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Devinder Bains


Content Manager

Country: United Kingdom


Devinder Bains is a journalist, columnist and editor with over 20-years of experience working across print and digital media for publications including British Vogue, Vogue Arabia, Stylist, The Telegraph, Wired, Grazia and The Sun – as well as a number of boutique and independent titles. She has most recently worked in full-time freelance positions as Acting Deputy Editor of Harper’s Bazaar Arabia, which involved working on the launch issues of Harper’s Bazaar Saudi, and in content creation, ideation and social media positions for adidas Originals and Google. 


Devinder has written editorial, social media, advertising, PR and SEO content for publications and agencies across the UK, U.S and Middle East and has also worked as a brand and trends consultant in the areas of health and fitness, fashion, music and culture, and hosted wellbeing, motivational and leadership workshops. 



Devinder specialises in female empowerment and body positivity, having written features and spearheaded campaigns in her role as Features Director at both Look and Fabulous magazines, and following her move to Dubai in 2014 as launch editor of Stylist magazine, in a region where the word ‘feminism’ was still taboo. Devinder tackled issues such as female equality and the gender pay gap in her role at Stylist Arabia, and her final cover for the magazine carried the lone word ‘Feminist’ – the first time the word was used on a magazine cover in the region. Stylist Arabia helped pave the way for many other publications in the Middle East to start a dialogue about female empowerment. 


Devinder is also a qualified LEVEL 3 personal trainer, Precision Nutrition (PN1) nutrition coach and co-founded wellness and fitness enterprise Fit Squad DXB in Dubai in 2017, she helped grow the business into the Emirate’s leading personal training company before successfully selling it in 2020. She has also worked as a health and fitness columnist for Arab News. 



In her spare time, Devinder still works as a personal trainer and is a keen runner who has raced in a number of marathons and ultramarathons including the Marathon Des Sables, known as the toughest footrace on earth, covering 156 miles across the dunes and jebels of the Sahara Desert. She is an animal lover who works with a number of cat and dog charities as a fosterer and fundraiser. 


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