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EGYPTIAN RENAISSANCE
FOUNDER & EDITOR
Abdallah O. Rushdi LAYOUT & DESIGN
Blow! Creative Agency CONTRIBUTORS
Sara Rushdi
COVER & EDITORIAL CREDITS ART DIRECTION & STYLING
Bosaina II PHOTOGRAPHY & EDITING
Batool Al Daawi MODEL
Lina Alghamdi MAKE UP
Soha Khoury HAIR
Rafy @ Mohamed El Sagheer Conact Us: cairofashionreport@gmail.com
Dear Reader I would like to start by saying that this is not a political article. We will not be discussing in this publication anything outside the scope of FASHION. But as I sit here on the precipice of completing the first issue ever of Cairo Fashion Report, I feel I must make an exception if only to introduce this journey that I am about to embark on and would like to invite you all to join me for as long as we are allowed to do so. Consider this to be the first and only letter from the editor to you the reader. As the name of this publication implies we are talking about Cairo, our beloved city and capital to our nation. I would personally feel like a hypocrite if I didn’t acknowledge, at least once, the fact that this beautiful city is going through turbulent times and events are transpiring on a daily basis that are changing our lives for better or for worse. Some people are sure of where they stand and what they are going to do while others might be confused and afraid of what might happen. Amidst all of this I choose to be hopeful. I have observed many of these changes in the past two years, some made me laugh, while others made me cry, but most importantly I felt something and still do towards my country and my city, a sensation I have not felt before January 2011. One of the changes that I have observed and have taken great pleasure in doing so over the past two years is what I can only describe as the renaissance of the arts in Egypt, and especially noticeable in Cairo. The underground music scene, the fine arts, the performing arts, visual arts, stand up comedy, writing, photography and, my favorite one of them all, the FASHION scene. The revolution with all the good and bad that has come since has sparked not only the creativity within individuals but the uncontrollable desire to express that creativity and share it with others. So here we are at one of the many crossroads we will meet. I choose to be hopeful and want to dedicate my time and effort to celebrate this Egyptian Renaissance. So let me say we are not here to sway opinions or speculate on things to come but instead we choose to celebrate and challenge the ever-growing FASHION scene in Cairo and if we can offer some form of entertainment along the way then we have accomplished our goals. I personally would like to invite you to join me on this journey.
Don’t forget to check us out on facebook.com/CairoFashionReport @cairofashionrep
Abdallah O. Rushdi
The Cairo Fashion Reporter
pinterest.com/ cfrpinterest
Special Thanks:
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Ali Atef, Arpy Kazazian, Asdghig Yeranossian, Asma El Husseini, Batool Al Daawi, Bosaina II, Daniella Hayek, Deana Shaaban, Dina Kafafi, Farida Barsoum, Fouad Hayek, Hisham Al Ansary, Iman Atef, Kegham Djeghalian, Laila Rushdi, Marwa Al Kahky, Mohamed Fakhry, Mido Barsoum, Osama Rushdi, Ramy Hassan, Salma Rushdi, Sara Rushdi, Sarah Hassan, Shaima Ghafour.
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NEWS IFA// MOVES TO A NEW CAMPUS
ULTIMATE FASHION WEAR// ANNUAL CLEARANCE SALE, UP TO 70%
After only two years since being founded, the Italian Fashion Academy will be moving into new premises at the beginning of the year 2013. The new campus, is much bigger in size and has a capacity of up to a 1000 students in the different shifts. IFA is also offering more areas of study such as a new jewellery design section, periodical fashion photography workshops, a new department specialised in advertisement and media as well as make up and modelling courses. Many designers making a name for themselves now have studied at IFA and we are expecting to see even more to come. Email: info@italianfashionacademy.com
SAFIR// NEW LUXURY BRAND OF FOOTWEAR SAFIR is Egypt’s first luxury brand of footwear as well as the first online footwear retailer in Egypt. An Egyptian brand through and through, all their products are proudly manufactured and designed in Egypt using components from Italy and the finest Egyptian leather. SAFIR offers a range of products from high heels, medium heels, flats & clutches. A brand worth keeping an eye on, praised for their comfortable designs and high quality products. Available at:
www.r-safir.com www.style-treasure.com Hebz Boutique
Starting January 15th and ongoing for 30 days is the annual clearance sale of ULTIMATE FASHION WEAR. So get ready to shop. There is a 25% discount on the FW12 collection and a 50% - 70% discount on all the SS12 “Graphic Colleciton” T-shirts. Available at: www.eg.jumia.com www.nefsak.com www.odezy.com www.souq.com Order by phone: 01111 225 181
WEEKA ANTEEKA// NEW HELIOPOLIS GALLERY OPEN NOW After the huge success of the Weeka Anteeka Gallery in Nasr City, Weeka Anteeka just opened another branch in Heliopolis. Known for being affordable, distinctive, handmade and 100% Egyptian, Weeka Anteeka brings you a new era of Egyptian craftsmanship. If you are looking for Egyptian creativity like never before and want to delve into unique designs, all of which bare traces of our Egyptian culture, heritage, and history then Weeka Anteeka is a must see. Heliopolis: 20, Horreya st off Nozha st. (right corridor) Nasr City: 24, Ahmed hosney st. off tayaran st. (3rd left from KFC tayaran) Working Hours: 12:30 AM - 10:30 PM / Day off: Sunday For more info call 01127927774
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NEWS
TUXEDO// NEW STORE OPENING SOON
A new mens fashion store is opening soon in Zamalek, specializing in party wear for men. Keep your eyes open for TUXEDO and tell all the boys about it, the opening will happen sometime in january 2013. The store will specialize in tuxedos for black tie events and will also have a range of festive attires and accessories for men. Party Like Animals, Dress Like Gentlemen. Address: 6 Ibn Al Nabih St. Zamalek (Behind Om Kalthoum Tower) Working Hours:: 10:00 AM - 10:00 PM
ROHANA// NEW BRAND OF YOGA WEAR & ACCESSORIES
Rohana is a new brand for clothing, accessories and everything yogis need. They also make bags made from recycled material such as banners, packaging etc. Rohana was founded in January 2012 by Hala Barakat to cater for yoga practitioners and students. Hala is a yoga teacher and Rohana was created to provide what yogis need such as yoga mat bags, yoga pants, relaxation pads.The idea developed further to include green products such as bags made out of flour packaging, banners, old yoga mats etc. Rohana now has a line of “yoga inspired� clothing, a seasonal collection every 3 months, every piece is unique and made by local women putting into each of them all their love and experience. Available at:
Zafir Store
facebook.com/pages/Rohana/322894827766185
PACE E LUCE// FASHION SHOW @ THE FAIRMONT WEDDING FESTIVAL At the 3rd Edition of the Wedding Festival held at the Fairmont Heliopolis & Towers on the 24th & 25th of November 2012, a series of wedding themed fashion shows took place. One in particular was the show for designer Sherine Hegazy in collaboration with PACE E LUCE. An array of beautiful black dresses in several different shapes & silhouettes accompanied by elaborate hair and avant garde make up, as well as a live hairstyling of one of the models on the runway, made this fashion show a spectacle to behold. Branches: Maadi: Heliopolis:
25 Damascus Street, Next to Maadi Club 40 Thawra Street, 1st Floor, Emaar Building
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NEWS
AZZA FAHMY DESIGN STUDIO// NEW DESIGN SCHOOL COMING SOON Internationally recognized leading jewellery designer, Azza Fahmy, announces the launch of the ‘Azza Fahmy Design Studio’ (AFDS) in collaboration with Alchimia School of Contemporary Design in Florence, Italy. AFDS is scheduled to open its doors in February 2013. AFDS offers students and upcoming designer entrepreneurs, of all ages and nationalities, a 3-year academic program. Courses for part time students are also offered to those who can’t commit to a full 3-year academic program. In addition to theoretical and studio work, students will also need to attend a ‘professional practices’ course which demonstrates how to set up a gallery and market/price their portfolio. Benefits of the program include students’ participation in renowned international exhibitions across Europe and an exclusive opportunity to attend specialized courses in Alchimia, in Florence, Italy. The Azza Fahmy Design Studio is located in a beautiful Old Cairo area called Fustat next to renowned culture center Darb 1718. To apply send to: applicants@azzafahmy.com
MADEINEGYPTSTORE.COM// NEW ONLINE STORE
The Made in Egypt Store specializes in providing Egyptian made products of high quality at affordable prices. With a strong belief in the promotion of local products worldwide and the power of small projects, small workshops, NGO’s, student groups and Egyptian manufacturers, Made in Egypt Store is expanding and is now online, so tell all your friends about it and make sure to check out the range of products that they carry. They deliver right to your doorstep. www.madeinegyptstore.com
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FEATURES What was your first fashion related job like? My first fashion related experience was a summer internship at the atelier of Nagada in Cairo much before I did any fashion studies. I was not doing one specific thing. I was around in the studio and helped whoever needed anything. Somehow it gave me a good overview of the process of ‘making clothes,’ about fabrics and it definitely made me realize that eventually I need to work in fashion.
What does fashion mean to you? And do you have any other passions?
INTERVIEW//
Photo by Xenia Nikolskaya
STYLIST EXTRAORDINAIRE
KEGHAM DJEGHALIAN
Graduated from AUC, majoring in visual arts and minoring in theatre with a concentration on costume design. He then studied visual culture and design at Goldsmiths College, University of London and fashion studies at Central Saint Martins and London college of Fashion. Worked with a variety of major magazines such as Oryx, Pashion, Elle, Unfair, Identity, & What Women Want. Private atelier stylist at Liberty of London and has worked with Kenzo and Lanvin.
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Fashion for me is the most intimate form of art that we can contemplate, ‘consume’ and own. As I see fashion as an art form rather than just a craft and industry. Fashion trends and novelty-for-novelty’s sake do not mean much to me. These are merely consumerist tools to keep the industry going. There is so much more to a piece of clothing than how new it is or which season it is from. Of course fashion is about evolution; evolution of norms, views and attitudes but it happens in a more contextual and gradual way than an abrupt switch in trends. Fashion and clothing are cultural artifacts; it is not just how pretty, sexy or good you look. One way of discovering and getting a feel of a new place I am in is by looking at what people are wearing in the street. It simply tells me so much about this place. Visual art is my original discipline in training, I never stopped practicing directly or indirectly and it has been my main point of departure and guide in styling. Classical music and piano playing is another passion of mine and even though I am an amateur and I don’t practice as much as I should it still brings me so much joy.
Do you have personal principles you follow when styling? I definitely have some kind of a logistical methodology I follow when I approach a styling assignment. These logistics naturally change from a shoot to another depending on the factors at play (the magazine, the photographer, the budget, the location etc…). However, when it comes to aesthetic principles, I strive not to have any rigid ones. The more I stick to an aesthetic approach in all my work in general the more it is limiting to my production and evolution. I obviously have my own take on things that is specific to my own taste; it is inevitable. But then we need to know that there is no right or wrong, no formula per se in styling. Sometimes less is more but some other times less is a total bore! The question at stake for me is whether it works for its purpose at the end or not…
What part of your job do you like best? And least? Like most stylists, I love the creative side of my job, the part where you brainstorm, research and create. I am fascinated by how a photo-shoot can turn clothes into anecdotes, stories, little fantasies. There is also this last stage of the preparation of a shoot, where everything is organized and I have all the clothes and accessories I need in my studio, and I start assembling, styling and putting looks together not worrying about anything except my own interaction with the clothes…it is pure pleasure! The most tedious part of my job is getting the clothes I want
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FEATURES for my shoots. Beside the scarcity of high fashion in Egypt, boutiques make it very difficult to borrow clothes for shoots. Luckily, there is a new generation of young designers who are more than willing to provide clothes for shoots.
Any advice for the next generation of stylists? Expose yourself to as many visuals as you can…art, architecture, film you name it. Remember that styling is not just about fashion and clothes. As stylists we don’t create clothes we create images and compositions. Draw your inspiration from anything and everything. Challenge yourself and the industry!
What 2 things in your life, 1 being something you bought and 1 being something you can’t buy that have brought you the most happiness? So many things I bought have given me a lot of happiness (that is why we should shop!!) but if I have to choose one item that I cherish very much it would definitely be my pair of Vivienne Westwood pirate boots. I simply love them…I am so attached to them. They are falling apart but I keep mending them! VW’s pirate boots existed since the 70s and they are still produced almost every season; that is what I call real timeless fashion. To answer the latter part of the question, I would have to say it is to have been surrounded by loving friends and supportive family. It has certainly brought me the most happiness in my life and no money in the world can buy that.
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What do you see for the future of the fashion industry in Egypt? I am very optimistic about the fashion industry in Egypt now more than ever despite the ‘temporary’ political reality of Egypt. There are all kinds of signs showing an emerging fashion movement that will slowly and inevitably develop into a full-fledged fashion scene/industry; new fashion schools, new young designers, more publications, more consciousness, receptivity and interest in fashion, and of course Cairo Fashion Report just released its first print issue : )
Is there anything you would like to share with our reader about your upcoming projects? Well I will continue doing what I am doing, hoping for exciting and challenging endeavors to come along. Hopefully one day I will manage to create a visual publication in Egypt that merges fashion with different disciplines but nothing concrete yet.
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EDITORIAL
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EDITORIAL COVER: Dress by YASMINE, Jacket by Shahira Lasheen. PAGE 8 TOP LEFT: Coat by Shahira Lasheen, Necklace by Alia Khafaga, Top by Nancy Naguib. TOP RIGHT: Necklace by Alia Khafaga, Top & Pants by YASMINE. BOTTOM: Top by Shahira Lasheen. PAGE 9: Shoulders by YASMINE, Top by CARO-LINE, Belt & Cuff by Nihal Basha, Skirt by Nancy Naguib.
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SHOPPING GLAM BY DAY Tafaneen Clutch Available @ Style-treasure. com Kaf Fatma
Boho Sharky Braclet Set Available @ Style-treasure. com
Boho Sharky Top Available @ Style-treasure.com
Amina K. Harem Pants Available @ Style-treasure.com Beymen
SAFIR Leather Flats Available @ r-safir.com Hebz Boutique
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SHOPPING
FUNKY BY NIGHT AGRODOLCE White Cutout Dress Available @ greaterthanfashion. com
Alia Khafaga Necklace Available @ facebook.com/ AliAKhafagaJewelry
SAFIR Clutch Available @ r-safir.com Hebz Boutique
SAFIR Open Toed High Heel Available @ r-safir.com Hebz Boutique
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SHOPPING
ITEM OF THE MONTH
NADA AKRAM DESIGNS// LEATHER JACKET WITH STUD EMBELLISHMENTS & ZIPPER DETAILING The amazing leather jacket with stud embellishments and zipper detailing from Nada Akram Designs is CFR’s pick for January’s Item Of The Month. Nada Akram Designs is an Egyptian trendy line for women, offering its customers a range of products that are designed with passion and made using high quality fabrics. Known for their signature blazers and funky T-shirts with a sense of humor, Nada Akram Designs is a brand worth watching.
Available at: Boho Gallery Or you can contact designer directly at: facebook.com/Nadaakramdesigns
Photo by Nouran Khalifa
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CLASSIFIEDS Stuck on what gifts to buy for your loved ones?
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STEP 2: Pick The Gift you want from our large selection of products and wrapping options
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winning design. Winning designs to be produced in ss13 “Graphic Collection” “Designs must be drawn and innovated by the designer, photos from the web are unaccepted”
Advertise Here CONTACT US @ cairofashionreport@gmail.com
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STEP 4: Wait comfortably at home while we deliver your order right to your doorstep
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CLASSIFIEDS
THE MONTHLY FASHION PAPER Available at these locations: 10 Beauty Playground Cocolina (All Branches) Dokan Boutique Italian Fashion Academy La Coupe (All Branches) MAR1 Pace e Luce (All Branches) The Fashion Studio The Sahara Club The Snug Weeka Anteeka (All Branches) Wel3a Cafe Like & Follow us on these channels for more updates: cairofashionreport.blogspot.com facebook.com/CairoFashionReport @cairofashionrep pinterest.com/cfrpintrest/
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