May 2013 // Free Copy
Featured Brands
Azza Fahmy Boho Sharky Nada Akram Ultimate Fashion Wear Zaam
Editorial
Deana Shaaban Hebz Boutique Nana’s Closet Yasmine
Founder & Editor Abdallah Osama Rushdi Fashion Editor at Large Kegham Djeghalian Layout & Design Tycho www.tychbranding.com Fashion Editors Farrah Aboulazzm Ghadir Al Agabany Contributors Sara Rushdi Cover & Editorial Credits Art Direction & Styling Kegham Djeghalian Photography May El Hossamy Make-Up & Hair Zeinab Khashab Model Karina Editing Mido Barsoum Special Thanks to Grasia & Norair Deuvletian of Voskedar Press Contact Us cairofashionreport@gmail. com Don’t Forget to Check Out our Onlinecairofashionreport. Portals blogspot.com facebook.com/CairoFashionReport @cairofashionrep pinterest.com/cfrpintrest/
Dear Readers Some 5 months ago Abdallah interviewed me for his debut issue and I was answering his questions on a rainy yet beautiful morning in the South of France. One of his questions entailed my vision for the future of the fashion industry in Egypt. I answered, literally quoting myself, “I am very optimistic…now more than ever despite the ‘temporary’ political reality of Egypt…” It was an optimism based on vision and aspiration. I come to Cairo to teach a workshop addressing the matrix of contemporary fashion in general and contemporary fashion styling in specific. And in the process I find this vision and aspiration an actual current reality that is about to burst through the readiness, refinement and devotion of my students. Abdallah offered me the position of CFR’s fashion editor’s at large and I take it at once, as this publication is the first initiative of its kind that is from the Egyptian fashion core to its amateur and professional counterparts. Abdallah and I just embarked on a mission to re-tune and re-tailor the identity and the format of this hands on publication to better serve the audience as a visual and textual platform to report on and feed into the Egyptian fashion scene. You shall witness our initial efforts in this very issue and much more to follow in June’s issue. We can only hope to return, in retrospect, to the glory that Cairo once had as a fashion capital in the 40s and 50s.
Kegham Djeghalian Fashion Editor at Large
Fashion Reincarnated: Recycling Identities & Memories On Monday April 29th “a live art act” took place at Darb 1718 which is bound to generate a fashion buzz. From a multidisciplinary arts perspective using an assemblage of different mediums and materials, the artists and designers reflect on fashion design and visual arts in light of the recycling process - from the pattern and the finished good, to fashion “leftovers” and the reincarnation of styles and materials. Different garments, objects and installations were used to express and question identity, androgyny, consumerism and waste. Experimenting with forms and focusing on the stories, memories and history connected to the items, each one-of-a-kind piece celebrates and commemorates the life events, relationships and passions of those who made it, wore it, or tore it apart. In the spirit of reincarnation, the artistic works presented seek to evoke their own storytelling. As the night progressed, the acclaimed jazz fusion musician Ahmed Rabie gave an amazing performance. The event was hosted by Darb 1718 and the Swedish embassy. The curator of the exhibition, Karina Shalaby, presented the theme of the exhibition and introduced the artists and other significant figures to the audience. Additional works are contributed by the contemporary artists Sophia Ahmed, May El Hossamy, Mounaz AbdelRaouf, Karina Shalaby and Kegham Djeghalian.
Ultimate Fashion Wear SS13 Collection Available at Virgin Megastores “Ultimate Fashion Wear” has launched the S/S’13 collection. Includes new designs of their famous cool graphic t-shirts, special designs for kids, and a brand new line of bags for her “Tote canvas bags” ideal for summer and daily use. All are 100% cotton and proudly made in Egypt with the highest quality standards. UFW has launched in “Virgin Megastore” all over Egypt (City Stars)(Mall of Arabia) and soon in 2013 at (Cairo Festival City). You can find a wide collection of graphic t-shirts and summer tote canvas bags and all UFW products at the “RED BOX” Section in all Virgin Megastore branches all over Egypt. Available @: Jumia.com Souq.com Nefsak.com Virgin Megastores facebook.com/fashionwear
Fashion & Design Center, Berlin Project Launch Spring 2013, Fashion & Design Center has announced the launch of its immense Berlin project aiming to promoting, supporting and educating young emerging fashion designers and training of trainers by exhibiting and showcasing their creative innovative Winter’13 collections in the Cairo Fashion Art booth at the Import Shop Berlin Exhibition in Germany November 2013. The project will be preparing and training the participants by holding a series of specialized workshops and intense focused consultancies within a 6 months duration for the young upcoming fashion designers of the Burgo Institute & Helwan University. “Young Fashion Designers for Egypt” is initiated by Global Projects Partners, Berlin and co financed by The Federal Ministry of Economic Cooperation & Development (BMZ) thru segna gGmbH.
Nada Akram SS13 Collection The aesthetic of the T-shirt as a blank canvas to articulate nostalgia has existed for a few decades in the international fashion scene. Only in the last decade or so has it hit the Cairo sphere with Lara Baladi’s “bimbo” and “Shay El 3arousa” prints, and now in 2013 progressing into Nada Akrams sketchy cartoonish take on the local commodity and Pop Icons, the likes of “Bougy we Tamtam” and “Mazenjer;” a general take on Lanvin’s slapstick yet impeccably elegant T’s. facebook.com/Nadaakramdesigns
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Boho Sharky SS13 Collection Bohemian with oriental vibe, that’s the trademark for Boho Sharky. Each season however the collection evolves and inspiration is drawn from a different oriental source while maintaining the Bohemian spirit! This Summer Boho Sharky is all about Arabesque. The oriental patterns were drawn from old buildings, Mosques, tiles & rugs and then injected to the collection with an innovative touch, Taking an Arabesque approach to motifs like the Skull, Peace Sign & key, while combining the hand of Fatima & Evil eye with the Arabesque motifs resulted in outstanding designs. facebook.com/BOHOSHARKY
Zaam SS13 Collection ZAAM is an Egyptian designer who designs handbags and clutches with novel designs, original patterns and quality materials with attention to details all with affordable prices. NOW you can be chique without paying a fortune. And because ZAAM believes that every girl is unique he came up with widely varied collection of handbags and clutches which will reflect your elegance and uniqueness. The latest collection from Zaam offers something new to the Egyptian consumer. A beautiful collection with a vintage feel to it. A variety of floral prints as well as incorporating pearls and fringe in some of the pieces. Available @: enigmashopping.com facebook.com/pages/ZAAM/414242088614938
Azza Fahmy SS13 Fashion Line Azza Fahmy Jewellery launches its new Fashion Collection Designed by Amina Ghali, the collection is a metamorphosis of the decadence and design simplicity of Art Deco and, the intricate crafting of the ancient Egyptian 18th dynasty era. Perfectly in tune with the season’s floral trend, Amina (daughter and design partner of Azza Fahmy) brings together Egypt’s historic and popular Pharaonic Lotus Flower as an abstract motif,with geometric elements and forms to produce a technically mastered collection with chic stylistic simplicity. In sandblasted matt metal finishes, punctuated with a mix of diamonds and semi-precious stones ‘Bloom’ features a selection of hand-crafted sophisticated necklaces, glamorous earrings, cuffs, bracelets, rings, and unique statement shoulder piece - all finely tailored for individuals seeking that out-of-the-ordinary item. As is usual with Azza Fahmy Jewellery, heritage is reinvented with uniquely interpreted stylish pieces that narrate a unique journey encompassing more than 7,000 years of history. http://www.azzafahmy.com/
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ASK
G
for fashion advice, shopping dilemmas, seasonal trends & styling tips & tricks. Send to ghadir@alagabany.com.
I’m 23 years old and just graduated from college. Straight after graduation, I got a job as an HR coordinator in a multinational and I suddenly started dressing up like a real professional. I like this look, but my friends thought that I’m beginning to look like a nerd and that I’m losing my casual young look. What should I do? …….. Amany Looking professionally formal is a necessity at the business arena. Nothing wrong with that. However looking like a nerd as your friends implied isn’t necessary at all. Don’t exaggerate when you’re going to work. Keep your young fresh spirit showing within the professional wear you’re in. Business attire should not make you look older nor nerdier. It should just represent your seriousness in business and your professional attitude towards your job. To balance this, you could try wearing flats or kitten heels instead of very high heels, colored suits instead of the basic black, grey and navy, chic tee tops under suits instead of formal shirts, printed dresses instead of plain solid sleek ones for example. Also, when out of the office, go back to your young casual look to mingle with ol’ friends as before, putting work out of your mind and chillaxing
I’m a professor of architecture engineering at one of the big public universities in Egypt. Ofcourse, the staff there dresses up in a certain way that I don’t follow nor appreciate. I’m not really young, but always liked to dress fashionably young, even when I’m teaching at university. Students don’t seem to mind how I dress, but my fellow colleagues and university management always had a problematic issue towards this. Am I right not to care or should I abide to agreed upon culture rules? …….. Dr. Shehab
Dear Dr Shehab, kindly note that professors in international universities here and there dress up as they wish specially during their lectures. This young, casual image comforts young students and smoothes and strengthens student/teacher relationship. The uptight formal appear of the Egyptian professor is an old governmental look that is still attached to certain historical traditions that refuse to be updated with time. Being a respectful decent professor who dresses up casually, fashionably and young will not affect your personal morals or ethics in any means. You could keep the professional suit wear for formal occasions or events at university. Otherwise your daily routine should be in your most comfortable look that you and your students feel good about. You’re an architect, a creative artist; no wonder fashion is one of your passions. Feel free to represent yourself as you wish
Summer colors are confusing me, I see all colors all over and people are saying different colors are in. Who shall I listen to?? ……. Abeer
Usually most people wear what they feel like wearing or what looks best on them. However, if you’re a fashion follower and like to be always updated with the trends of the season, then you should check out the main trendsetter stores in Egypt to save time and effort. If you visit stores as H&M, Mango, Zara, Tommy Hilfiger, Stradivarius, Lacoste, Suite Blanco, etc, you’ll immediately spot the tones and hues of the season. If you’re a fashion leader and extremely fashion oriented, then you should search and follow trends before they even hit the stores. This could be found by surfing the net and following up on designers’ shows and news. Colors for Spring Summer 2013 are Red, Monaco Blue, Lilac, Emerald Green, Mint, Mandareen, Zesty Lemon, Black & White, Gold & Silver. CFR 5
Day
Mango Animal Print Blazer EGP 799
Police Sunglasses EGP 750
Karolina Kurkova H&M Black Top EGP 49
Zara Trouser EGP 399
Louli’s Beaded Chain Black Bag EGP 690
Zara Sneakers EGP 799
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Night
H&M Top EGP 79
Retro Chic Chocker Necklace EGP 280
Jessica Biel
Mango nude Straight cut skirt EGP 299
Zara LACQUERED PLATFORM SANDAL EGP 499
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Sonia, Ou Est Tu...? An Homage to Rykiel’s Parisan Aesthetics
Neckpiece by Nana’s Closet
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Dress by Yasmine, Rings, Necklace & Bag from Hebz Boutique,Scarf Moschino Vintage.
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Dress by Nana’s Closet, Earring worn as Broche & Ring from Hebz Boutique, Vintage Lace Perfetto & Vintage Fur Band.
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Dress by Nesma Helmy Couture, Top by Yasmine, Lace Skirt worn as Cape by Nana’s Closet, Ring, Bracelet, Earrings & Clutch from Hebz Boutique
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Dress by Deana Shaaban, Jacket by Yasmine, Headpiece by Nana’s Closet, Ring, Braclet & Earring from Hebz Boutique.
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Dress, Necklace & Belt by Nana’s Closet, Bag & Braclet from Hebz Boutique.
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Neckpiece by Nana’s Closet
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Available in up to 26 locations: 10 Beauty Playground AgroDolce Store Boho Gallery Hop & Shop Italian Fashion Academy La Coupe (All Branches) MAR1 Mohamed El Sagheer (All Branches) Pace e Luce (All Branches) The Fashion Studio The Sahara Collection Weeka Anteeka (All Branches) Don’t forget to check out our online portals cairofashionreport.blogspot.com facebook.com/CairoFashionReport @cairofashionrep pinterest.com/cfrpintrest/ CFR 15