Our Mission

Our Mission.

The Soulfuls is on a mission to pave the way for a free, fair and inclusive future where there is room for everyone’s voices.

We celebrate cultural diversity and empower the next generation of women and girls from all backgrounds.

We strive to create a supportive global community where young independent women can gain knowledge, share experiences, explore your possibilities and unlock your potential.

We will continue the much-needed conversation about diversity, inclusion, and equity in the media, creative industries and beyond in the Nordics.

About Us.

The Soulfuls community was established back in 2018 by Aram Ostadian-Binai, who, after working 10+ years as an executive in media and fashion, saw the necessity to address the huge imbalance of representation of stories and talents from diverse backgrounds and female role models.

“Fashion, creative and media industries might shape culture, but they don't reflect our cultural diversity.” - Aram

From glossy fashion magazines to children books and social media to television, over 76% of the publishing and media world are predominantly white (and male). This number only goes higher when it comes to the highest positions.

As a result of this power structure, diverse talents are having a hard time getting the opportunities and visibility they need to move up the ladder. Diverse voices and stories remain unpublished and unheard - or heavily filtered through a white male gaze.

This power structure has another backlash: the impact that it has on the future of our young girls. When young people were asked to name a female entrepreneurial role model, only 2% said they were able to. In some countries, this number was as low as 1%.

“Female role models are key to driving change in their industries and empowering girls to think bigger and aim higher. It’s hard to imagine it if you can’t see it.” - Aram

The Soulfuls is here to change this narrative for all girls.
They need to feel seen, heard and included.
We need better representation of female role models and talents from all backgrounds to smash through glass ceilings.