nikita Berezhnoy

— Junaynah, what character traits differentiate Zeyaanah from you?

Junaynah: Zeyaanah is much more calm than I am. She is a big introvert, whereas I am loud and an extrovert. She is also much more blunt than I am. She doesn't hesitate to state facts as they are, whereas I tend to be a bit more diplomatic with my statements.

— Zeyaanah, what is your perspective on this?

Zeyaanah: I agree with Junaynah's opinion, as it is very accurate. Our personalities complement each other well because we have different perspectives and can offer insights into each other's mindset. While I tend to be more calm and reserved, which is beneficial in certain situations, I have also learned from her that creating genuine love-based connections with people is equally important for personal growth and truly experiencing life as a human being. One of the character traits I admire most about Junaynah is that she always chooses love unconditionally because love has a way of returning to you one way or another.

— Junaynah, you chose to study Law at university. Why?

Junaynah: I was exceptionally academically inclined from middle to high school, investing my time in every student council in every grade. I graduated as school president and valedictorian, so the only career advice I received was to choose from the usual options of becoming a doctor, engineer, or lawyer. I have a fear of blood, so the doctor was never going to happen. Maths isn't my passion, so engineering was out of the question. I have always been good at reacting to human behaviour and was excellent at debate, so Law felt like the perfect fit for me at the time.

— Zeyaanah, you are currently studying Psychology and Marketing. Why this combination?

Zeyaanah: I am currently studying Psychology and Marketing, both of which have always been points of interest for me. I developed a curiosity for mental health and the functions of the brain, including behaviours, from a young age. I wanted to understand why people do what they do. As I grew older, I realised the importance of understanding myself before others. This helped me to navigate circumstances more easily. So, I took my interest further into university but still felt something was missing. That is when I researched marketing and its influence on the modern generation. Marketing is highly beneficial to learning, especially since I plan on starting businesses that revolve around marketing and my skills/knowledge of psychology.

— Zeyaanah, you have mentioned the influence of marketing on the modern generation. Could you elaborate?

Zeyaanah: Perception plays a crucial role in today's generation. People often emphasise how an idea is presented rather than the idea itself. My research and studies on marketing enable me to understand the reasons behind this phenomenon and how I can authentically apply these insights.

Photo: Nikita Berezhnoy

— Junaynah, what character traits differentiate Zeyaanah from you?

Junaynah: Zeyaanah is much more calm than I am. She is a big introvert, whereas I am loud and an extrovert. She is also much more blunt than I am. She doesn't hesitate to state facts as they are, whereas I tend to be a bit more diplomatic with my statements.

— Zeyaanah, what is your perspective on this?

Zeyaanah: I agree with Junaynah's opinion, as it is very accurate. Our personalities complement each other well because we have different perspectives and can offer insights into each other's mindset. While I tend to be more calm and reserved, which is beneficial in certain situations, I have also learned from her that creating genuine love-based connections with people is equally important for personal growth and truly experiencing life as a human being. One of the character traits I admire most about Junaynah is that she always chooses love unconditionally because love has a way of returning to you one way or another.

— Junaynah, you chose to study Law at university. Why?

Junaynah: I was exceptionally academically inclined from middle to high school, investing my time in every student council in every grade. I graduated as school president and valedictorian, so the only career advice I received was to choose from the usual options of becoming a doctor, engineer, or lawyer. I have a fear of blood, so the doctor was never going to happen. Maths isn't my passion, so engineering was out of the question. I have always been good at reacting to human behaviour and was excellent at debate, so Law felt like the perfect fit for me at the time.

— Zeyaanah, you are currently studying Psychology and Marketing. Why this combination?

Zeyaanah: I am currently studying Psychology and Marketing, both of which have always been points of interest for me. I developed a curiosity for mental health and the functions of the brain, including behaviours, from a young age. I wanted to understand why people do what they do. As I grew older, I realised the importance of understanding myself before others. This helped me to navigate circumstances more easily. So, I took my interest further into university but still felt something was missing. That is when I researched marketing and its influence on the modern generation. Marketing is highly beneficial to learning, especially since I plan on starting businesses that revolve around marketing and my skills/knowledge of psychology.

— Zeyaanah, you have mentioned the influence of marketing on the modern generation. Could you elaborate?

Zeyaanah: Perception plays a crucial role in today's generation. People often emphasise how an idea is presented rather than the idea itself. My research and studies on marketing enable me to understand the reasons behind this phenomenon and how I can authentically apply these insights.

Photo: Nikita Berezhnoy

— Junaynah, your words: "The reality is that just being modest doesn't make you special; we just have to accept that we need to do more". Can you comment on it?

Junaynah: It is essential first to elaborate on what I meant by that statement. For a very long time, "modesty" was an aesthetic; it fit into a neat little box, and all the modest girlies were expected to feel eternally grateful for being considered at the table even though many of us still didn't look anything like the box being presented. At the same time, because there were barely any modest influencers in the market, just covering up and labelling yourself as a modest girl was enough to get you recognised. But then we got complacent, and my statement was inviting the girls to dig deeper, find what other value they bring, and show the world we are so much more capable than covering up. I have always shared my multifaceted interests throughout the years. At the root of it all was and is the foundation of my statement, encouraging girls to find their voice by being unapologetic about my own.

— I have seen your message to all the brands that add modest pieces to their collections.

Zeyaanah: We believe that brands are not fully utilising the potential of modest collections. However, this could also be attributed to the lack of modest representatives in the environments where such designs are created. We want to collaborate with more Japanese-based brands to explore this further.

— What brands do you dream of working with?

Junaynah: I would say Asian brands and fashion culture heavily influence us, and I would love to work with that sector one day.

— Do you have any style icons?

Zeyaanah: I used to believe in having style icons and specific individuals to look up to. However, now I have realised that my inspiration changes every week. There are many people to choose from, not just celebrities or well-known figures, and it is impossible for me to narrow it down to just a few names. Limiting myself to one or two people on a pedestal can hinder my creativity and limit the extent of experimentations I make with my style.

Junaynah: Not really on my side.

Photo: Nikita Berezhnoy

— Junaynah, food podcast! It was recorded during our Pop-Up camp at Louvre Abu Dhabi. Are you going to continue?

Junaynah: I definitely see hosting as a big part of my future. I have always loved connecting with people; I am a great conversationalist, and it has always been something I have had my sights on.

— So, are you going to continue hosting the Cassette podcast? There were only two episodes.

Junaynah: There were more episodes recorded that haven't been put out yet, but again, it is in the hands of the SALT team and what they choose to do moving forward. I would love to continue hosting it. It was my favourite project to be involved in this year, so let's see, inshallah, I get to dig into more delectable food while having memorable conversations with inspiring people.

— In the podcast, you throw salt over your left shoulder to remove bad vibes. Do you believe in this superstition?

Junaynah: I believe in the fun of it. Otherwise, yes, I am very superstitious, but regarding other superstitions.

— Could you share some superstitions you believe in?

Junaynah: I have certain Islamic beliefs and practices, such as covering the mouth while yawning, starting a meal in God's name, seeking God's protection from the evil eye, and things like that.

— Once, you both were asked what you see yourself doing in the next five years. Junaynah, you said you would love to build a platform for creatives like your sister and yourself. And then to be editor-in-chief of Vogue Arabia. What do you do to realise these plans, or have they changed?

Junaynah: I have accomplished the first part of my goal unofficially. I have learned how to showcase my talents and have been proud to highlight my artistic abilities over the years. However, I no longer see myself fulfilling the second part of that goal.

— Zeyaanah, you responded to that question like this: I see my platform growing and reaching audiences worldwide. Did something change?

Zeyaanah: For starters, I did reach audiences worldwide, for which I am eternally grateful to God. It hasn't changed but only evolved to a more specific type of worldwide audience I wish to reach and work with to develop my skill set even more and contribute uniquely to the industry.

— Do you consider yourself famous?

Junaynah: We wouldn't call ourselves famous. We have garnered popularity throughout the years, but "fame" is still a few steps down our checklist.

— Are you proud of yourself?

Zeyaanah: I am proud of myself, mainly for the calm state I have achieved and continue to work on. Success to me is being at peace regardless of the situation or circumstance that I am in. And so far, I feel like I am there and, Inshallah, will always be able to maintain this state of being.

Junaynah: I am so proud of myself, Alhamdulillah. I am proud of the woman I have evolved into, what I have accomplished in the past seven years, and the people I have had the privilege of meeting along the way.

Photo: Nikita Berezhnoy

by Alexandra Mansilla