Who are we?

Agency 22 was founded by Holly Williams-Lloyd who works closely with a small handful of prominent GCC women and some of the world’s top tastemakers to create a union of minds and bring a powerful group of influential, proven entrepreneurs and talents to your business.

With its roots in the Middle East, Agency 22 is a luxury, individually-tailored consultancy like no other. With over three decades of luxury fashion experience, an impressive list of contacts, and a unique strategic and creative approach – our ultimate passion is working with brands, businesses and individuals to achieve their objectives.

Agency 22 offers a range of consultancy services including creative communications and strategy, events, celebrities and influencers, sales, public relations, branding and more.


Holly Williams-Lloyd (née Williams) – Founder

Based in Dubai, Holly has successfully carved out a reputation for her pioneering communication skills, creative strategies and unrivaled delivery. The driving force behind a series of high profile luxury projects in the region, Holly is a part of a group of fashion creatives that arguably shaped the industry in the UAE over the past ten years. She’s worked in top management roles in some of the GCC’s best companies’ PR and marketing departments including PRCo, Boutique 1, Symphony and most recently launched Buro 24/7 in the Middle East: acting as the digital platform’s editor-in-chief from its inception until passing the reigns onto a Dubai-based publisher following two successful years at the role. Her mix of creative communications consultancy and editorial work experience means that Holly has the unique position to see the whole picture, using a simultaneously strategic and creative approach to every undertaking. Her contact database includes the world’s top editors, brands, and entrepreneurs. She has also spent a decade fostering relationships with high-spend GCC individuals, regional influencers, brands and celebrities.

Sheikha Fatma and Noor Al-Thani – Consultants

Based between Doha and London, Fatma and Noor Al-Thani are prominent Qatari nationals and the founders of Haute Muse – the first truly Arabic luxury fashion publication in the GCC. The ladies have worked with some of the best brands and figures in the fashion industry including Harrods, Matches London, Mary Katrantzou, Jonathan Saunders, Roksanda Ilincic, Holly Fulton, Corto Moltedo, Olivia Palermo, Kim Kardashian-West and more. Their connections include distinguished GCC nationals, royals and brands, alongside some of the world’s leading celebrities, photographers, agencies, suppliers and retailers.

Fatma and Noor’s inherent position within Middle Eastern society lends Agency 22 an authentic, genuine understanding of the requirements, preferences and interests of elite consumers within the region – along with the level of respect that warrants.


Interested in exploring a partnership? Drop us a line at holly@22.agency