Simona Jakstaite joins ELLE as ambassador amid her growing international luxury profile

The Lithuanian creative director, based in Dubai, will launch a new editorial column focused on fashion, luxury lifestyle and global events.

Dubai’s international luxury and fashion scene continues to attract an increasing number of personalities connected to media, entertainment and global lifestyle brands. Among them is Simona Jakstaite, the Lithuanian creative director of the iSwiss group, who has officially become an Ambassador for ELLE, one of the world’s most recognized fashion publications.

Founded in Paris in 1945, ELLE has grown into one of the most influential names in fashion publishing, with editions distributed in more than 50 countries and a strong focus on fashion, design, culture, beauty and contemporary lifestyle.

For Jakstaite, the collaboration marks another step in a career increasingly positioned between luxury communication, fashion events and international editorial projects. The Lithuanian creative director, already known for her appearances at fashion weeks, film festivals and high-profile events across Europe and the Gulf region, is expected to contribute through a dedicated editorial column where she will share perspectives on luxury experiences, international travel, fashion and exclusive events.

Over the last several years, Jakstaite has gradually built her professional and personal life in Dubai, a city that has become one of the global capitals of luxury hospitality and international networking. She has been living for years at Atlantis The Royal, the ultra-luxury resort on Palm Jumeirah that has rapidly become one of Dubai’s most iconic addresses since opening in 2023.

The property, known for its futuristic architecture, celebrity-chef restaurants and global launch event featuring Beyoncé’s return to the stage, quickly established itself as one of the emirate’s most recognizable luxury destinations.

Jakstaite’s growing presence in Dubai reflects a broader trend among international creatives and entrepreneurs who increasingly view the emirate as a strategic center connecting Europe, the Middle East and Asia through fashion, hospitality and business.

Alongside her role within the iSwiss group — where she serves as creative director overseeing branding and visual communication projects — Jakstaite has also been developing her editorial profile. According to people close to the project, she is expected to officially obtain the title of journalist and publicist in Italy in the near future after collaborating with several media outlets over recent years.

Her appointment as ELLE Ambassador also highlights the evolving role of modern fashion media, where traditional editorial work increasingly merges with digital storytelling, international visibility and lifestyle branding.

In recent years, Jakstaite has frequently appeared alongside her husband, Swiss banker and entrepreneur Christopher Aleo, at major international events ranging from fashion weeks in Milan and Paris to luxury hospitality gatherings in Dubai and film-industry events across the French Riviera.

The couple is expected to return once again to the Cannes Film Festival in the coming weeks, in what many industry observers anticipate could become one of the most globally followed editions of the festival in recent years, driven by major productions, luxury partnerships and an increasingly international audience.