the Break Free issue

AUGUST 2017 - 15 L.E., VOLUME 12, ISSUE 11 WWW.IDENTITY-MAG.COM

SHEREEN REDA

100 THINGS

TO FIRE

the rebel undisguised

UP YOUR SUMMER

EGYPTIAN DESIGNERS WHO MADE IT

Spice up your Life

+

Love

SIGNS YOU NEED A CHANGE

the

BreakFree issue

Fight your FEARS

see page 9

LEARN TO LET GO

DuraStyle Design by Matteo Thun

Simplicity also rules in the bathroom furniture area. The trick is in the mix between open and closed areas: In this way, everything works airily and transparently. The refined 2/3 division of the wall unit is also continued with the vanity units.

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19219

A W EDDI NG FOR THE YOUNG AT HE A RT.

LIGHT UP THE PAL ACE W I T H YO U R O W N M A G I C .

Write a fresh page in the majestic history of the Gezirah Palace with a wedding for today’s modern bride and groom.

Blend timeless splendor with stylish chic in any of Salon Royal, Eugenie, Salon Vert and the grandeur of Aida Ballroom or enjoy the cheerful atmosphere and stunning views of the Nile from Almaz.

Say YES to #MarryMeAtCairoMarriott...

CAIRO MARRIOTT HOTEL & OMAR KHAY YAM CASINO 16 SARAY EL GEZIRA ST., PO BOX 33 ZAMALEK, CAIRO 11211, EGYPT. T: 00. 202.27.28.3000 CAIROMARRIOTTHOTEL.COM

IDENTITY August 2017

volume 12 issue 11

Founder & Managing Editor ROLA KAMEL Editor-in-Chief NAWAL ISMAIL General Manager AHMED HAMDY Assistant General Manager ALIA EL ABD Copy-Editor AMINA EL FAYOUMY

A

s challenging as life has lately become in Egypt, nothing beats Egyptian summers! The sea for one at least!

I roamed the world since, as long as I can remember, and have never found my haven except here. My parents loved travelling and every year, for a month, we were literally dragged somewhere new, but nothing compared to Alexandria and later Sahel.

All my life’s joyful memories were in Alex; first bike ride, first swim, first funfair, first summer love…I loved the serenity of the sea, early morning and sunset, hearing the sound of the waves crashing one by one, a still soothing rhythm until this very moment.

God blessed us with the best beaches; hope we live up to this gift. So while you are spending your summer by the beach, grab our August issue and read our exclusive interview with Shereen Reda and many more topics of interest.

Rola Kamel Identity Magazine was founded in 2005 by Rola Kamel to enhance every aspect of a woman’s life style, helping our female readers to discover and improve their own identities.

The subscription rate to Identity is 180 L.E. for one year (12 issues) by Al Ahram, Tel: 02-27703190 Distribution by AL AHRAM Website Company: QPIX SOLUTIONS Printing House: INTERNATIONAL PRINTING HOUSE (IPH) Contact us at: 26A Montazah St., Zamalek, Cairo-Egypt. Tel: 0227361187 Mobile: 0122-9401071 email: sendus@identity-mag.com www.identity-mag.com

IDENTITYMAGEG

4 August 2017

Junior Editors SHEREEN GABER MOSTAFA HESHAM Freelance Writer AMINA ELGHANDOUR Relationship Expert MARWA RAKHA Fashion Expert NAHED KAZZIHA Fashion Coordinator MOE SAMAD Junior Graphic Designer SANDY SAIED Marketing & Advertising Manager RIHAM YEHIA Digital Marketing Executive YOUSSEF ALI Social Media Executive RAGUI ELISSA Videographer AHMED SARHAN Identity Magazine Distributor ASHRAF FOUAD

Hilton Luxor Resort & Spa : Haven of Relaxation on the Banks of the Nile

The hotel also houses Upper Egypt’s only full-fledged spa, where you can re-invigorate your senses with a range of professional treatments and exclusively designed signature beauty packages.

The Nile-side treatment rooms display stunning river views, while the five in-spa private suites offer prolonged relaxation in tranquil surroundings. You can relax on a submerged lounger in the private infinity pool, unwind in one of three soothing steam baths, or take a drink while enjoying the spectacular Nile view in the spa relaxation area.

Looking for a centralized spot in the historical, beautiful city of Luxor? A place where you can enjoy the breathtaking view of the river Nile, with world-class services at your command? Hilton Luxor Resort & Spa is your answer. With an award winning culinary team and one of a kind spa, the resort is your doorway to explore the wonders of Luxor.

“Over the years, we’ve been able to maintain our position as a favorite destination to Luxor visitors,” said Michael Procher, General Manager of Hilton Luxor resort & Spa. “We’re proud to have received several local and international accolades, as a testament to our success in offering a wide range of quality services and amenities.”

Hilton Luxor Resort & Spa recently received TripAdvisor’s 2017 Travelers’ Choice Award for the eighth consecutive year. The hotel Hilton Luxor Resort & Spa houses 236 guest was also recognized on the same platform as the Middle East and Africa’s Top Hotel, Best Service provider and the region’s best rooms and suites, a Nile-view infinity pool, Luxury hotel for 2017.

eight restaurants and bars offering international, Asian and Arabic cuisines and several fully-equipped function rooms with a capacity exceeding 200 pax for weddings and conferences.

13 PO Box, New Karnak, Luxor, Egypt Tel: +201027753558 www. hiltonluxor.com Email: Reservation.Luxor@hilton.com Code: HL-4

IDENTITYcontents

SELF LOVE

6Q&A 9 Getting Over Your Fear 10 Ten Me Time Activities This Summer 11 The Big No Foods

STYLE

12 Makeup That Makes Your Skin Glow 14 Control Your Hair 16 From Runway To Your Doorstep 18 Six Top Summer Trends 20 Egyptian Designers Who Broke Free 22 Top Ten Beach Accessories 24 Crazy Swimsuits This Season

ShereenseeReda page 26

42 Eight Signs You Are a Shopoholic 44 Up-fuse Egypt Introduces Recycling Into The Fashion World 46 Hala Hegazy: Leading Radio to a New Benchmark 48 Break Free Destinations

OUT & ABOUT 50 Advertorial 56 Snaps 58 Press Releases

WHEN BOREDOM COMES IN THE WAY page 8

BEYOND LIMITS

34 Tattoos: Traditional, Tribal, Trendy 36 Six Break Free Fails 40 How to Let Go Of a Toxic Relationship

SEVEN SIGNS YOU NEED TO ESCAPE YOUR LIFE page 38

6 August 2017

Q&A Identity

From time to time, we tend to take irrational decisions and drift away from our comfort zones to break free from day to day stressful situations and never-ending obligations. These decisions help us grow as individuals and discover new things about ourselves. We went all around our office to ask the team if they want to share one of those crazy moments or wishes.

Q:

What’s the Craziest Thing You’ve Done Lately or Still Want to Do?

A’s: “I decided to try firewalking a few years back, definitely worth the nerves. Maybe later on, I could go for skydiving as well.” Sandy “I once prank called my parents as a sales person and convinced them into buying a new laptop, but what I would like to do is prank call my boss into promoting me.” Mostafa “I would love to try zip-lining one day.” Alia “I would definitely like to go bungee jumping, but it’s not about the liking part haha.” Rola “The craziest thing I’ve done would have to be buying a dog and keeping it at home. Yes, I love the puppy but I love my home as well if you know what I mean.”

Riham “I would like to one day visit a local casino and maybe shower the belly dancer with cash for fun.” Youssef “Diving with whales, again and again and again.” Moe “I would like to climb Mount Everest one day and maybe sign my name there.”

Shereen 8 August 2017

Best of Instagram

Photography: Samah Saied

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9 Types of People You Meet FEL GEISH !

Check out identity-mag.com for more!

IDENTITYMAGEG

IDENTITYadvice

WHEN BOREDOM COMES IN THE WAY

by Marwa Rakha

Dear Marwa, I have been in a committed relationship with my boyfriend for almost 7 years; we literally grew up together. For a year now, I have been very bored with our relationship and feel like I’ve lost my connection with him. I sometimes feel it’s over, but the only thing holding me back is that he recently told me that he knows I’m a bit distant and that he’s doing his best to change things and connect with me again. I know that he’s been putting a lot of effort, but something inside me is still missing. I don’t want to break his heart; I’ve literally spent a lifetime with this person. I love him, but may be not enough!

Dear Bored-in-a-Relationship, Anyone in a long-term relationship is bound to get bored; married people get bored, those who are engaged for a long time get bored, those who date for what seems like an eternity get bored. My point is: we all get bored when nothing is going on. Too much stability, comfort, and convenience, are not good for any relationship.

A relationship also hits stagnation when it does not move forward; you guys need to always be busy doing something together. Some people get busy planning their engagement, buying furniture, decorating, planning for the wedding, looking into honeymoon destinations.

Others are great at creating dreams together; saving street children, educating villagers, rescuing street animals, creating comics, ... etc.

There are also those who start a business together and those who have kids together. There are couples who plan vacations, weekend activities, and special occasions together. As long as you dream, work, plan, and grow

10 August 2017

together, then you will overcome boredom.

A friend of mine, a long time ago, was dating a man she was in love with for four years. Suddenly, she decided to end the relationship. I asked her if he did something wrong, if she no longer loved him, if there was someone else, and she responded negatively to all my questions.

She simply told me that “nothing was happening”. She got bored because they were not doing anything other than the usual wine and dine, friends, outings, movies, and the likes. Her mother thought they should get engaged to keep busy and reconnect, but she was too bored to even consider that.

You are in the beginning of the boredom phase. If you do not do anything about it, you will end up apart. I am not advising you to get engaged, I am advising you to connect on other levels as you do things together.

Think of social work, charity, community service, art, a service website, a magazine, a standup comedy, or any project that you can work on together. You need something to rekindle your need for one another.

you control all the other anxiety symptoms as well. If you purposely breathe out longer than you breathe in, your body will automatically calm down.

2. Use a different part of your brain When we become very anxious, it’s harder to think clearly. If we force ourselves to use parts of ‘the thinking brain’, this will reduce the emotional factor and begin to calm us down.

The easiest way to do this is with numbers.

You can scale your own fear from 1 to 10, 10 being the most terrified possible and 1 being the ultimate relaxed state. When you’re feeling anxious, ask yourself: “ Okay, what number on the scale am I right now? Am I a 7, or a 5?” Just doing this will lower anxiety because it kickstarts the thinking brain, diluting the emotion and automatically making you calmer.

GETTING OVER YOUR FEAR

by Mostafa Hesham

3. Control your imagination Fear and anxiety thrive when we imagine the worst. We use our imagination to be able to project the future so we can plan ahead. However, a side effect of being able to imagine possible positive futures is being able to imagine things going wrong. Uncontrolled imagination is a nesting ground for anxiety and fear that can spoil your peace.

4. Use the AWARE technique

We sometimes get spooky thoughts that seem to control our minds and keep hunting us down during our lifetime. Luckily, most of us escape those fears like pros and just know how to avoid them. From physical to emotional and even irrational fears, some of us grew up to be afraid of the dark then realized it’s okay when we’re older. This is a guide for those who still don’t think it’s okay or those who are still carrying a heavy baggage of fears which might get in the way of achieving many things on their bucket list.

Fear and anxiety can feel as if they ‘just happen to us’, but we have much more control than we realize.

AWARE is an acronym standing for: A: Accept the anxiety. Don’t try to fight it.

W: Watch the anxiety. Just watch it and when you notice it, scale your level of fear and start to breathe longer on the out-breath.

A: Stands for ‘Act normally’. Carry on talking or behaving as if nothing is different. This sends a powerful signal to your unconscious mind that its over-dramatic response 1. Breathing is the short circuit for anxiety is actually not needed because nothing unusual is going on.

I know I know, you hear a lot about ‘deep breathing’ R: Repeat the above steps in your mind if necessary. to help you relax and reduce anxiety, but bear with E: Expect the best. One of the greatest feelings in life me. Quicker, shallower breathing will kill all the other is the realization that you can control fear much more anxiety symptoms in action. By controlling breathing, than you thought possible.

August 2017 11

IDENTITYselflove

10

ME TIME ACTIVITIES THIS SUMMER

by Shereen Gaber

Sometimes you can end up alone in summer because all your friends have travelled and you didn’t feel like going, or you just want to take a day off for yourself to re-charge.

1. SPA DAY look around and choose books freely on your own.

Going to the spa alone is never a bad idea. You’ll have time to do any treatments you like for as long as you 7. TAKE COOKING LESSONS like; it’ll be the ultimate relaxation day.

Cooking is a lot of fun so even if you know how to cook, taking lessons will enhance your skills and teach 2. GO TO THE MOVIES IN THE MORNING you new ones. And if you don’t know how to cook at Theatres are usually pretty empty in the morning so all, there are lots of beginner classes on offer. You have you’ll have most of the theatre to yourself.You can now nothing to worry about. go watch that really bad movie you secretly wanted to see for so long with no shame.

8. LEARN A NEW LANGUAGE Learning any new language doesn’t have to be difficult; 3. BINGE ON A TV SHOW there are lots of easy and fun ones to learn. There’s That long to watch list on Netflix can finally be taken also an abundance of language learning apps for your care of. phone which make it easy to learn. Some of these apps actually let you practice with a native speaker; you learn 4. TRAVEL SOMEWHERE NEW FOR A DAY a new language and make a new friend at the same Try going to Alexandria or Ain El Sokhna for the day time. and visit places that you haven’t been to before. Since you’re going on your own, you’ll be able to really take in 9. GO TO AN ARCADE the views and scenery.

Nothing beats being a kid for a day. You can relive your childhood by visiting an arcade and going crazy. No 5. GO TO A FREE CONCERT need to feel any shame since you’ll be alone. Don’t El Sawy Cultural Wheel hosts a lot of free concerts, try mind the kids there and just have a good time. to attend one. They’re so cheap, they’re almost free.

10. GO SHOPPING 6. GET LOST IN A BOOKSTORE Shopping alone can be one of the most fun ways to There are lots of bookstores in Cairo and sometimes pass time. You’ll have the freedom to go visit any shops the best ones are hidden. Try going to one you haven’t you like. And you can take as much time as you need in been to before and just explore. You’ll be really able to each shop to try on new styles.

12 August 2017

THE BIG NO FOODS

by Shereen Gaber

Ah food! Most of us have a love-hate relationship with food. We love eating, but we hate what happens afterwards. We eat for comfort when we’re happy or sad, so basically any occasion is a good time to have some food! Sadly though, sometimes there are a few types of food that we have to try to consume less of. Pretty annoying yes, but we’ll try to keep the list short.

1. Instant Noodles Who doesn’t love instant noodles? They’re fast, easy to make, are super delicious and come in so many varieties! There’s Japanese, Korean and Indomie! They are high in sodium though so if you have a special day coming up, try not to have any the night before as they can make you swell up. If you really really insist, then skip the instant pack of spices that comes with them and just add some fresh veggies and spices of your own.

4. Instant Jelly These have no nutritional value whatsoever; they’re loaded with sugar, food colouring and artificial flavouring. There’s just nothing good about it.

Surprisingly, some parents still feed it to their children!

5. Microwave Popcorn We had to bring up popcorn sooner or later. There’s nothing wrong with popcorn itself, but the problem 2. Canned Tomatoes The problem here is that cans are lined with really lies in the packaging. The bags are often lined with a harmful materials, mainly Bisphenol A (BPA) which chemical called perfluorooctane sulfonic acid, which has we always tend to avoid when buying Tupperware been proven to affect fertility and kidney function in especially for babies. The best thing is to buy tomatoes some animal and human studies, as well as increase the risk of cancer. Just make popcorn the old fashion way in glass containers. and you’re good!

3. Margarine This stuff is just HORRIBLE for our health. It’s basically 6. American Cheese the worst kind of fat you can consume. It affects This has been getting pretty popular in Egypt. They’re your brain function, lowers your good cholesterol the ready cheese slices we see at the supermarket. It’s and increase your risk of heart disease. Seriously, this so processed that people say it’s not even considered is one food item you can totally eliminate from your cheese! Yikes! No, thanks! They’re full of sodium and life because there are much healthier and tastier emulsifiers which are pretty bad for us. We’d rather just buy regular cheese. alternatives like ghee and coconut oil.

August 2017 13

IDENTITYbeauty

Lush Feeling Younger Skin Tint

By Terry Lipstick These lip sticks mainly consist of ingredients to treat your lips. The lip treatments fill and plump up the wrinkles and lines in your lips for a more youthful pout while also intensely hydrating them.

This is a skin brightening tint; it reflects light and gives a beautiful glow. You can mix it with your moisturizer, foundation or use it on its own as a highlighter.

Makeup

THAT MAKES YOUR SKIN

Glow

by Shereen Gaber

A lot of girls adore makeup but are weary of using too much of it. Makeup can clog pores, and sometimes we can be allergic to some of the ingredients used in the products. Makeup and skin care combined into one product would be the optimum solution. Luckily for you, we found a few items that will make you feel and look beautiful without messing with your skin!

Josie Maran Infinity Lip Cheek Creamy Oil

14 August 2017

The Argan oil in this product will moisturize your skin, giving you a beautiful colour as well. Best of all, it’s 97% natural and free of petroleum, parabens, and sulfates.

Sisley Tinted Moisturizer This moisturizer has a very natural looking coverage and is packed with a lot of moisture. It has vegetable glycerin and mallow extract to infuse hydration into skin and sunflower oil to keep it soft and supple all day long.

Troiareuke Cushions

It Cosmetics CC+ Cream

Cushions are convenient for on the go touch ups and usually have light formulas so they don’t feel cakey on the skin. Troiareuke is a South Korean brand and their A+ and H+ cushions are basically 99% skincare with 1% pigment.

Even if you fall asleep with this on, it won’t break you out.

Missha Perfect Cover BB Cream Another South Korean brand, Missha’s BB cream has been one of the best selling BB creams in recent years and for a good reason.

It has amazing coverage and lots of anti-aging benefits and UV protection.

This product has all the ingredients that skin loves, like vitamins A, B, C and E، algae and hyaluronic acid. Plus it has buildable coverage.

Urban Decay Primer Potion One of the best eye shadow primers available. They have 4 different versions with one of them having anti-aging properties, which is always needed around the eye area. The primer can also be used alone to make you look awake.

Lush Magical Moringa This product is an oil moisturizer in solid form.

It feels thick but dissolves between your fingers leaving your skin velvety smooth. Best thing about this product that it doubles as a makeup primer!

Clinique Foundations Clinique has been a renowned skincare brand for many years. All their make-up products are allergy tested and manufactured using the gentlest ingredients, which makes them perfect for those with sensitive skin.

Peri Pera Cushion Blush This is a moisturizer and blush in one. The packaging is super cute and convenient to carry around in your purse.

August 2017 15

IDENTITYbeauty

CONTROL YOUR HAIR

by Shereen Gaber

Admit it, one of the reasons girls have a love-hate relationship with summer is because they have no idea what to do with their hair. Too dry or too frizzy, remember Monica from Friends? Yeah, it’s a problem. But don’t worry, we have you covered! Here are a few tips and products to help you keep your hair in top shape and looking gorgeous all summer long!

1

BOBBY PINS ARE YOUR BEST FRIENDS Bobby pins are now considered accessories and not something that you need to hide. If your hair won’t stay in place, get a few bobby pins, spray them with hair spray and pin away. It looks cute and your hair won’t budge for the rest of the day!

16 August 2017

2

AVOID HEAT Summer is already hot as it is, especially in Egypt, so there’s no need to add the extra heat. Avoid straighteners and curling wands.

3

DEEP CONDITION FREQUENTLY

Remember that deep conditioning your hair is super important especially in summer since it’ll need the extra moisture. Be sure to do this at least twice a month to keep your hair soft.

4

5

OGX’S ARGAN OIL CURLING PERFECTION

REVLON UNIQ ONE

This cream is amazing for helping to keep curly or wavy hair under control. It limits frizz and defines curls. Just use it on wet hair after you shower. Plus, it smells amazing!

This is a 10 in 1 product! It’s famous for its out of this world detangling capabilities! No more annoying knots. Use it on wet hair and see how your brush just slips though your hair like butter!

Perfect product to use all summer!

LUSH R&B MOISTURIZER

6

This is one amazing product if you know how to use it. Even though it’s a leave in conditioner, some people use it as a mask as well. It locks in moisture and helps define curls too. Do we need anything more?

7

PURE JOJOBA OIL Pure oils do wonder for hair; they keep it nourished and help repair damaged hair.

Jojoba oil is suitable for all hair types!

MINIMIZE POOL AND SEA DAMAGE You can either tie your hair up in a bun so it won’t get soaked with water or saturate your hair with your favourite oil or serum then wet it in the shower before jumping into the pool or sea.

8 August 2017 17

IDENTITYstyle

FROM RUNWAY...

TO YOUR DOORSTEP

by Nahed Kazziha

Have you ever wondered how to convert show-stopping runway ensembles to everyday wear? It is no wonder that the spirit of ready-to-wear can be lost in the extravagant sets used to showcase designer runway collections. Stepping outside the confines of humdrum fashion week locales, cruise collection shows take place in the most exotic locations, more akin to a Broadway production than a fashion show.

Chanel Grecian Goddesses Karl Lagerfeld did not disappoint Paris.

Transporting nothing short of the Parthenon to the set, his Antigone inspired set heralded an ethereal and dreamlike lineup of models seemingly walking on air. Gladiator sandals were elevated as delicate gold straps wove their way around thigh skimming hemlines.

Transport the light texture and majestic headpieces to the beach and allow your cover-up to billow in the seaside wind.

Dior Boho Cowgirls

18 August 2017

The show took place in the mountains of Santa Monica, California. The makeshift runway, which was flanked by tents, crowded with hot air balloons and bearing the “Sauvage� trademark, conjured images of old Hollywood Western films.

Channeling the Wild West can be as easy as donning the perfect straw or suede hat- but mixing it up with some bohochic pieces is sure to add just the right dose of femininity.

Louis Vuitton Fancy Casuals Taking cues from Japan’s history and pop culture alike is nothing new for LV’s Nicholas Ghesquiere. Nestled in the hills on the outskirts of Kyoto, the stark and modern Miho Museum provided the ideal frame to present the modern Samurai and Kabuki infused collection. The secret to the looks was the masterful juxtaposition of rebellious casual wear and intricate glamour. You can emulate this spirit of this collection by dressing down luxe evening wear with simple jeans and a tee.

Gucci Heavy Metals Nothing less than the opulent Palazzo Pitti of Florence would do for Alessandro Michele’s brand of kitsch couture. Bringing Gucci back to its hometown glory, the show was every bit as grandiose abound with Renaissance style in every corner as it was staged across 7 rooms!

In keeping with the nerd meets soaring socialite looks we have come to revere from Gucci, try to pair lamépants with a casual shirt and horn-rimmed spectacles.

August 2017 19

IDENTITYstyle

6 Top

Summer Trends

by Mostafa Hesham

Summer has always been the season of fashion and unconventional prints. This season is all about cuts and chaotic prints. Stripes, florals and cut off sleeves come on top of the list. In case you’re wondering, we’ve wrapped up all top 6 trends for the season!

FLORAL PRINTS A print always gives that summer vibe no matter what!

It works well with dresses, swimwear and even shoes! We trust Balenciaga’s opinion on this one!

Golden Goose Deluxe Brand

20 August 2017

Zara

STRIPES IN EVERYTHING Ripped from beach umbrellas and weathered lounge chair, this season’s major stripe trends fit right in for summer and for basically everything.

Stripes looked striking on the Fendi runway!

Philosophy Di Lorenzo Serafini

SINGLE SHOULDER CUT OUTS The weather is getting hotter, and it’s about time to flash those shoulders and create a bigger impact. Pull off this look with the perfect tan and you’re good to go! Monse definitely made a good call to trend these on the runway this summer!

RUFFLES A well-placed ruffle can do the job of a statement accessory, or a good handbag. Whether you opt for a bold rufflefront dress worn with jeans or a delicately layered feminine dress, there’s a ruffled look for everyone. From Brandon Maxwell runway to your own closet!

Peter Pilotto

H&M

COVER UPS! Yes, they’re back. We know you want that comfy feeling on the beach, and we’re giving you just that through the eyes of Maxmara.

Get that perfect swimsuit ready to match the cover up!

WAIST CINCHER BELT If you’ve gained some extra pounds this Ramadan, waist clinchers are here to save the day and still keep you looking stylish. Thank you Isabel Marant for that trend in need!

Miss Selfridge

August 2017 21

IDENTITYstyle

EGYPTIAN DESIGNERS WHO

by Shereen Gaber

Brokeee Fr

Egyptian designers are now on the rise with new talent blooming in every direction. They work hard to achieve the highest levels of success and a lot of them did. They go on to create breathtaking and unique products. Here are a few of our favourites!

Amina K With unique pattern and designs, Amina k has really made a name for herself. Braided clothing seems to be her specialty which gives her designs a very casual yet fancy look.

Okhtein We now know who they are. The two sisters, Aya and Mounaz, devoted themselves to creating beautiful bags with a touch of Egyptian artistry.

Amr Saad With designs that are out of this world, it’s no wonder that even celebrities are now sporting Saad’s sunglasses.

22 August 2017

Temraza

With two fashion awards under her belt, it’s no surprise why Temraza is now a big name in the fashion world. Temraza has both local and international clients.

Jude Binhalim

This jewelry brand is known for its unique take on oriental designs which combine both modern and traditional geometric designs inspired by architecture.

IDENTITY NEW TALENTS

Misura Designs

Whether you want shoes for your big day or need a pair for a special occasion, misura has you covered!

Everything is custom made so the sky is your limit!

Samar Saied

Samar’s designs are girly and fun. What makes her designs so special is that she hand paints the designs on her garments making every piece truly unique!

August 2017 23

IDENTITYstyle

1

CROSS BODY BAG Keep only your essentials with you in a little convenient cross body bag. It’s small yet trendy for the beach.

3

CULT GAIA The golden arched basket is this season’s Holy Grail of summer bags. Let it accompany you to sandy beaches or sultry nights.

2 Skinny Dip London

Roxanne Assoulin

ROXANNE ASSOULIN These choker and bracelet stackables are the perfect cross between Rainbow Bright meets 90s Egyptian goddess.

Top 10 Beach Accessories

by Nahed Kazziha

Summer is in full swing and it’s time to flaunt your beach swag. You’ve got the perfect swim gear, but you still need that little extra statement piece. Check out the top 10 accessories we deem beachworthy that you did not even know you needed!

4

Marc Jacobs

24 August 2017

PLASTIC SLIDES Floral appliqued or logos, no matter. The slipper style will take 10 years off your look and transport you back to the early noughties.

Cult Gaia

6

5

FLORAL HEADBAND Get in touch with your boho side with this floral headband.

Whether it’s for the beach or a music festival, you can guarantee you’ll look amazing!

Gucci

7

STATEMENT EARRINGS Once you have exhausted your mismatched and dream-catcher options, opt for these colourful earrings from Baublebar.

Jimmy Choo

EMBELLISHED SHADES These shades are a 2 in 1 deal! Embellished shades will give you that extra oomph for your outfit.

You’ll have a cool pair of shades and some bling!

8

TOWEL Complete your beach essentials with a colourful and very beach-y towel! We love this mermaid themed towel that’s just perfect for a day at the beach.

Baublebar

Primark

BEACH BAG Lugging your sun care products, book, music and snacks to the beach? Grab a colourful straw carry all and channel your inner Hawaiian Hula dancer.

Kayu

9

ANCIENT GREEK Join the ranks of high rollers like the winged victory goddess while looking pretty in pink in these revamped cult classic sandals.

10

Ancient Greek

August 2017 25

Fe nd i

D ol c G ab e & ba na

& ol ce D

D ol c G ab e & ba na

Ga b

ba

na

IDENTITYstyle

Crazy Swimsuits This Season!

Karla Colletto

by Moe Samad

Suit up this season in cut-out one-pieces

by South Beach or embellished styles from Jaded London. Throw it back to the 80s in high-leg swimsuits designed to make a splash, and don’t forget to get crazy by the beach looking FAB!

Mara Hoff

man

Emma Pake

Mara Hoffman

26 August 2017

Kiini

M an fm

of

aH ar

M ch

os in o

N Ka orm m a ali

So an d

rip

St

lid

ed

Adriana

Emma Pake

Degreas

Emilio Pucci

Stella McCartney

Mara Hoffman

Mara Hoffman

ke

Emma Pa

Solid and Striped

August 2017 27

IDENTITYrebels

Shereen

Reda

the rebel undisguised A name that has captivated everyone recently with her role in the hit Ramadan series, La Totf2 El Shams, the ever so beautiful Shereen Reda is originally a member of one of Egypt’s most renowned artistic families with unparalleled heritage during the golden age of cinema, theatre and entertainment. Her rebellious character and daring eyes were the cherry on the top for Identity’s September ‘Break Free’ theme. Shereen sets the perfect example of self-challenge and self-confidence with an acting portfolio that has witnessed a huge shift from her usual typecast roles of the classy woman. She now portrays characters that reflect a deeper personal and artistic maturity, something she is keen on maintaining in all her future projects. She believes a mix of experimental and diverse roles would help discover her hidden potential as an actress.

Here’s what you didn’t know about our gorgeous star!

Interview by Mostafa Hesham

Photographer: LOBNA DERBALA Retoucher: MOHAMED DAKHLY Stylist: AHMED SOROUR Make-up Artist: DONIA SEDKY Hair Stylist: RAFI TOMA FROM ALSAGHEER Location: FRENCH CONSULATE, DOWNTOWN CAIRO

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Top, Shirt: Kojak Studio

IDENTITYrebels WHO IS SHEREEN REDA AS A PERSON? I’m a very natural person and a very busy one right now in fact. When I used to have free time, I used to paint. I also like to read. I find myself a very ill tempered and a crazy person in most of my decisions.

Most importantly, I like to laugh and have a good time!

HOW HAS YOUR CHILDHOOD IN THE SHOW BUSINESS IMPACTED YOUR CAREER? Growing up with my parents, I fell in love with the show business atmosphere. My background made me a part of this world whether I liked it or not. It’s not so strange to wish to be a part of such an impactful and interesting career!

HAVING STUDIED FASHION DESIGN, HOW DID THAT FIT IN YOUR CAREER AND WHY HAVEN’T YOU PURSUED THAT DIRECTION? I have always loved clothes and sketching. I’m still passionate about them, but back then the resources in Egypt were not helping me put my vision into work in terms of patron and designs.

IF YOU WERE NOT AN ACTRESS, WHAT DO YOU THINK YOU WOULD HAVE BEEN? A doctor, a surgeon in specific. I don’t really know why, but I always get that inner feeling I could have pulled it off!

YOU ONCE SAID THAT FAME IS NOT SOMETHING IMPORTANT TO YOU, CAN YOU ELABORATE MORE? Yes, it is not why I do what I do. I do this because I enjoy this career, and specifically featuring characters in roles that have nothing to do with me in reality.

This gives me a time out of my own life and a hint of freedom that I don’t really get as a celebrity!

WHEN YOU CHOOSE A ROLE, HOW DO YOU BASE YOUR DECISION CRITERIA? The scenario comes first; it has to be interesting and has to attract my attention. Being a fast reader, interest is something important to me in general.

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PEOPLE VIEW SHEREEN REDA AS A REBEL, IS THAT YOUR MOST RECENT MOVIES LIKE ‘EL FEEL TRUE? EL AZRA2’ OR ‘KHAREG EL KHEDMA’ HAVE REPRESENTED WHICH STAGE OF YOUR CAREER? Yes, all the way. I don’t get why people place others in a box that defines who they are. You should be who you I think more of the idea of doing roles that have nothing want to be, at all times, that’s how I see it! to do with how I really am, roles that portray me in different looks and challenge me as an actress.

WHAT IS ‘OUT OF ORDER’ TO SHEREEN REDA ?

WAS IT INTIMIDATING TO BE PART OF A BIG ‘Out of order’ to me is defined in not coexisting with CAST IN ‘LA TOTF2 EL SHAMS’? your surroundings or culture. If I live in a conservative country, I’ll have to understand where my boundaries Not at all, everyone in the cast had a role to fulfil. The are in terms of acceptable and not acceptable and play big cast added to the beauty of this project and made around that. Out of order to me is whatever is way too me interact with a lot of characters that gave me good provocative to the norms in a negative way! vibes on set.

WHAT IS THE CRAZIEST THING YOU’VE EVER WE HEARD YOU LIKE PETS IN GENERAL, WHAT’S DONE?!

YOUR COMMENT? Basically everything, but I have to say that I’m a very cautious person and I calculate my moves very thoughtfully so I keep it within reason at the end of the day!

WHAT STILL SCARES SHEREEN REDA TILL NOW? COCKROACHES. I can encounter a lion or anything, but a cockroach could literally give me a heart attack.

WHAT WAS THE MOST CHALLENGING DECISION IN SHEREEN REDA’S PERSONAL LIFE?

I have 14 cats and dogs, all of which are rescued! I literally would save all stray dogs and cats if I could.

To be warm-hearted and compassionate knows no boundaries, and I always try to start with myself and animals in specific.

IS THERE A ROLE THAT YOU STILL WISH TO PLAY? The role of a man, because it would be really hard for a woman and a challenge for the people to accept the concept, and I want to do that to my audience!

ANY UPCOMING PROJECTS YOU’RE WORKING Every day is a challenge, from living as a single woman ON RIGHT NOW THAT YOU’D LIKE TO SHARE? to giving birth. The thing is you have to try to prove yourself strong and conquer all your doubts and fears! I’m finally off for some time!

IS THERE A SINGLE PROJECT THAT PARTICULARLY CLOSE TO YOUR HEART?

IS WHAT PIECE OF ADVICE WOULD YOU LIKE TO SHARE WITH YOUNG ACTRESSES KICKING OFF THEIR ACTING CAREER? All my projects are close to my heart; it is more about the friendships I have built on set despite all the stress Be yourself and make sure your ultimate goal is to of shooting. make your talent shine, not your looks!

WHAT IS THE ONE THING YOU HAVE TO HAVE WHERE IS LOVE IN SHEREEN REDA’S LIFE? ON SET? I channel the love in my life now towards my pets and Definitely my little mirror, without a doubt! my daughter! Love doesn’t have to only be trapped in the box of a romantic relationship.

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IDENTITYbeyondlimits

T T T

ATTOOS: raditional ribal rendy

by Amina Elghandour

This September, the British Museum in London exhibits artefacts from the Scythians – nomadic people who inhabited southern Siberia from 900-200 BCE. One intriguing piece is the tattooed skin of a male warrior dated 2,400 BCE and perfectly preserved by Siberian ice. But evidence of tattoos go even further back.

The art of tattooing was an integral part of many cultures around the world and throughout history people marked their bodies for different reasons.

In some societies tattooing was a mark of status, for others it was a sign of degradation. Other purposes include spiritual connection, healing, belonging to a group or simply fashion. The art of tattoo has persisted and evolved, painting episodes of our history along with our bodies.

Today, most people resort to tattoos as a form of body embellishment. However, many tattoos are poorly executed and artistically mediocre - and worse of all, void of meaning. The evidence to this is that the tattoo removal industry is flourishing, leaving many to resort to traditional patterns, delve in their stories and relate to their meanings.

of body art, combining myth, art and belief, Japanese tattoos have roots as early as ancient times. Recovered tomb figurines from 5000 BC show body art, and a Chinese text from 297 AD describes how Japanese men decorated their faces and bodies – at that time tattooing was a sign of status. However, by the 7th century it became a punishment tool and remained so until the 17th century when more decorative and pictorial forms emerged gaining popularity worldwide.

Themes and patterns that make classical Japanese tattoos were developed between the 18th and 19th centuries and remain unchanged to our day.

Whether it’s the wisdom of the dragon, the determination of the koi fish, the rebirth of the phoenix or the luck brought by the snake, every Japanese motif tells a story that interlaces myth, culture and aspiration.

Today, classical Japanese tattoos with their lavish In this article, Identity Magazine would like to explore pictorial designs, colours and traditional method of two tribal and traditional trends that are strongly taking depiction are largely sought after. over the world of tattoo today, not only for their intricately beautiful designs but also for their unique MAORI TATTOOS executional techniques and the cultural values behind them.

When it comes to tribal societies, tattoos were predominantly a sign of strength and status. The Maori, CLASSICAL JAPANESE TATTOOS the indigenous people of New Zealand, covered their faces with mesmerizing patterns. They became so Renowned today as one of the most beautiful designs renowned for their art of tattoo that their heads were 36 August 2017

traded at one point for gunpowder.

The arrival of the Europeans in the 17th century had challenged the Maori in many ways and lost them much of their culture. However, their unique tattoo art with its exquisite curves and spirals created with a chisel, remain to tell their story and give us a taste of their life.This art was largely preserved by the collection of mummified heads, most famous is that owned by Major General Horatio Robley (today displayed in the Natural History Museum in New York) and the paintings of Gottfried Lindauer (1838-1926).

Today, Maori warriors’ heads are no longer collected but their designs are replicated by tattoo artists around the world. Maori tattoos are strongly back in fashion – perhaps in an attempt to find authenticity and value in a world that imposes uniformity.

Tattoos are more than an art, they are a mean of self-expression. They are made to last on our bodies

as long as we live – but we are bound to change and evolve in a lifetime - and hence if their meaning does not transcend the passions and struggles of a mere life, their value is quickly lost. Through traditional tattoos, people are not only seeking originality but an individuality that can encompass something of the larger human experience.

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IDENTITYbeyondlimits

6 Break Free Fails

by Mostafa Hesham

E

very now and then life hits you and leaves you longing to break free and spice up all your surroundings. The commitments or situations you face start to push you towards creating a shift in your life no matter how small it is. Some people shift careers or spice up their love lives, while others just change their hair colour and it does the job. It’s been always argued whether breaking free from your own life is something that everyone needs to do or is it in fact an escape from facing one’s own hardships. Is breaking free always a good decision or can it backfire at you?

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HERE ARE SOME BREAK-FREE FAILS AND LEARNT LESSONS TO REFLECT ON!

‘I have always been a systematic person who leads the perfect corporate life. I rise early and head to the office to work very hard till it’s time to leave! I had no work-life balance until one day I was having problems with my husband and decided I can’t take it anymore. I quit and decided I should go for a less stressful job. In a few days, I felt like I missed my old job. Things at home were settling down, but when I took the initiative to call my superior at work to inquire about the prospects of coming back, I was told they had already replaced me and were very unhappy about my sudden departure. The thing was, I had a bad day and broke free on the basis of a feeling which actually changed the following day. My only advice would be give break free decisions all the time before you actually take them. Life will not appreciate your mood swings!’

- Marwa 30

‘Being in a relationship with the same partner for 9 years, one can only imagine how boredom can creep into that relationship after such a long time. I was in that place and things were starting to get a bit ugly with all the fights and quarrels.

One day, I felt like I was strong enough to break free from this relationship that wasn’t bringing me all the excitement I expect from my love life.

I sadly dumped my boyfriend and went into a rebound relationship to face the same issue of boredom again. The storyline here is that before you break free, you have to make sure that you are not the problem!” – Farah 27 ‘Insecure, Insecure, Insecure.That is what I’ve always been about my looks. Growing up, I’ve always heard comments about my weird looking nose. I hated how it looked and always tried to play around it with makeup. One day, I went for a secret visit to a plastic surgeon and decided to get a nose job. My hasty decision to break free from my insecurities has resulted in a bigger problem, an unqualified surgeon who made my nose look worse! It took me a year and a half of travelling back and forth to

get it fixed. My lesson learnt was to talk to other people before breaking free or taking such drastic decisions; you always need a second opinion!’- Salma 36 ‘I have always been a fitness freak and was always on a strict diet during my college years. I didn’t consume any sugar, carbs or soda and exercised daily. With life hitting back hard, I decided to break free from my routine and lead a normal eating life!! I spent my days eating the stress out and feeling better, maybe not realizing what would happen next! My weight escalated and my fit physique was no longer there. What I came up with in brief is that you need to plan it right before you break free or it just gets so darn ugly.’

- Rania 24

A few years back, I used to be completely against cosmetic procedures and all what they entail. One day, I woke up, looked in the mirror and felt truly unhappy about my aging appearance. I decided to secretly give face lifts a try. The first one was fine, but then I got addicted and started doing more touch ups to have an even younger look. One of my surgeries did not give me the expected results and I had to do another one to get things fixed.

To be honest, I don’t feel prettier today, but rather unnatural and if I could back in time, I’d tell myself stick to your own values. No one is perfect!

– Riham 39

To keep it short, having read people’s stories and learnt lessons, I can tell you that we all share one thing which is ‘not thinking forward’. It’s true that life can be extremely tough at times, but it is very important to face these hardships and break free when it’s the right time with the right plan. Unless you do that, you just find yourself in a clueless zone that makes you feel worse or more stressed. If you happen to read this and find yourself avoiding the concept of breaking free in the first place, then you’re facing a self-honesty problem, because breaking free in a way is acknowledging that you do have a problem and choosing to avoid it or get rid of it. After all, life won’t wait so pull all your crap together and get it all back on track!

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IDENTITYbeyondlimits

7

SIGNS YOU NEED TO YOUR LIFE

escape

by Mostafa Hesham

It’s not uncommon to suddenly get to a point in your life when you start to question everything about yourself. You can find yourself wondering, is this the job I want? Why am I still single? Why don’t I feel happy? Here’s the deal though, it’s not sudden. There are signs that lead up to this point. The problem is that you missed them and that’s why you feel like this realization took you by surprise. This article will hopefully help you recognize some of these signs so you can start working on improving and feeling better about your life.

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1.You DON’T see where you will be in 5 years You typically get asked this a lot in job interviews regardless of which phase you are in your life. Whether you’re 25 or 45, you still have no idea what you’ll be doing in 5 years. The truth is you have no idea where your life is going to take you or what you even want to do. You’re not satisfied with your job and don’t see yourself doing it for long.This doesn’t only apply to your work but to every aspect of your life; your love life, your social life and your relationship with your family.

You don’t know where you’ll be in 5 years in each of those life aspects.

2.You feel lonely when you’re hanging out with others

doing anything to feed your soul. You just feel content with your life, but you’re not happy about it.

5. Weekends are just for sleep While other people are out partying with friends, you on the other hand just don’t have the energy to do anything fun. Even if you want to, you lack the motivation to just get out of bed and do anything. Everyone looks forward to the weekend regardless of what they have planned, but you don’t and just think of how you’ll catch up on some sleep. This isn’t about if you need to catch up on sleep, but basically even if you’re not that tired, you just don’t have the energy to do anything.

6. You feel like you have no purpose To make it clear, being alone and being lonely are two completely different things. If you’re with people who You have no goal in your life and you don’t know what make you feel alone then the problem is them not you; you’re supposed to do. You can sometimes even feel you need a change of scenery invisible and that if you didn’t to get to know other people. exist, it wouldn’t even make any People who truly care about you difference. You don’t feel like you will never make you feel lonely. have any impact on anything As the late Robin Williams said, or anyone in this world and it “I used to think that the worst doesn’t feel good. thing in life is ending up alone.

It’s not. The worst thing in life 7. Feeling good doesn’t last is to end up with people who make you feel all alone.” It’s one If you happen to have a great day thing to want to spend some and you think to yourself that this time alone but feeling lonely no is exactly what you needed to matter what or who you see, feel better, the next day you find that’s when you know you have yourself feeling just as bad, as if a problem. the day before never happened or it happened a long time ago.

3. You go out because you have to, not because you want to You should be happy with your life, not just satisfied. You should be passionate about your job You have no desire to leave your house and the only and you should want to go out to see your friends. reason you have to is to not upset others. You don’t You should feel like you want to try new things want to face any drama of why you didn’t call someone whether it’s something so simple like going to a or why you called off your plans at the last minute. You new restaurant or travelling to a foreign country. If feel like agreeing to go out will just save you a lot of the people you know make you feel bad about yourself, hassle. The truth is though you’d rather stay home all by then they don’t deserve to know you. Cut them yourself. out of your life and replace them with others who appreciate you and are willing to help you in your 4.You feel alive but you’re not living times of need. Hate your job? Then quit and find You feel like all you do is get up, eat, go to work or another one. It’s not always easy, but having a job school, go back home, eat then sleep. Then you repeat it you hate is not worth it. It can take time but most all again the next day and the day after, and suddenly you importantly, don’t be passive and go look for that feel like you have no idea how you reached this point in dream job! Simply put, you deserve to be happy. your life. Your body is alive, but your soul isn’t. You’re not

“

You should be happy with your life, not just satisfied.

“

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IDENTITYbeyondlimits

How to Let Go of a Toxic Relationship

by Shereen Gaber

Relationships are hard work; they require a lot of effort from both partners. However, it’s not uncommon for one partner to be blinded by love and not see his/her partner’s flaws. In order for you to be able to break free from a toxic relationship, you have to know what one looks like.

A toxic relationship will leave you emotionally exhausted; doing anything will feel draining. You feel like your partner withholds their emotions. You always feel guilty like any argument is your fault. You’re always scared to upset your partner. You keep thinking that because you’re in love with them, that it’s fine to keep doing certain things to make them happy. Your partner constantly tells you that if you love them, you’ll do so and so for them. This is emotional blackmail. In short, LET GO anything that makes you feel bad about yourself is toxic.

If you make the decision to end things, then make sure If you’re dealing with any of this, then this relationship to end them properly. Don’t leave any open doors. is simply not going to work. You can, of course, try One sign of a toxic relationship is the constant breaking talking to your partner. Convey your feelings clearly up/getting back together scenario which is totally and honestly. Voice out how you’re really feeling. If your unhealthy. Loving someone is not enough to save partner truly cares about you, they’ll make an effort a relationship. It can be hard to part ways, but deep to change. But if they don’t attempt to, then it’s time down you’ll know it’s the right thing to do. You have to to end things. Especially if other people are starting to learn to let go. You’re way stronger than you might ever point it out, you must know then that there’s something think and you have to find that strength to be able to definitely wrong with your relationship. move on with your life.

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with is crucial during this phase. You need people who support your decision and will talk you out of anything in case you decide to do something foolish. Avoid people who make you feel negative or bad about yourself. At this point, you don’t need someone who makes you doubt your decision, that can make you relapse and get back with your partner. Explain to your friends why you took that decision or just tell them if you don’t want to talk about it. Whatever makes you feel comfortable. .

ACCEPT THAT YOUR PARTNER WON’T CHANGE

NO REMINDERS Cut off all ties with that person. Delete their number and don’t go to places where you know you might bump into them. You need to close that door for good so that person cannot creep back into your life. Try to eliminate anything that will remind you of your ex.

Visiting the places you used to go together will only make things harder; instead, you need to do things that will distract you and help you heal.

LOOK FOR POSITIVITY

While this is not applicable to all people, some people can change. However, if you have been in a toxic relationship for a long time and you’ve tried everything, then it’s highly unlikely your partner will change.

People don’t change easily and it’s harder to change when they’ve been acting the same way for a long time without anyone calling them out on their poor behaviour.

TAKE A VACATION You don’t have to necessarily travel somewhere, but just take a break. If you work, ask for some time off. The whole purpose of this “vacation” is to give yourself time to heal and recharge. If you can travel then definitely go for it. Exploring new places and trying new things will be exactly what you need. If you can’t travel, just try doing something new in your area. Go to a new restaurant, go see a movie, go somewhere and meet new people. Anything that will let you experience new things and help your mind take a break.

Attach positive sticky notes on a wall or door, any place within your sight. Include quotes like “I’m strong”, “My Remember that even though it’s important to care for life is full of love and passion!” or anything that you your partner and their needs, it’s just as important, if not know makes you feel better and inspires you. more, to cater to your own needs. What good will it do when you give everything for your partner but don’t get SEEK COMFORT the same attention and love in return? A toxic relationship can either be abusive emotionally, physically or both. If you Surround yourself with friends for support. Getting can’t get out of the relationship, then ask for help.Your well enough support from people you constantly hang out being is the most important thing of all.

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IDENTITYbeyondlimits

8

Signs You Are a Shopaholic

by Mostafa Hesham

We

all like to go shopping from time to time, or die over that one item on sale that we’ve been eyeing for ages. The problem here is rather about people who shop till they drop on regular basis. Shopping is the answer to their smallest problems and their usual idea of spare time. Shopping turns into an addiction and their need to spare cash becomes something beyond an activity to buy items. The problem is the majority of shopaholics out there don’t even realize it; here are some signs you can use to diagnose and fight!

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You have many unopened or tagged items in your 1.closet

rush from the act of purchasing an item. Experts say dopamine, a brain chemical associated with pleasure, We’re not talking about the sweater your aunt gave is often released in waves as shoppers see a desirable you last holiday season, but about items you selected item and consider buying it. This burst of excitement on your own that sit unopened or with their tags still can become addictive. attached. You’ve likely forgotten about some of these possessions — boxes of shoes lining the bottom of Purchases are followed by feelings of remorse your closet, or jackets that have never seen the light of This guilt doesn’t have to be limited to big day. purchases either. Instead, compulsive shoppers are just as often attracted to deals and bargain hunting. Despite You often purchase things you don’t need or any remorse that follows, though, shopaholics are adept didn’t plan to buy at rationalizing just about any purchase.

You’re easily tempted by items that you can do without.

A fifth candle for your bedroom dresser, a new iPod You try to conceal shopping habits case, you get the idea. You’re particularly vulnerable if If you’re hiding shopping bags in your daughter’s you’ve admitted to having an obsession for shoes or closet or constantly looking over your shoulder for designer handbags. Just because your splurges tend to passing co-workers as you shop online, this is a possible stick to one category doesn’t make them any more sign that you’re spending money at the expense of your rational. family, or even your job.

5.

2.

6.

feel anxious on days you don’t shop 3.Anshopargument or frustration sparks an urge to 7.You It’s one thing to feel anxious if you haven’t had Compulsive shopping is an attempt to fill an emotional void, like loneliness, lack of control or lack of selfconfidence. Shopaholics also have a tendency to suffer from mood disorders, eating disorders and substance abuse. If you tend to binge on comfort food after a bad day, studies suggest you may be more likely to indulge in a shopping spree too.

You experience a rush of excitement when 4. buying Shopaholics experience a high or an adrenaline

your morning cup of Joe. But if you’re feeling on edge because you haven’t swiped a debit card all day, be concerned. Shopaholics have reported feeling out of sorts if they haven’t had their shopping fix, and they have admitted to shopping online if they couldn’t physically pull away from their day’s responsibilities.

shop beyond your means 8.You Perhaps you max out credit cards and open new ones in order to keep purchasing things. The mounting debt may also tempt you to lie or steal.

favourite boutique if you’re trying to curb spending.

Try to limit shopping trips and go only when Find a new activity necessary. If online shopping is your weakness, resist Jogging, exercising, listening to music, watching more the urge to surf your favourite stores’ sites and even TV, any of these activities can potentially substitute consider keeping your laptop out of reach. for shopping and will be a much lighter burden on your wallet.

Carry only enough cash to buy what you need.

Leave your debit and credit cards at home. Create Identify triggers a shopping list with estimated costs and stick to it Take note of what’s likely to send you off to the when you’re at the store. nearest department store, whether it’s an argument with your significant other or frustration after a In case you try these things and they don’t work, business meeting. When these feelings overcome our biggest advice would be to ask for help! you, resist shopping at all costs and find a healthier Yes, the world is evolving today and centres are way to work it out. offering group therapies for addictions like this one. The most important thing is to be honest with Remove temptation yourself, and admit that you do have a problem It’s no secret that you shouldn’t walk through your that needs to be sorted out!

FIGHTING AND GETTING RID OF IT

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IDENTITYbeyondlimits

Up-fuse Egypt Introduces Recycling into the Fashion World!

by Mostafa Hesham

Identity’s always been interested in creative fashion as well as initiatives that turn unused materials into what we call magical fashionable pieces. This is basically what we witnessed with Up-fuse Egypt, brought to life by two girls, Yara and Rania. These Applied Arts graduates are growing enormously with their brand and expanding their reach with a range of products that not only saves the environment but looks good with your new outfit too! We met with the girls to discuss what inspired them to start Up-fuse and learn about the challenges they face on daily basis!

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1. How did you get into the fashion world?

I wouldn’t say we are in the fashion world. Fashion scares me. It makes me think of all the trends I should follow, the shape I should have and the money I should spend to become fashionable. Up-fuse is a timeless fashionable brand, an easy-going one. My partner Rania and I love travelling a lot. Before we started the business, we spent 4 years just exploring and learning about ourselves. In every trip, we realize that we need this x bag or that purse so we decided to get into the bag industry. Besides, I love sewing. I started my sewing classes in Berlin and we have sewn our first collection during my workshop. I still remember how happy my Dutch teacher was with the collection and kept some for herself.

5. What do you do to inspire yourself into using recycled material?

We observe nature.

2. Why did recycling seem like a topic of interest to you?

We’ve both been studying Applied Arts and product design at the German University in Cairo (GUC).

During our last year of studies, we got introduced to the term ‘Sustainability’ and from there everything turned upside down. We really changed our lives and perception about materials and consumption. We started to love and appreciate nature more.

7. What are the future plans for Up-fuse?

Up-fuse is expanding in Europe and America. We are working hard to achieve that.

We are also expanding our collections to cater for our community in the journey they take.

6. How do you get access to your used materials?

We started two years ago and so far we have been able to upcycle more than 40,000 plastic bags, support 9 students to continue their education and 14 housewives from Manshiat Nasser to earn a stable income. Manshiat Nasser is dubbed the ‘Garbage City’ in Cairo. It’s a community inhabiting almost 70,000 people, who mostly work in the garbage collection sector. And although they recycle 90% of the trash collected, it is still done in inhumane and unhealthy ways, so it’s our mission to provide upcycling opportunities in healthy working conditions.

8. Where can we find your products?

You can find our products in different retail stores around Cairo. 1. Asfour el Nil 2. Abng 3. Jozee Boutique 4. Beit el Kahera 5. Virgin Mega Stores. You can also 3. How was breaking into the fashion world with check them on our website www.up-fuse.com recycled products like? Did people accept it?

It was fantastic. Actually, some Egyptians are tired of 9. What piece of advice would you give to Egyptian conventional bags. Many people liked it; we always got designers who are willing to break free from the lovely encouraging comments like “it’s the best bag I’ve normal trends? ever had.”

Be patient- the market is hard, and some key players in the market can convince you that they alone can allow 4. If you could describe your work in one word, what you to become successful. Also, don’t really follow the would it be? trend. Trends die and you are meant to live.

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IDENTITYbeyondlimits

HALA HEGAZY

Leading Radio to a New Benchmark

Over its 13 years of existence, Nogoum FM has notched up one success after another, with the latest being the launch of Nogoum FM El-Metro, a radio station that airs exclusively in Cairo’s underground metro. Over the years Nogoum FM has introduced many radio talents who have gone on to become some of the country’s most beloved presenters.

What’s more, Nile Radio Productions (NRP), the owner of Nogoum FM, has recently launched its digital arm, Nile Radio Productions Digital (NRPD), a fully-fledged digital marketing and content agency. Identity had the honour to speak to NRP Managing Director and CEO, Ms. Hala Hegazi about all that and more.

Q:What is your formula for remaining at the forefront over the past 13 years?

Realizing success and maintaining it over a long period of time in the face of competition from other radio channels has not been an easy job. It is a fusion of several elements and experiences that has led us to where we are now. We always lend special attention to the interests and needs of our audience when it comes to the music and entertainment formats we offer. We are always keen to offer innovative and out-of-the box 48 August 2017

ideas that draw new listeners every day and attract different social groups and age categories. We are never content with having achieved success and popularity; instead we constantly strive to reach new audiences.

Q: How has Nogoum FM maintained its popularity and remained at the forefront since its founding in 2003, in the face of competition from other channels?

Annual polls as well as the awards and the recognition we have received are a testimony to this. The magic formula is simply that the audience is the decision maker when it comes to the content we offer. We do not impose it on them. Over the past 13 years, we have always been keen to respect the taste and mind of the audience. Nogoum FM was launched at a time of stagnation when the radio industry had lost its luster and was no longer able to draw large audiences in a media market that was dominated by satellite TV channels. It was then that Egyptian radio was reborn with the launch of Nogoum FM. Listening to the radio in the past was associated with older people, but Nogoum FM created a new type of radio audience – younger listeners. Since then, we have developed a certain rapport with our listeners and it is they who now have a big say in the content of the channel.

Q: What is new about the 2017 program formats at service. There are three phases to bringing the station Nogoum FM and Nile FM? online. The first was installing transmission equipment in metro stations; the second was broadcasting, We are offering a number of new, innovative shows which began this month during Ramadan, with special that are presented by some of our most beloved hosts. program formats designed by NRP for the Islamic holy Presenter Zahra Ramy has joined Marawan Kadry in the month. As for the third phase, we will be broadcasting Eish Sabahak show, Morad Akram has joined Nogoum from a special in-house studio that will provide content FM with the Ta3ala Eshrab Shai show, and Khaled Elish’s tailored for metro passengers.

Al-Mawqaf show will now air for an extra hour. We also have Farida Al-Khadem presenting the morning show Q: Will Nogoum FM El-Metro’s programs be different Clacket every Monday and Wednesday, and the return from those broadcasted on Nogoum FM? of the A3det Mazzika show which will now be hosted

by Zahra Ramy. As for Nile FM, the airing times of The metro station’s content differs considerably from some programs have been altered. A new show called the regular Nogoum FM broadcast given the difference The Wire and Flashback will now be broadcast every in audience of the two stations. The metro channel will Saturday in addition to its original airing times. All these allocate more slots for interactive programs and shows changes were the result of a series of opinion polls and interviewing metro commuters. Also, a special studio brainstorming sessions with our staff members. will be set up for Nogoum FM El-Metro in the Media Production City.

Q: How are new ideas and programs selected, or rather, how do you know if a program will appeal to Q: Why did NRP create Nile Radio Productions Nogoum FM’s audience?

Digital?

We do not have a specific person who charts the channel’s content. We do not follow one taste but rather aim to offer a varied assortment of formats.

Every decision in the channel is made collectively. We are constantly in communication with our listeners through social media websites. We do care about their feedback and their requests for certain types of shows and we take their suggestions into consideration. Also, we always keep tabs on major surveys and studies on the tastes and trends of the audience. We seek to cater for all age categories; we value teamwork and eagerly listen to the thoughts of every member of our staff.

In today’s fast-paced and competitive media environment, it is more important than ever that brands keep up with the digital and social media environment.

We know that businesses can only excel if they open up new windows of communication to reach out to greater numbers of customers and to find new ways to build success. Given Nile Radio Production’s experience in the market, as well as the special attention it has paid to digital content over the past five years by providing its listeners with the latest news and the most up-to-date information, the next step was to invest professionally in that direction by creating a new digital marketing and content agency.

Q: Could you tell us more about the recent successful launch of Nogoum FM El-Metro?

Q: What are the services offered by NRPD? It is part of NRP’s mission to find new audiences. We are always keen to offer innovative and out-of-the box ideas that draw new listeners every day and attract different social groups and age categories. We lend special attention to the different needs, interests and tastes of our audience when it comes to the music and entertainment formats we offer. Nile Radio Productions has won the exclusive right to offer content for the Cairo metro system’s radio channel. The launch of Nogoum FM El-Metro is part of an exclusive deal with New Kemet, the company that runs the subway’s radio

Nile Radio Productions Digital will provide a wide range of services, including social media management, app and website development, brand development, digital marketing and advertising, digital content management, digital music arrangement, performance marketing and more. Given that the digital market is growing rapidly in Egypt at the moment, the presence of an Egyptian company that offers world-class services will create new opportunities and unlock the potential in the industry.

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IDENTITYtravel

Break free

destinations

by Mostafa Hesham

We’re all tired of the usual conventional destinations where you get to see places you’ve probably been to a million times before, or do activities you may have already tried in other getaways. The time out you wished for becomes just a repetitive version of a trip you took before. In here, we take you through some of the destinations you probably never considered. They still have a lot to offer to help you break free and have a great time!

CAYMAN ISLANDS With neon pink, yellow, and blue fish, green turtles, and dozens of species of coral, Grand Cayman offers up a constantly changing aquatic feast. The sandbar known as Stingray City is one of the world’s few places to get intimate with stingrays in their natural habitat.

COSTA RICA Every turn in the road, every crest of a hill, every sunrise over a crocodileinfested river yields a new sight. Whether ziplining high in the canopy and seeing toucans or the flamboyant scarlet macaw, or taking an aerial tram within inches of rare orchids and bromeliads.

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CANADA Surrounded by six glaciers, the icy blue lake in Banff National Park beckons iceskaters in winter, paddlers in summer and visitors year-round who stand on the pine-lined shore mesmerized by the Canadian Rockies’ backdrop. See it all from 6,850 feet (2,088 m) by riding the Lake Louise Gondola.

SOUTHERN VIRGINIA Autumn colours swirl past in a roar when white-water rafting near Fayetteville on the Upper Gauley or New River in September and October. By contrast, just down the road, on Summersville Lake, silence is broken only by the sound of an oar dipping into the placid water.

BRAZIL Hang gliding from atop Pedra Bonita for a soft landing on São Conrado Beach brings two landscapes together in a matter of minutes. While you’re in the air, Sugarloaf Mountain looms within reach, and Corcovado Mountain is in sight with the iconic Christ the Redeemer statue.

NEW ZEALAND Just about anything goes, from heli-skiing to careening at high speeds near the rocky edge of a river in a jet boat to bungee jumping. All those activities are available along side great scenery and beautiful weather.

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Semiramis Intercontinental Cairo Hosts Its Ramadan Media Sohour At Fawanees by Nile Terrrace Semiramis InterContinental Cairo hosted its Ramadan media sohour at its picturesque Ramadan venue, Fawanees by Nile Terrace. The event was attended by various media personalities, bloggers and influencers who enjoyed the delicious sohour dishes, prepared by Lebanese Chef Baz and the Semiramis culinary team, while humming along to the unique tunes of the Oriental RipOff Band.

Toyota Unveils all-new Fortuner with Refined Style and Comfort to Add to its Impressive Off-road Capability Toyota announced the launch of the 2018 Fortunerin Egypt at Mena House to unveil a second-generation model, which builds on its heritage of being a durable sport utility vehicle (SUV) with impressive off-road capabilities.

With the new Fortuner,Toyota has focused on creating a more distinctive, sleek, and powerful design while improving performance and adding a wide variety of features to increase convenience, safety, and ride comfort.

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TOYOTA UNVEILS ALL-NEW FORTUNER

Toyota announced the launch of the 2018 Fortuner in Egypt unveiling a second-generation model. With the new Fortuner, Toyota has focused on creating a more distinctive, sleek, and powerful design while improving performance and adding a wide variety of features to increase convenience, safety, and ride comfort.

Sharing Toyota’s development philosophy for the vehicle, the Fortuner’s Chief Engineer, Masaaki Maeda, explained: “Our development concept was to build a true SUV that has style and confidence. The all-new Fortuner is the outcome of our continuous efforts to redefine toughness while offering our customers powerful vehicles with drastically improved off-road capabilities. To ensure peace of mind for our customers, we developed a new stronger frame, which enables the vehicle to withstand rough road conditions, in addition to an improved four-link suspension system for a more comfortable drive. The new engine offers high torque at lower RPMs. Furthermore, the design concept is rough but cool, with three bold, iconic lines.

On top of all of this, the all-new Fortuner offers premium utility and safety features.”

The new Fortuner is assembled in Egypt applying the highest quality and technology standards of Toyota Japan, CEO of Toyota Egypt, Ahmed Monsef, said. He added that 47 percent of the parts assembled are made in Egypt.

According to Takayuki Yoshitsugu, Chief Representative, Middle East and North Africa Representative Office, Toyota Motor Corporation, “The all-new Fortuner is a completely redesigned SUV that enhances driving confidence on every level while setting a new standard for SUVs all around the world. It debuts a compelling design with a strong identity, expressing refinement and innovation as well as functionality and toughness. It also epitomizes Toyota’s focus on developing vehicles with impressive quality, durability, reliability (QDR) and offroad ability. The result of this is a comprehensive revamp, creating a unique SUV that is every bit as comfortable on the school run as it is on the region’s toughest offroad trails. We sincerely appreciate the support of all our customers, and we look forward to delighting them with this latest model.”

Compelling Design Toyota has created a new ‘Solid Fluidity’ design language for the Fortuner, which expresses toughness and wideness through the high body axis, the bulging wheel arch flares, as well as the chunky trapezoidal front bumper.

Excellent Utility The new Fortuner is a powerful seven-seater SUV with a roomy cabin of three rows designed to meet the demands of a big family.

Outstanding Driving Performance The Fortuner is available with a choice of two petrol engines – a 2.7-liter four-cylinder engine, which produces 163hp and 245 nm of torque, and a 4.0-liter V6 engine, which churns out 234hp and 376 nm of torque.

The Fortuner’s suspension comfortably absorbs the vibration to provide a ride that you would expect from a luxury SUV. The suspension uses a double wishbone (front) and a four-link suspension (rear) combination that has been redesigned for optimized comfort. An additional rear stabilizer has been installed to aid on-the-road smoothness and stability. There is a DRIVE mode switch, which offers a choice of ECO or PWR driving, while an easy-to-use 4WD switch is also equipped.

Advanced Safety Technology The Fortuner is equipped with comprehensive safety systems to protect its occupants. These include Antilock Braking System (ABS), which prevents the tires from locking during braking, and Vehicle Stability Control (VSC), which helps suppress vehicle lateral skidding when cornering or during emergency steering maneuvers on slippery roads to help achieve excellent handling and stability performance. In addition to Brake Assist (BA), Traction Control (TSC) and HAC Control.

The Fortuner comes with the Supplemental Restraint System (SRS) for the front seats along with a knee airbag for the driver. In terms of seatbelts, a three-point Emergency Locking Retractor (ELR) seatbelt is equipped on all seats.

A top tether anchor compatible with the Child Restraint System (CRS) is present for the second-row seat.

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Massimo Dutti Unveils SS17 collection at CFC Store In a special event held at its Cairo Festival City store, Massimo Dutti launched its Spring/Summer 2017 collection in the presence of Egypt’s most influential fashion bloggers and lifestyle media. The Massimo Dutti Women line clothing for SS17 season focuses on chic and urban women, defined by eclectic seventies outfits. The option for a more modern and feminine style is, without hesitation, with pieces of clothing which represent a perfect balance between classic and modern.

On the other side, the Men’s collection for SS17 blurs the line between a smart and casual style. A suit combined with sneakers is a must. Stylists Nour Bayadi and Ahmed Hamdy were present on ground to give expert styling tips to the attendees.

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COAST 82 THE MAJESTIC OASIS VALLEY

Far from the hustle and bustle of Egypt’s populated cities, there’s an unspoilt, majestic oasis valley where nature’s beauty unfolds. Located off the beaten track of the North Coast, just 82km from Marsa Matrouh, this extravagant estate is home to Hyde Park Development’s latest flagship project and holiday respite: Coast 82.

and dunes. The asymmetrical design adds to the variety and uniqueness of, both, the views and experiences.

This treasure trove of beauty and tranquillity is bound by nature in every direction and dimension. The blue of water and green of landscape make a bold and natural statement of beauty that blends in with the modern architecture, its earthy tones and refined indulgence.

Every man-made structure is embellished with natural elements extracted from the development’s site, adding to its charm and seamlessly blending it with the natural surroundings.

Located along the most pristine shoreline of the Mediterranean Sea, Coast 82 spans an area of 1.1 million sqm and embraces an Oasis Valley concept; luxurious villas, modern chalets and practical apartments are encompassed within the development’s luscious parks, green valleys, breathtaking lagoons and a 550-metre Coast 82 aspires to create authentic, family-centred private beach. communities with a meaningful “sense of place”.

Enriched by social and environmental elements, Coast Unlike other beach destinations along Egypt’s North 82 establishes new heights and trends of contemporary Coast, Coast 82 takes living to a whole new level with its coastal lifestyles. The contemporary holiday destination inspiring and avant-garde masterplan, theme and designs. features a myriad of unit types and sizes, all of which Planned and designed by renowned firm E.D.S.A, the aim to promote healthy lifestyles and create inspiring bold and modern architecture is carved within the native connections with nature. A wide variety of services landscape, seamlessly blending with the stillness of the land and facilities are available to ensure ultimate comfort and naturally arching with the flow of the currents, valleys and peace of mind, including a five-star hotel, private clubhouses, and designated areas for storage and staff housing.

Despite its recent launch, Coast 82 is already taking the North Coast scene by storm. Through its sponsorship of the RMC Theatre, Sea Hub, Coast 82 is now part of the biggest entertainment venue in Egypt’s favourite summer destination, bringing together the best singers and performers in the region.

Visit the “Coast 82 Sales Centre” at The Platform, North Coast Freeway for queries and bookings.

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A LITTLE PIECE OF THE CARIBBEAN IN EGYPT

Almaza means ‘diamond’ in Arabic. And this bay development on Egypt’s Mediterranean coastline lives up to the name. A sparkling backdrop of lakes, lagoons and landscaped gardens, all leading up to the glittering Mediterranean. Past Sahel and about 37 km east of Marsa Matrouh, lies the watery wonderland “Jaz Collection” Resorts on Almaza Bay, overlooking stunningly still and freakishly blue waters that give you the impression that you’re tripped and stumbled into beach heaven. Time your visit well, and you’ll feel like you’re in on one of Egypt’s best-kept secrets. daring and family-friendly water sports and activities, making sure that there’s a little something for everyone.

W

ithin the magical realms of Jaz Almaza Beach Resort, Jaz Crystal Resort, Jaz Oriental Club, Jaz Oriental Resort and Almazino, Almaza Bay is a diverse mash-up of serene cascading waters, upbeat hooks of entertainment and in tune with every single individual beat, flavor and need.

The hotels are fancier than you can handle – with plush and modern rooms, state of the art gym facilities, tasteful architecture, amazing food and best of all, unbridled access to the beach.

You just can’t stop enthusing about because of the fact that is absolutely amazeballs, the beach is nothing short of a little slice of heaven and makes you feel like you’re in the Caribbean-butwe’re-not-because-it’s-even-better?

The five Jaz Collection Resorts on Almaza Bay provide a whole array of

56 August 2017

Almaza Bay offers everything from kitesurfing to jet skiing to canoeing, if you’re looking for some aquatic exertion; or you can stay dry and just enjoy beach football, volleyball and get your strength on with tennis! you can also just sit in the beach lodges and sip your favorite cocktails from our selective bars.

Mouth-watering cuisines and a hip ambiance are here to make sure you enjoy your meals, drinks and snacks all day long. Jaz Collection Resorts on Almaza Bay feature five à la carte restaurants; “Morgana” - Mediterranean cuisine, “Sofra” - Oriental cuisine, and “Corallo” Seafood, so you can feast both your eyes and taste buds.

Give your kids the chance to twist and shout and have the time of their lives at the supervised separate pool, kids club and playground. So while you’re off getting a massage at “mividaspa”, our signature spa brand, you can just send your little ones distracted at our amphitheater where there are regular animation teams taking care of the little demon darlings.

The resorts have various themednights, like Oriental and Italian, with entertainment that ranges from belly-dancing competitions to folk

performances and if neither strikes your fancy, head over to their open-air club and dance the night away till the wee hours of sunrise.

Escape the chaos and responsibilities that constitute city life. And if you’re on the hunt for the ultimate ‘the spot that has it all - the five Jaz Collection Resorts on Almaza Bay just became Egypt’s rising star on the Mediterranean Coast.

With our Maldives-like waters, insane water sports and unforgettable dinning, you’re reaching a whole new level of bliss never seemed more doable in your summer home away from home.

Jaz Almaza Beach Resort Jazalmazabeacheg w w w . j a z . t r a v e l

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Fruitful Celebration at The Nile RitzCarlton, Cairo The Nile Ritz-Carlton, Cairo restaurants and bars celebrated summer’s favourite fruit where the hotel’s skilled culinary team presented unique, sweet and savoury watermelon dishes in an exclusive tasting tour.

From delicious homemade watermelon sorbet to watermelon and burrata and watermelon tart, frozen watermelon slush to a watermelon and cucumber soup at Vivo, alcohol-infused watermelon slices on the pool and much more, the themed menu is guaranteed to quench your thirst.

On the other hand, Chef Carmine treated our palate as the invitees indulged in a healthy tasting menu balancing nutrition and flavours at Vivo. Celebrating Fête du Citron at the 2 Michelin-starred managed Italian restaurant, Chef Carmine enlivened the senses with an exquisite citrus menu composed of modern creations and delectable Italian dishes.

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Marriott Egypt Hotels host spectacular Sohour!

It is now well known that Marriott International has become the largest hotel company on the globe! What better way to showcase this than for all Marriott Egypt Hotels to host the most memroable Sohour of the holy month for their media partners and cleints?

The night started with the Marriott Egypt Teams greeting their esteemed clients and media partners who were visibly excited to unravel the spectacular night that awaited them. From the tremendous fire show to the phenemonal performance of Mahmoud El Esseily, the night was far from slow. Guests sang along to the tunes of El Leila El Kebeera puppet show and where wowed while the fireworks coloured the night sky!

Marriott Egypt Hotels have certainly raised the bar high for future events to come so now the ‘not-so-patient’ wait starts for the next big thing they might have in store that will surely cause yet another buzz!

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Unilever Mashreq launches the world’s latest technology for dry and damaged hair in the Egyptian market In a ceremony that honours the stories of Real Egyptian Women, Unilever Mashreq launches the world’s latest technology for dry and damaged hair in the Egyptian market Honouring five women who are enriching the community with beauty In an extraordinary event, Unilever Mashreq, the leading personal care company - represented in Dove products - launches a new hair care range of products to revive the Egyptian beauty, delivering an important message from this global product to the beauty of Egyptian women. No wonder Dove as a global brand known by its premium quality products and its unique positioning advocating real beauty.

OPPO celebrates F3’s black edition with a Black Shadow Party On Saturday, 22nd of July, Egypt’s top celebrities and influencers all gathered at Martin’s Beach Club at Sahel’s Bo Islands to celebrate OPPO’s new F3 limited ‘Black Edition’. On this day, Martin’s Beach Club that was once known for its all-white theme got covered in black to reflect the elegance and sophistication of the F3 black edition; needless to mention, everything is best in black. Extravagant black props were used to emphasize the theme, from black curtains, to black and white balloons, beach balls and photo frames. To spice things up, all attendees were given vintage props to elevate their looks and let them all get into the sophistication mood.

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book the “Summer Styacation” you can receive a discount at Resense Spa during your stay.

New dinner signature menus are ready to infuse your taste buds at Royal Maxim’s signature restaurants.

Try a Thai fusion at Yana, or an Iconic Sheraton Cairo Reopens escape to Tuscany, Italy at Lucca, or British Airways Announces maybe an amorous evening of fine After Extensive Renovation grills at Romanov. Each outlet is Partnership With the White Company Reveals modern, contemporary serving a unique 3-course classical menu of exquisite flavour. interiors, refreshed public spaces and British Airways announced its plans to revitalized and new dining venues give customers a great night’s sleep together with the renowned hallmark in the sky through a partnership with Sheraton service the luxury lifestyle brand, The White Company.

The iconic British retailer will supply bedding and amenity kits in Club “Baalback Terrace” pool lounge World as part of the airline’s £400m customer investment plan, with a is now open at Sonesta Cairo focus on excellence in the premium With the coming of warm weather, cabins and more choice and quality Sonesta Hotel, Tower and Casino- for all.

Hilton Cairo Zamalek Residence Cairo, has expanded its dining options Announces Summer Weekend by the re-opening of “Baalback Package Terrace” the outdoor poolside restaurant. Diners can enjoy a creative Weekend package includes buffet outdoor menu of International fare, breakfast and dinner and is valid until summer drink specials Shisha flavors 30 September 2017. and live music Room rates starting at EGP1400 “Baalback Terrace” offers a seating for two persons including taxes, this capacity up to 150 people, cozy and “Taba Hotel and Nelson offer valid for Egyptians & Foreign quaint enough for romantic or family Village”; to hold Steigenberger Residents only dinner and big enough to provide the name. space of comfort you need.

Steigenberger hotels and resorts Egypt adds “Taba Hotel & Nelson Village” to its prestigious portfolio in Egypt.

Summer Extravaganza Only at Royal Maxim Palace Kempinski

UN Forum turns strategies and goals into Inperative Economies

Get ready for the Summer Staycation package to beat the Cairo heat. Reserve a double room with breakfast, a snack by the pool consisting of 2 pizzas and soft drinks, late checkout until 4:00 pm, and a 15% discount on the summer dinner signature menus at Romanov, Yana, or Lucca. In addition, if you

Forging Strategic Partnerships and Translating Development Goals to Business Opportunities is Imperative to Achieving Inclusive Economies says Qalaa Holdings’ Chief Marketing Officer Ghada Hammouda at High Level UN Forum

“Taba Hotel & Nelson Village” is now on its way to operate under the umbrella of the leading German hotel chain “Steigenberger Hotels and Resorts”, currently undergoing a major renovation process, once done, the official announcement will follow.

Being strategically located in Sinai, with the unique position facing two continents “Africa and Asia” and overlooking three countries “Jordan, Israel and Saudi Arabia”,all adds to the importance of this hotel.

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Hilton Appoints Mohab Ghali to position of Vice President Operations for Egypt and North Africa

Cairo Festival City Mall Team up with Resala to Feed 200,000 People Hilton, one of the largest hospitality companies in the world, has Building on the significant work with announced the appointment of NGO’s so far this year, Cairo Festival Mohab Ghali as vice president City Mall (CFCM) teamed up with operations for Egypt and North the Egyptian NGO Resala to launch Africa. Ghali is responsible for regional a campaign that successfully managed strategy development and well as to feed 200,000 people during the overseeing operations for 19 hotels month of Ramadan. and 14 pipeline hotels in Egypt, Morocco,Tunisia and Algeria.

As part of its support of major sporting events around the world, leading mobile phone company OPPO collaborated with Al Ahly for Real Estate Development “Sabbour” to sponsor a friendly match with Egyptian football stars and legends in a special celebration which received a great reaction from the crowd at Amwaj North Coast.

Orange Egypt Announces the Winners of the “Orange Startup Cup” for Emerging Businesses

Savor authentic flavours of the east At Kamala Restaurant at Conrad Cairo Experience a culinary journey through South-East Asia at Kamala restaurant offers Pan- Asian inspired menu featuring more than 50 dishes from some of South East Asia’s finest destinations.

OPPO sponsors special celebration onAmwaj’s shores in the Northern Coast with Egypt’s football legends

Soccer Legend Ronaldinho at Cairo Marriott!

Orange Egypt, in collaboration with GriffinWorx, announced the winners of the Orange Startup Cup for Emerging Businesses in the presence of youth participants, trainers and officials of Orange Egypt and Nile University.

The Cairo Marriott Hotel hosted soccer legend Ronadinho as part of Marriott International’s continuous “Spirit To Serve” initiatives and Cairo Marriott’s ongoing support for the The menu harmoniously combines Tour N’ Cure campaign to help cure The Orange Startup Cup platform rich flavours from Japan, China, Virus C patients from around the has been successfully developed Thailand and Vietnam, amongst world. and launched to support young others, to offer guests an opportunity entrepreneurs, as well as to provide to taste an array of dishes including Ronaldinho’s visit to Egypt came jobs through startups, and spread dim sum, sashimi, sushi and charcoal with the purpose of launching awareness of the resources available grills. The stylish oriental décor and the “Ronaldinho Foundation” in for entrepreneurial growth; aligning sophisticated mood lighting makes partnership with Prime Pharma with Orange CSR strategy and this beautiful Cairo restaurant the to provide underpriviliged patients hammering on the message of perfect escape from city life. the Virus C cure using the Egyptian ‘supporting you in your dreams to be the next achiever’. medicine.

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The International Day Of Yoga at Sheraton Montazah Hotel Alexandria.

Around the annual international day of yoga recently organized in Cairo, Ismailia and Port Said by the Embassy of India in celebration of Indian contemporary, visual art, culture and literature; the Embassy has introduced “The International Day of Yoga” in the Mediterranean city of Alexandria in collaboration with Sheraton Montazah Hotel for the second year consecutively in presence of his Excellency Ambassador of India and his wife as well Nour El Sherbini, the famous Squash player was the Chief Guest of the event.

Sony Mobile’s Xperia XZ Premium is Now Available in Stores Across Egypt

Samsung Electronics Ushers In a New Era in Home Entertainment with QLED TV

The QLED TV is world’s first Sony Mobile Communications television to reproduce 100 percent today announced that its award- colour volume thanks to new and winning smartphone, Xperia XZ advanced Quantum Dot technology Premium, is now available across Egypt through Sony’s major dealers Samsung Electronics, today launched and key retailers. its new QLED TV series Q8, and Following the successful global Q7 in Egypt, further demonstrating launch of Xperia XZ Premium Samsung’s leadership in defining the earlier this year, Sony Mobile’s future of home entertainment with innovative new smartphone is advanced cutting-edge technology. available in stores in Luminous Chrome and Deepsea Black.

Sheraton Cairo Hotel & Casino Welcomes its First Guest

Pepsi Shines out of the box this Ramadan with a new innovative The 4th annual Mashable Social advertising campaign.

Media Day Egypt. Future of Digital Communication: by 2020 PepsiCo Egypt launched its new 75% of all media data will be promotional Ramadan Campaign which aims to re-strengthen family video content. ties and revive the spirit of family For the 4th year Mashable Social gatherings. The new commercial Media Day – Egypt took place at is about a group of friends sitting Cairo witnessing more than 100 together but each one of them is talks and panel discussions and totally engaged with his mobile, conducted 20 workshops by the except for ‘Hamada’ who forgot his best expert speakers in digital phone at home, hence he tries to media. The event kicked off this attract the attention of his friends year bringing together the region’s by all possible means but he fails. brightest minds to discuss how digital Hamada starts performing some media created powerful online tricks to catch their attention and tools that created a revolution in make them all engage in one main the communication world and now activity, at the end he succeeds and they all go out for Sohour. empower businesses.

The iconic Sheraton Cairo Hotel & Casino welcomed its first guest soon after it reopened its doors after extensive renovations. Mr. Mohamed Adel Ahmed Kaid, a Yemeni citizen, was the first guest to book a room at the hotel, a city landmark of more than four decades.

Mastercard and the World Food Programme Announce 100 Million Meals Commitment New commitment focuses on ending the spiral of poverty through eliminating hunger, driving inclusion and the enablement and empowerment of those in need August 2017 63

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Vivo’s Gourmet Pizza Introduces New Gourmet Menu Chef Yousry’s live cooking show at The Nile Ritz-Carlton, Cairo gains social media momentum on Zanussi Egypt’s official page: With the trend for ultra-pizzas offering 30 recipes in 30 days spreading like wildfire throughout during Ramadan Cairo,Vivo’s celebrated Chef Carmine is pushing that the boundaries as he Zanussi Egypt’s official page strives the make the best quality pizza numbers hit the roof: reaching 10 there can be inspired by 2-Michelin Million viewers who stayed tuned starred Chef Oliver Glowig and his to watch chef Yousry’s daily show home town Rome. during Ramadan

Somabay unveils very attractive packages for Eid:

Somabay, the luxurious destination on the Red Sea, is delighted to unveil very tempting packages to spend your Eid; with year-round sunshine, white sandy beaches and magnificent sunsets, Somabay is the ultimate destination; and there’s no better place to spend your Eid than at one of the Somabay’s five hotels; The Kempinski Soma bay, Westin Starting 1st August 2017, The Chef Yousry fires up social media Soma Bay Golf Resort & Spa, The Nile Ritz-Carlton’s resident Italian platforms with his live streaming Breakers Diving & Surf Lodge, The restaurant, ‘Vivo’, will invite guests show “Live with the Chef ” on Sheraton Hotel Soma Bay and the to experience an exciting, unique Zanussi Egypt’s official page.

Robinson Club Soma Bay. and creative gourmet pizza menu consisting of consists of a varied selection of innovative gourmet topping combinations such as Pizza Delizia, offering pizza lovers that extra special culinary journey. With an extensive range of options to sample, diners are sure to find Radisson Blu Hotel is proud to something to tingle their taste buds. announce that during June 2017 it was awarded the Safe hotels American embassy’s Outside Certificate by Safehotels Alliance Catering by Fairmont Heliopolis AB in Cairo, Egypt. and Towers Safehotels Alliance AB head office is Fairmont Heliopolis and Towers based in Sweden and was launched continues to prove its primary in October 2002, after years of position among Egypt’s five-star extensive research of the travel deluxe hotels by providing first- trade to benchmark hotels from a Emirates NBD Egypt wins class outside catering facilities. On security perspective. two EMEA Project Finance the 4th of July, in celebration of the Awards 2016 for Best U.S. Independence Day, Fairmont Telecommunications and Heliopolis & Towers was proud to Transport Infrastructure Deals in provide upscale catering services Africa for the American Embassy in Cairo.

Emirates NBD Egypt is pleased to announce that it has won two EMEA Project Finance Awards 2016 for Best Telecommunications Deal in Africa and Best Transport Infrastructure Deal in Africa.

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World-class chefs were present-, working hand-in-hand to offer the most exclusive service, they were all meticulous about the details needed which turned the celebration into a huge success.

Uber and AXA unite to promote safety in the North Coast this summer, 30% discount on all rides for the long weekend

IDENTITYsigns

TAURUS

You won’t miss a chance to use your skills to influence those around you; get into the good graces of those who could bolster your progress in every area of life.

GEMINI

This might be your chance to look back over the past for a moment in order to learn a few lessons, ones that might let you start July on a more high note.

CANCER

You have been image-conscious since February, using your seductive powers to shine bright in society, but, starting the 6th, you will be focused on more romantic aspirations.

LEO

You have to take responsibility for some things in your love life.This month, you will have the chance to do that.

VIRGO

LEO

July 23 - August 22 Strengths Creative, charming, optimistic Weaknesses Arrogant, stubborn, self-centered Most Compatible with Aries, Gemini and Libra Love: This month, you’re facing some big changes in love. Whether you’re in a new relationship or have been together for years, this month urges you to strengthen the connection you have. Those who are single and looking for love are using their big hearts and charm to make it happen around the 9th and 13th.

Career: In spite of your communication skills and innovative ideas, there may be a lull on the professional front as the month begins. But don’t lose your heart as your efforts will not go in vain; they will bring fruitful results later.

ARIES

Lead by example and demonstrate your success. Most of your power comes from your tremendous character and original spirit.

LIBRA

If most of your work is organized around an activity that’s considered fashionable, you will never succeed in feeling good about yourself or your creations.

SCORPIO

Don’t worry if things don’t go according to plan today.

If you are looking for someone very special, then you won’t connect with them in any of your usual haunts.

SAGITTARIUS

Take care of personal issues now so that you can have a fresh start as the week begins. This is the day to focus on yourself. Be selfish. Put yourself first.

CAPRICORN

Reach out to others, making your love-life more meaningful - and spicy. You can count on fiery Mars as well to give your conquering nature a boost on the 4th and make you want to spice things up.

AQUARIUS

If you abuse your strength and try to go farther than your current social or material conditions allow, you could end on a disillusioned note or being left behind.

Count on your sensitivity and intuition to get your PISCES messages across with tact; rally support for your Make sure to listen to your heart if you want to enjoy suggestions (and decisions) rather than try to impose a strong bond and continue to surf along this wave anything on anyone. of sensuality instead of running the risk of setting everything around you on fire.

66 August 2017