Holding On To The Dream...

APRIL 2014 - 15 L.E. VOLUME 9, ISSUE 7

WWW.IDENTITY-MAG.COM

85

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SPRING FINDS

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CAIRO FASHION FESTIVAL

Grand Fashion Event

DO PEOPLE DISMISS YOUR TALENT? SEE PAGE 12

the talent issue

HOLDING ON TO THE DREAM

Confidence.. Distinction

EDITOR’S NOTE

I

t’s 8.15 in the morning; I am sitting in the garden trying to write this letter, which I was supposed to send in last night. This month I want to write about a zillion thing but I can’t choose which one is the most appropriate!

I’d prefer writing about human relations but it’s neither the time nor the place for such aggravating thoughts.

It’s a lovely spring morning and nothing beats SPRING in its beauty! Why spoil it talking about nonsense while I am enjoying watching the blossom on every tree, tantalized by the scent of every flower bud, overwhelmed by the changing colours of every leaf, listening to the birds singing…. Oh I feel alive! Spring in Europe is heaven on earth literally!

All this got me thinking of the beauty God created. It got me thinking of how God has been kind to me and how I count my blessings day and night.

I’ll let you in on my little secret that makes me able to function in this world.

I believe that whatever God takes from me, He takes for my good, and whatever He gives me; He gives for me to appreciate what I have more.

For every heartache, betrayal, loss, pain, frustration…He always gives me an alternative way out, He gives me the strength to stand up again and start over, He gives me the vision to bypass that particular situation.

Whenever I feel I can’t handle it any more, God chooses a different path for me in life; a path where I have the time to sit alone and discover my deepest demons, only then am I able to handle myself.

God has given me a heart; the ability to love and to forgive. That ability sometimes shocks the hell out of me! When I look around me and find that some people don’t have this ability or lost it on their life journeys, I know I am blessed.

Thank you God for making me who I am and for making me always content with what I have.

God has given us life… how we live it is our choice!

Rola Kamel

FOUNDER & CEO FOUNDER & CEO ROLA KAMEL EDITOR-IN-CHIEF NAWAL ISMAIL SENIOR EDITOR SANDRA RIZK ASSOCIATE EDITOR AHMED HASSAN RELATIONSHIP EXPERT MARWA RAKHA FASHION STYLIST FARAH ELSAYED FASHION EDITOR OF THE MONTH HADEER HAMEED CONTRIBUTING WRITERS MOHAMED MAHER, NEVINE A. ABAZA & SARA EL HENNAWI THE WELLNESS LOG FITNESS SPECIALIST NORSHEK FAWZY PHOTOGRAPHER HATEM SALEH GRAPHIC DESIGNER MOHAMED MAHER MARKETING AND ADVERTISING MANAGER RIHAM YEHIA MARKETING & SOCIAL MEDIA EXECUTIVE NOURHAN YEHIA WEBSITE COMPANY AFAQ DESIGNS DISTRIBUTION COMPANIES SKY NET & AL AHRAM PRINTING HOUSE SAHARA PRINTING COMPANY IDENTITY MAGAZINE DISTRIBUTORS ASHRAF FOUAD & ESSAM IBRAHIM 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.

Published by Beezarre Publishing Ltd. Themistokli Dervi, 6 Papyros Building, 4th Floor, Flat/Office D5 – P.c 1066, Nicosia, Cyprus.

The Subscription rate to Identity is 180 L.E. for one year (12 issues) by Al Ahram, Tel: 02-27703190 Contact us at: 26A Montazah St., Zamalek, Cairo-Egypt. Tel: 02-27361187 Mobile: 0122-9401071 email: sendus@identity-mag.com www.identity-mag.com

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CONTENTS

On The Cover PHOTOGRAPHER HATEM SALEH MUSICIANS SHARMOOFERS, MALAK & STEVEN LABAT SHOOT LOCATION BONGOZ STUDIO

COVER DESIGN

MOHAMED MAHER

6 BEHIND THE SCENES IDENTITY’S LIST

8 WHAT’S IN AND WHAT’S OUT

10 WHAT’S ON IDENTITY-MAG.COM HOW TO…

LOVE & LIFE

MUSICAL FUSION

20 DATING A FAMOUS GUY

36 MALAK

POINT OF VIEW

21 THE BEAUTY IN FINDING YOUR TALENT BEAUTYHOLIC

38 STEVEN LABAT 40 SHARMOOFERS CREATIVE CRUSH

22 TRAVEL BEAUTY BAG

42 OMG I LOVE THIS GUY! MAGED

DISMISS YOUR TALENT

FASHION EDITOR FOR A DAY

LOVE ADVICE

25 STRAPPY HEELS

44 NOHA ATA... SWEET MELANCHOLIA

12 HOW TO DEAL WITH PEOPLE WHO

14 IN LOVE WITH A ROCK STAR! PAMPER YOURSELF

16 CAPOEIRA MARTIAL ARTS DANCE HEALTH MATTERS

18 STAY ON TRACK! CULINARY ART

19 MARRIOTT CAIRO HOTEL GOES GREEN PRISTINE

24 ASK IDENTITY’S STYLIST

NASSAR AND TAMEEM YOUNESS WORLD OF FASHION

MAKING A COME BACK!

46 THE NEW TALENTED

TREND ALERT

DESIGNERS OF IFA

26 HIGH-WAISTED BIKINIS

I HOLLYWOOD

FASHION BAZAAR

28 ONLINE Swimwear FASHION FEVER

30 SPRING BREAK: WHERE TO GO AND WHAT TO PACK!

32 DRESS LIKE A STAR

8 IDENTITY APRIL 2014

48 HOW CELEBRITIES MADE THEIR WAY TO FAME

50 SCARY CELEBRITY STALKERS 52 REVIEWS 56 EASTER CELEBRATION 60 FASHION HOROSCOPE

BEHIND THE SCENES

On Set

AT BONGOZ STUDIO ON THE DAY OF THE SHOOT

O f fi c e Play

At Events MALAK & ZIAD TAMEEM YOUNESS & MAGED NASSAR PROFESSOR PASSOKA IN CLASS

TAMEEM & MAGED’S CREATIVE IDEAS’ SKETCHES 10 IDENTITY APRIL 2014

IDENTITY’S TEAM WITH SHARMOOFERS

Cairo Marriott Hotel & oMar KHayyaM Casino 16 saray el Gezira st., Po Box 33 zaMaleK, Cairo 11211, eGyPt. t: 00. 202.27.28.3000 CairoMarriottHotel.CoM araBiC.Marriott.CoM

YOUR I N V ITATI O N TO A M AG I CA L E ASTE R A N D SH A M EL N ESS I M .

Say ‘Hello’ to Springtime at tHe Cairo marriott, aS tHe Happy CHatter of friendS and loved oneS fillS tHe air.

We have sunshine, fragrant breezes to warm our royal gardens and the pool… all on your doorstep.

We have Cairo’s legendary Sham El Nessim breakfast at Omar’s Café; then sizzling BBQ grills and a buffet brunch at The Garden Promenade Cafe. Lunch and dinner buffet beckon at Roy’s kitchen.

And if you can tear the kids away from face painting fun, skip to The Bakery for Easter cakes and chocolate bunnies. Happy Easter!

IDENTITY’S LIST

THE LIST:

What’s In and What’s Out TWITTER

OUT

OUT

IN ARTWORK PRINTS

IN OUT HALF SHAVED HAIR CUT

POLITICS

STUDS

IN

OUT RIVERSIDE BAR ZAMALEK

IN OUR WEBSITE: WWW. IDENTITYMAG.COM

RAS SEDR

12 IDENTITY APRIL 2014

WHAT’S ON IDENTITY-MAG.COM

The new ad campaign for Alexander Wang’s new collection is bold and explicit! Mixing fashion with a youthful culture in a very unexpected way; from high end fashion to low end bathrooms. See the full “ALEXANDER WANG’S S/S AD CAMPAIGN” now!

You have to know that you are a wonderful creature who really deserves a decent man and until Mr. Right shows up, don’t live your life in resentment.

Go online to continue reading “TIPS FOR ALL THE SINGLE LADIES OUT THERE!”

Are you getting married soon?

Talk to each other, share your thoughts, share your problems, and laugh together. Check out “THE 10 COMMANDMENTS FOR BRIDES-TOBE”

We spent most of our childhood playing these games!

While they didn’t have the best graphics or even story lines, these games will never be forgotten and will always be missed. Take a trip down memory lane with these games that will really remind you of the good old days!

Have you watched the 2014 Academy Awards? Did you see Jennifer Lawrence fall before entering the ceremony? Check out “THE 22 BEST MOMENTS FROM THE 2014 ACADEMY AWARDS”

14 IDENTITY APRIL 2014

HOW TO...

HOW TO DEAL WITH PEOPLE WHO DISMISS YOUR TALENT You know you are gifted. Your soul elevates to a pure haven when you use your talent, be it music, dance, art, cooking, writing, sports, or whatever talent you possess. For those few moments you know who you are, you have no doubts about your identity, or where you belong. You just know that there is nothing in the world that can make you feel more in harmony and in peace. You are gifted, but people that surround you don’t encourage you, even if they do admit that you are talented, but they see it as nothing more than a hobby, something to do when you have nothing better to do; they just don’t get it.

DON’T TAKE EVERYTHING PERSONALLY OR LITERALLY. Words will come and go, there is no reason why they should stick in your mind and pull you back. Sometimes people phrase things in a wrong way, or they say things and forget about them, so why should you remember them? Let it go and move forward.

PITY THEIR LACK OF TALENT. They might not get it; they might be talentless.

Of course in reality everyone is actually talented and passionate in something, but they might have never discovered it and feel fine living a passionless life.

DON’T FOLLOW THEIR FOOTSTEPS. They might even be talented themselves but someone managed to ruin them, break their passion, and dismissed it as nothing more than a hobby. Unconsciously or consciously they feel that you have to follow the same path, after all, why would you get to use your talent and do what you are really passionate about when they never got that chance? Don’t do the same mistake they did, keep holding on, don’t let your talent fade away.

TAKE ADVICE. Just because they disagree with you doesn’t mean you should dismiss everything they say without giving it a thought or two. Behind the negativity there might be very useful advise, lessons they learned, things that can help you use your talent more wisely and efficiently, and eventually help you succeed in your life. Keep an open mind.

CHANGE THEIR MINDS. If they are your parents or someone close to you, if they see you happy and succeeding they will be happy for you and will end up changing their minds and supporting you. Thinking out of the box isn’t easy for everyone, so be patient and help them realize that it is actually okay, and that you will be fine.

FIND A GROUP THAT SUPPORTS YOUR TALENT. No matter how loved and cherished you are, you still need a group that thinks the same way as you do. You need them to inspire you, encourage you, and help you break out of the tight-fitted box that traps our minds ever so often. Find a support group that challenge you to develop your talent and encourages you to pursue your passion.

EVALUATE YOUR TALENT. Are you really talented? Are you sure this is what you want to do? Are you good at it? Can you change something about it to better succeed at it? You have to ask yourself those questions, and get evaluated from different professionals.

Should you give up if everyone thinks you lack talent?

Not really, that’s actually how the world changes. So many masters were dismissed as untalented and were unappreciated by the masses. If this is really what you love to do then do it, be innovative, and let people learn to love what you do.

Nevine A. Abaza

CONTRIBUTING WRITER

16 IDENTITY APRIL 2014

Enjoy triple cheese in a bite !

LOVE ADVICE

IN LOVE WITH A ROCK STAR!

Dear Girlfriend of a Rock Star!

Your worries and fears are not to be easily dismissed; you have every right to worry! Any girl who loves her man dreads the day he might leave her for someone prettier, younger, older, more interesting, more experienced, or more anything compared to her. In your case, this fear is not haphazard; there is an “other woman” in particular that is stirring your jealousy and causing your emotional upheaval. I would not ask you to simply hush-up your mind and wish you all the best! There is more!

You need to talk your fears out of your head using common sense; remind yourself that this girl has always been there yet it was you who won his heart and commitment for two years, that there were other girls who shared his passion much more than you ever did and still he chose to be with you, that people who share the same passion make for best friends more than lifetime partners, that you are not plain and boring, and that your boyfriend finds you interesting as you are and has never tried to “upgrade” you into a more devoted groupie.

I have been dating a guy for two years now, and we are so in love.

The problem is, he is in a band and loves music while I’m not passionate about it. There is a girl in his band who seems to share his passion and interests and I’m afraid he would start liking her and leave me. I’m trying to get involved in what he loves but I just can’t seem to keep up. He never asked me to be interested in the same stuff or got upset because I’m not.

I’m really trying to support him as much as I can but it keeps getting harder every time I see him with the other girl. I am clueless as to what I should do Marwa, Please help!

If you do not manage to conquer your insecurities, you will certainly lose him to “her”!

Dating an insecure woman is the worst thing that could happen to a man in a relationship; the last thing he needs is to babysit your fears until you outgrow them. If you become less of the girl you are now, he will start looking around for comfort, and we all know how the story of the man-looking-for-comfort goes; he falls for the comforter and dumps the miserable insecure girl he was with.

If you don’t know why he chose you over her, eventually he will begin asking the same question! If you keep drawing his attention to her, eventually he will become interested in her! If you see that she is a better fit for him, eventually he will realize that she is the right one for him. Please have some faith in yourself and in your relationship before you lose your man.

18 IDENTITY APRIL 2014

Marwa Rakha

RELATIONSHIP EXPERT

PAMPER YOURSELF

CAPOEIRA: MARTIAL ARTS WITH A POSITIVE BRAZILIAN TWIST The latest fitness trend in Egypt seems to be ditching the usual fitness routine for a different and more fun alternative. It seems that now people are more interested in practicing something new and exotic. In our search for that we found Capoeira; a Brazilian martial arts that combines dance, aerobics and music. We were very intrigued especially that it has been attracting many people all around Egypt and so -with an excited step- we attended one of their classes to get a feel for what it really is!

Once we got there, we were welcomed

by Professor Passoka who is the instructor of “Olorum Bahia Capoeira” which is the name of the group. You could instantly feel a positive vibe and great energy from every “Capoerista”.

They took us on a trip through time to tell us more about the fascinating history of Capoeira! The “dance” started in Brazil when African slaves wanted to learn to defend themselves but couldn’t practice in public for fear of getting punished and imprisoned. They disguised their martial arts training in the form of dance and created songs and music to turn it into a form of entertainment. The moves are strong, swift and fast all of which can be used in real self-defense situations. It started becoming popular and travelled through delegates to other cultures and quickly became a worldwide fad and sport.

The first Capoeira group started in Egypt around 2011 by a French guy who invited Professor Passoka to give the group their codes. Passoka really liked Egypt and felt connected to its culture and when he was invited to come to Egypt and take

over the group, he accepted the offer and started teaching in Egypt.

For those of you wondering if this is too aggressive or advanced for the young or even elderly, it is not.

Anyone can start learning Capoeira

20 IDENTITY APRIL 2014

PROFESSOR PASSOKA and taking it step by step and the results of it is apparently life changing! According to Iman (27) or “Capoeirista Cantaloupa” who has been practicing it for over a year, “It completely changes your life and your personality. We release all the stress from daily life and the bond between us is strong. We help each other grow and eventually they become like your family.”

If you are looking for a fitness class where you can learn martial arts, defend yourself, renew your energy and even learn different aspects of life then Capoeira is definitely the thing for you! Follow their Facebook page OlorumBahiaCapoeiraEgypt to learn about where you can take the class and any upcoming events.

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HEALTH MATTERS

STAY ON TRACK! Whichever look you go for, you don’t want to be skinny and wiggly, curvy and fat, athletic and feel jello or muscular and BIG. For starters, you need to calculate how many calories you burn daily and based on that number you can figure out how many calories you should be consuming and in which ratios (carbs: protein: fat) This step alone will have drastic changes on your body.

After figuring out the nutrition, you need to start planning the workout program. One of the most de-motivating things you can do is train spontaneously with no program or routine. Why? Because the probability of reaching anything is very slight, and if after 2, 3, 4 months of training you do not see changes, you will probably just let this go.

SO LADIES (SKINNY, CURVY OR MACHO) TIPS TO STAY ON TRACK: PRE-PLAN YOUR DAY: + Take your gym clothes with you to work/school to make sure you get your workout in. If you can, start your day with the workout. + Pack your lunch box. (lunch boxes aren’t for kids, it will trend. You’ll see) KEEP NOTES OF YOUR PROGRESS: You may take photos of yourself (share them or keep them private) or take measurements by tape to keep track of how you started and how far you’ve gone.

Since the fitness trend has boomed world wide and regular men and women compete as athletes, the interpretation of a “hot” body has changed and continues to change daily.

Lets take women and break down the different body types that have been considered “hot” lately: 1 The regular ‘skinny’ model figure.

2 The ‘Curvy’ Marilyn look.

3 The moderate athletic look.

4 The Extreme muscular athletic look.

KEEP YOUR EGO AT HOME: Whether you go to a yoga class, a crossfit session or visit the gym alone, your ego is probably your biggest enemy.

Make sure you don’t take up more than you can handle with weights, new exercises and ALWAYS make sure you perform everything in a perfect form.

HYDRATE: Probably the most generic advice, but it is by far the best cure to everything. Start with what you already drink and add 1 glass daily until you reach 3/4 litters or the equivalent amount according to your body weight.

One last thing that also guys need to live by: your health is the most valuable thing you have, fight for it, now, tomorrow and forever. Don’t listen to any trainer at the gym like he’s Mr. Fitness, re-check what he says, make sure you are always working towards a healthier you.

Two things these 4 figures have in common when it comes to reaching them is “EATING CLEAN” and “BUILDING MUSCLES”

22 IDENTITY APRIL 2014

Norshek Fawzy

FITNESS SPECIALIST. THE WELLNESS LOG

CULINARY ART

MARRIOTT CAIRO HOTEL GOES GREEN PRISTINE The “Going Green” movement has been adopted all around the globe. From large corporate companies to celebrities reducing their environmental foot print; it certainly attracted many of those who want to preserve and make maximum use of the environment. Cairo Marriott Hotel & Omar Khayyam Casino is no different. Recently, The Cairo Marriott Hotel launched their own green kitchen; a concept that is new to Egypt and actually the entire middle east according to the Director of Culinary, Chef Badawy Abdel Hamid. Marriott was courteous enough to allow me to take a tour of their -what I now call- “dream kitchen”.

After being greeted by the eloquent Chef, Mr. Badawy, took me on a tour of what he made me feel like his home.

The extremely large kitchen has been renewed to the latest standards and high technology to guarantee the maximum safety, efficiency and an environmental friendly atmosphere. Starting with the fridges equipped with Ultra Violet lights and cooling system to keep all vegetables, poultry, meat and fish as fresh and germ free! The kitchens are equipped with state-of-the-art appliances, filtration and draining systems. The kitchen is one of the very few in Egypt to eliminate the use of chimneys for air filtration; instead the air is filtered, renewed and then released. The temperature is kept at a certain degree to ensure that the Chefs do not get sweaty or that bacteria will grow and contaminate the food. All the vegetables used are brought from green houses with no chemicals or sprays used on them and go through tests to ensure the highest quality.

Chef Badawy also mentioned -what I thought was a great asset- that they purify the water through boiling and filtering it before use even when it comes to ice. As for

the food being cooked, the kitchen is fully equipped to serve all dishes with focus on keeping it healthy and tasty to an unbeatable degree. From the “smart ovens”, the lava stones (which are used instead of coal to eliminate carbon) all the way to the pasteurization techniques and anti-bacterial materials used through-out the entire kitchen. Aside from all of that, the organization and design of the kitchen is very smart! They work with a routine that doesn’t cause any hassle or stress even when serving large number of guests. Just by taking a walk around the kitchen you can really tell the amount of work that has been put into creating this kitchen to be as environmental friendly, efficient and high-end as it can be.

Maybe it was the stimulating coffee or the delicious icecream (which is produced in-house by the Marriott) I was served but I found myself leaving the Marriott thrilled! It is refreshing to see that they took the initiative to Go Green without compromising the world-class quality they are known for.

23 IDENTITY APRIL 2014

Ahmed Hassan

ASSOCIATE EDITOR

LOVE & LIFE

DATING A FAMOUS GUY:

good or bad?

E

very now and then a lucky girl dates a (very lucky) guy who is well known and famous. He could be a minor celebrity, a young talent or just a party boy! It might sound very glamorous and fun to be with a guy who has the keys to most of the hot spots in the city and a guy that many women desire but ends up choosing you.

Very fairytale-esque and very annoying in reality; If you are falling for one, you need to put certain things in mind…

You will always have to deal with the fact that your relationship will be public. You might not be Kate Middleton but since he is well known, so will you and anything that goes on between you two.

Other girls might cause a problem even if you know he only has eyes for you. With so many temptations around him you are bound to get jealous. You must build a strong sense of trust.

It might get to his head and find his ego inflated. While some girls wouldn’t mind that and would get a rush off of it, others will feel like they are dating a poser. You need to know each other well enough and be truthful with one another on everything.

If he has a demanding job then he might be very busy all the time or tired. You need to be understanding of his talent and passions and appreciate them not berate him for it.

24 IDENTITY APRIL 2014

Having a little alone time might be hard if you go out, so you might have to be stuck in closed areas which limits your freedom and can be rather boring. It’s up to you to join him in the lime light or just keep away from it all.

With a guy like that there is really very little room to be insecure about his fame. If you can’t handle it then you are probably better off with someone who is not a celebrity. Otherwise, find comfort in the fact that he chose to be with you that means you provide him with something no one else could!

Enjoy the perks of celebrity, he will like that you enjoy and celebrate his success and fame but don’t let it get to your head.

After all you are just two human beings in love!

POINT OF VIEW

THE BEAUTY IN FINDING YOUR TALENT Talent as beauty comes in all shapes and sizes. It is neither innate nor fixed. Your talents might be: Artistic, Academic, social, verbal, physical, investigative, etc. A talent doesn’t need to be useful, stereotyped, or profitable; it just has to make you feel alive.

The first step of having a talent is to start by identifying it, and for this to happen you need to analyze a couple of things. Like noticing the things you love to do effortlessly and with passion, also paying attention to what people always pinpoint about your assets, and finally taking some personality tests, and analysis.

“I don’t believe you have to be better than everybody else. I believe you have to be better than you ever thought you could be.” - Ken Venturi WAYS TO GROW YOUR TALENT Identify the things that make you feel content and solid Start things now, don’t be shy, or afraid of what people might say Surround yourself with people who motivate you Learn when to quit a certain activity that only brings you down See life in new angles, and give up that boring routine of yours Devour every little detail about the people, and things that inspire you Never allow your age to chain you, remember age is just a number Kindle your passion by getting positively obsessed with it Don’t give in to comparing yourself to others; you’re unique for a reason Try concentrating on your strengths, rather than your weaknesses Eliminate your weaknesses by seeking different types of support Use failure as a source of motivation Last but not least... BELIEVE IN YOUR SELF!

Sara El Hennawi

CONTRIBUTING WRITER

25 IDENTITY APRIL 2014

BEAUTYHOLIC

TRAVEL BEAUTY BAG

Heading for warmer climes? Make sure you go light on make-up, heavy on SPF. A one-kit-fitsall is perfect for eyes (we love Wild About Beauty’s Safari Palette) while a bright lip colour or two will look great with a tan.

Pick products that add texture to your hair for beautiful-beach looks, and pack all your must-have products away in Paul & Joe’s super-cute Cat Print Cosmetics Case.

Packing has never been easier: Just follow this list for the ultimate travel beauty bag.

Paul & Joe Cat Print Cosmetics Case, £20.50, www.selfridges.com

Aveda Lip Saver SPF 15, £11.50,www. aveda.co.uk

26 IDENTITY APRIL 2014

Bumble & Bumble Let It Shine Shampoo & Conditioner, £5.50 and £6.50,www. bumbleandbumble.co.uk

Bourjois Magic Nail Polish Remover, £3.99, www.asos. com

ghd Style Heat Protect Spray £9.95, www. ghdhair.com

Clinique Chubby Stick Intense in 04 Heftiest Hibiscus, £16, www. clinique.co.uk Chantecaille Ultra Sun Protecion SPF 50, £75, www.shop.nordstrom. com

Lancôme Hypnose Doll Lashes, £22.50, www. lancome. co.uk MAC Mineralize Skinfinish, £21.50,www.maccosmetics.co.uk

MAC Lipstick in Show Orchid, £14,www. maccosmetics. co.uk St Tropez Holiday Mini Kit, £12,www.asos.com

Lancôme Hydra Zen Neurocalm, £39.50,www.lancome.co.uk

TONI&GUY Hair Meet Wardrobe Casual Sea Salt Texturising Spray, £2.19,www. boots.com

OPI RapiDry Spray, £12.85,www. lenawhite. co.uk Wild About Beauty Safari Nights Palette, £29, www. wildaboutbeauty.com 27 IDENTITY APRIL 2014

ASK IDENTITY’S STYLIST

Dear Identity’s Stylist, Next month, i’ll be going to sharm, gouna, and sukhna to attend 3 weddings. I always have a problem packing, I never know what to take and end up travelling with 3 bags and clothes that I never end up wearing. I’d like you to help me choose some essentials to pack.

Thank you for your time,

Sara Karim.

Dear Sara, Us girls always end up over packing thinking we’d better have it just in case rather than the typical “Oh why didn’t I pack that!”. So, usually long weekends consist of mornings by the beach, a late lunch gathering and a party or just a chill night at a friend’s home.

I will list down the essentials to pack and how you can play around with them to avoid over packing for just a weekend.

Essentials to pack are: Denim Shorts Basic tank Swimwear Cocktail dress Chunky knit Slim maxi dress

For a morning by the beach, you could keep it simple with a pair of denim shorts and a basic tank over your swimsuit, a lightweight kimono would do the trick on the beach for a more glamorous look.

If you’re going for a late lunch, my personal favourite; the slim fitting maxi. Nothing is more flattering or form fitting than this dress. Make sure you have your chunky knit close to keep warm if it gets chilly at night.

Add accessories if you want to dress it up a bit.

To add your personal touch: The oh so famous ‘crop top’ A kimono Killer heels

Finally, if you’re off to a party or celebration of some sort a cocktail dress would do the trick! If you’re not really in the party mood and decide to stay at a friend’s house you can always pair a crop top with a pair of shorts for a casual holiday look.

Farah Elsayed

FASHION STYLIST

SEND IN YOUR QUESTIONS AND OUR STYLIST WILL BE MORE THAN HAPPY TO ANSWER THEM! CONTRIBUTORS@IDENTITY-MAG.COM

28 IDENTITY APRIL 2014

FASHION EDITOR FOR A DAY

Boyish STRAPPY HEELS your strappy heeled sandals MAKING A COME BACK! Wear with a slouchy pants or destroyed Strappy heeled sandals are making a huge come back from the 90’s. You will see them worn by your favourite celebrities and in most of the street style blogs.

They are very chic and they are surprisingly versatile.

I would recommend you start basic; with a safe colour like nude, white or black, no embellishments or metal accents or anything.

Invest in them, because you can practically wear them every day. I have narrowed down styling strappy heeled sandals to 3 main styles.

boyfriend jeans, accessorize with plain casual t-shirt. This kind of jeans and a t-shirt style will make you look like you are running an errand or going to the supermarket. However when you slip on your magical strappy pair, it will polish this boyish look and give it some attitude. You can wear this look to a night out with the girls or a house party.

Casual If you love to show off your toned legs in a pair of shorts, pair them with your strappy best friend. The heels will make your butt look lifted, and the straps will make your legs look longer. If you are more into the girly look, show off your legs with a sneak peek by wearing a maxi skirt. The heels will stop the skirt from touching the floor and it will make a casual skirt look more put together. You can dress up both of these looks with a blazer for a date or a night out and you can dress down with a simple top for brunch with the girls.

Classic

CHRISTIAN LOUBOUTIN

Classic Get inspired by the 90’s and ask yourself, what would posh spice (Victoria Beckham) wear? The answer is simple, the most curve hugging dress or skirt out there.

A simple LBD paired with these strappy heeled sandals will make you look sexy and feminine. You can wear some crazy details like mesh for clubbing or you can add a blazer for a formal event.

Casual

GIUSEPPE ZANOTTI

Boyish MAIYET

Hadeer Hameed

APRIL FASHION EDITOR YOU TOO CAN BE OUR FASHION EDITOR PICK NEXT MONTH - SEND YOUR IDEAS TO CONTRIBUTORS@IDENTITY-MAG.COM

29 IDENTITY APRIL 2014

TREND ALERT

HIGH-WAISTED BIKINIS This summer, the swimsuit trends were all about sexy one pieces and fun prints. But the trend that caught our attention the most was the highwaisted bikini. This trend continues to stay alive as time passes by. Let’s go back to the 60’s!

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30 IDENTITY APRIL 2014

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Natalia Vodianova

FASHION BAZAAR

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FASHION DESTINATIONS

SPRING BREAK:

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35 IDENTITY APRIL 2014

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FASHION FEVER

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MUSICAL FUSION

Musical FUSION

INTERVIEWED BY SANDRA RIZK & AHMED HASSAN PHOTOGRAPHER HATEM SALEH MUSICIANS SHARMOOFERS, MALAK & STEVEN LABAT SHOOT LOCATION BONGOZ STUDIO

38 IDENTITY APRIL 2014

While searching for fresh talents for this issue, we couldn’t help but notice how fast the music industry is growing in Egypt. Some people still don’t realize how music has the ability to change the world! We decided to go for a band (Sharmoofers), a singer (Malak), and a musical theatre singer (Steven Labat) to interview as Cairo’s freshest musicians. On the day of the shoot, we learned something new, that no matter what music they listen to, perform, or sing, they all just want to make people happy through their songs. They all agree on one thing; Music makes everything better!

{

Go to www. identitymag.com for behind the scene videos and pictures.

MUSICAL FUSION

MALAK Malak is a singer/songwriter influenced by all facets of 1950’s & 1960’s pop-culture from fashion to art to music. Her uplifting and cinematic composition is influenced

by The Beatles, Jim Morrison, Sade, and Janis Joplin; no wonder there is a lucid harmony between darkness and light in her work. To Malak, music is neither a hobby nor a profession; it’s a way of life. It is a reflection of her inner being, her true essence, and through her lyrics, performances, and instrumentals she expresses her authentic expression to the world. We got the chance to meet with this brilliant singer Malak and her guitarist friend, Ziad, to share with us their journey…

TELL US HOW IT ALL STARTED… I’ve been singing for as long as I remember. I guess it all started when I was in school, I used to sing at the school’s talent shows and carnivals, until I went to college and met Ziad who plays guitar and also turned out to be my neighbour. We started jamming and writing our own songs. We then participated in the “Sing Egyptian Women” Competition, and that’s how I was discovered by SubSpace, a record label. I signed a contract with SubSpace and I started working on my first EP and produce my own songs.

DO YOU ALWAYS PLAY TOGETHER? No not all the time, mostly when I sing live, but Ziad also works with other musicians as well.

40 IDENTITY APRIL 2014

WHAT ARE YOU CURRENTLY WORKING ON? We just finished producing a new song and we are working on the music video now that will hopefully be out in April.

GOOD LUCK WITH THAT! WE REALIZED YOU ONLY SING IN ENGLISH, DON’T YOU THINK YOU’LL HIT A LARGER AUDIENCE IF YOU START SINGING IN ARABIC AS WELL? Yeah I only sing in English, maybe I sang a couple of old songs by Fayrouz before but I do not write my music in Arabic, no. But that’s only because I want to be true to myself and sing what I feel like singing. I’m not planning on ever making music I’m not really convinced with just to get my fan base to grow. And honestly, I’m not passionate about Arabic music.

I SAW YOU PLAYING IN A COUPLE OF PLACES IN TOWN, IS THAT RIGHT? Yes that’s right! We were trying to get people to recognize us and our music so we started making some promotional concerts at a couple of places in Cairo such as, Sufi, Bikya and Beit El Raseef.

WHEN DID YOU REALIZE YOU WANTED TO TAKE MUSIC AS A CAREER NOT A HOBBY? Definitely after the competition; they really pushed me and helped me realize that this is what I want to do for the rest of my life.

WHAT KINDS OF LYRICS DO YOU USUALLY WRITE? Every song I write is based on a personal experience I went through or something I want to talk about, so I express these feelings through my songs.

WHAT’S YOUR LONG TERM PLANS? I will not be playing acoustic songs only any longer, I will also be playing other genres as well like alternatives. After the EP is done, we will be going on a tour, first in Cairo then Alex. Then hopefully some countries in the Middle East like Lebanon & El Emarat, and we’ll see how it goes from there.

DO YOU FEEL THAT IT’S HARD FOR AN EGYPTIAN GIRL LIVING IN EGYPT TO SING IN ENGLISH? Obviously you don’t have the wider audience that you hope you would, but at the end of the day, I’m making music for myself more than anything else, you know?

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YEAH, YEAH. WHO DO YOU LOOK UP TO OR WANT TO FOLLOW THEIR CAREER PATH HERE IN EGYPT? Mmm, honestly no one. The thing is there’s no one here I want to imitate or be like, I’m doing my own unique thing that nobody else is doing…yet.

HOW DO YOU SEE THE MUSIC INDUSTRY IN EGYPT NOW AND HOW CAN IT GET BETTER? It is getting better, but very slowly. First, we need VENUES!! We do not have any appropriate places for live concerts and performances, and that’s a huge problem we are facing now.

“Every song I write is based on a personal experience I went through or something I want to talk about, so I express these feelings through my songs.”

THERE ARE TONS OF NEW BANDS LATELY IN CAIRO, HOW DO YOU FEEL ABOUT THAT? Honestly, I believe that the one thing we got out of the revolution is that a lot of underground artists are now being recognized. All the wellknown singers before the revolution barely discussed the issues that really matters and expressed them in their songs. All these new bands know how to create the music that our generation can relate to.

WHAT DO YOU WANT TO ACHIEVE? At the end of all this, I want to have challenged myself to the fullest. Right now, I could never have dreamed that I’d be releasing an album and signed by a music label at the age of 20! I don’t know what’s going to happen next, but we’ll see.

THANK YOU MALAK FOR COMING TODAY AND GOOD LUCK ON YOUR NEW ALBUM! Thank you guys, I enjoyed it!

MUSICAL FUSION

STEVEN LABAT Meet Steven Labat, a young and rising talent who started his way at just the age of 11 singing along to legends like Celine Dion and the BeeGees and at the church choir.

Today, Steven is a lead singer in a band, a performer in a musical and on top of that a soon-to-be lawyer!

His humble attitude towards life, his talent and accomplishments is what sets him apart from many other performers.

He believes in the importance of the message behind his music and performances.

Steven still has a long road ahead of him but with his perseverance, dedication and contagious passion we can safely bet that he will get far.

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TELL US MORE ABOUT YOURSELF AND WHAT YOU DO...

I am a singer/performer and I hold my Bachelor’s degree in French International Law. My first performance was on a tour around Germany performing in the Musical “Mad” (the story of Mary Magdalene). When I came back to Egypt I participated vocally in 3 CD’s and a couple of small concerts with Musicians playing praise songs. I was lucky to get a role in the Musical “Aida” and to be part of the modern Arabic production of “Les Miserables”. I am currently a performer in the Musical theatre company “Fabrica”.

HOW DID YOU DISCOVER YOUR TALENT? I started discovering my love for music when I was a little child. My mother heard me singing and told me that I have a nice voice. That’s when it started off; I started gaining confidence in my voice and I joined our church choir -which made me appreciate oriental chants- at the age of 11 and still sing with them to this day. After a while I started a Rock band with some friends that really gave my taste an edge and I got to experiment with different genres.

WHAT IS YOUR BIG DREAM? My big dream is to change the world! It is really every child’s dream, but I realized lately throughout my musical experiences that those who keep that dream until the day of their passing are those who really make it happen. I am fortunate enough to have been given a great education, talents and faith.

It is my turn to give back. I am arming myself with studies and surrounding myself with good people to participate in bringing justice to the world, inspire people as well as helping the young ones discover themselves.

WHAT DO YOU THINK OF THE PERFORMING ARTS IN EGYPT? I think we have a lot of talents in Egypt, a lot of Music geniuses but they are not being heard. I wish producers would dare to think a bit outside the box and deliver something useful and innovative to the audience. Sticking to the same old money-making techniques and stereotypes will only lower standards of the taste in music and eventually our culture.

“... I realized lately throughout my musical experiences that those who keep that dream until the day of their passing are those who really make it happen.”

DID THE SUCCESS OF LES MESIRABLES BRING YOU MORE OPPORTUNITIES? I could say that this interview is surely a wonderful opportunity already! “Les Mesirables” was an AUC graduation project that came to light last year and due to its success we have performed the show on Bassem Youssef’s El Bernameg and even in the United States! Not to mention that working with great teachers like Mohamed Abou El Kheir, Neveen Allouba and Raouf Zaydan greatly developed my vocal skills, performance, my love for classical music and understanding of the arts in general. I also recently got a chance to be the lead singer in a Soul/ Jazz band.

DO YOU THINK THAT PEOPLE IN EGYPT ARE AWARE OF/LIKE BROADWAY STYLE SHOWS AND MUSICALS? I think that the concept of Musicals is well known in our culture; everybody knows “El Leila El Kebira” but it has been forgotten over the years. This expressive type of performing art definitely needs to be reborn in Egypt since it has such a powerful impact on its audience. I truly believe it’s making a comeback.

WHAT ADVICE WOULD YOU GIVE TO YOUNG PEOPLE WHO JUST DISCOVERED THEIR TALENTS? Work on your talents, develop them, you owe it to yourself and to the one who gave them to you!

From my personal experience, the idea of someone discovering you is only secondary to discovering yourself and who you really are! When I sing I find myself, so I just keep on singing no matter what. And that’s what every talented person should do!

ARE YOU INTERESTED IN GOING COMMERCIAL ONE DAY AND MAYBE RECORDING AN ALBUM? I learned never to say never in my life. If the opportunity arises and I find people who believe in me, I might. But for the time being I’d rather be the established artist I wish to be before I plunge into the commercial world. As for theatre, nothing can compare to the passion I have for it and its intensity.

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MUSICAL FUSION

SHARMOOFERS Sharmoofers is a band (or as they call themselves “a project”) who believe that music IS the way to happiness. Their goal is to put a smile on people’s faces when they listen to their music. Ahmed Bahaa, Ezz Shahwan & Moe El-3rkan, are not only brilliant musicians with an incredible vision, but they are also so much fun to be around. We had the privilege of meeting with them, get inside their brains, and know what they have planned for us next.

FIRST, TELL US HOW YOU GUYS MET AND HOW IT ALL BEGAN… We used to jam at home for fun until we started making our own music March 2012. Our first song was reggae and we received great feedbacks for it. After building a fan base we started thinking about performing live. Then Pepsi contacted us to work on their new ad’s theme song, which helped us a lot getting the exposure we needed at the time.

DO YOU ONLY PLAY REGGAE MUSIC?

Ezz: No not at all. We play many different genres; Latin, funk, reggae tone…

HOW IS IT LIKE BEING IN A BAND? IS IT HARD SOMETIMES?

Bahaa: What people don’t know is that right now,

Sharmoofers has almost 11 members. We started with only 2 members (Moe & I) but it was harder to get

44 IDENTITY APRIL 2014

somewhere since we make all the music ourselves and play all types of instruments; Percussion, bass, drums, keys, … So thank God now we have 11 of the best musicians in town, all so brilliant in what they do, so now it’s Sharmoofers & the family!

BUT WE STILL BARELY SEE YOU GUYS PERFORMING AT PLACES, WHY IS THAT?

Moe: Because that’s not what we

want. The 3 of us joined many other bands before and performed at many places such as Cairo Jazz and Sakia, but for Sharmoofers, we have a vision of what we want to achieve, and if we are going to perform live, then we’ll do it right!

Ezz: Our very first concert is taking place next month and we have some surprises for you.

WHO ARE YOUR TARGET AUDIENCE? Everyone, we do not target a specific group, if you can relate to our songs and understand them, then that’s all we need.

WHO WRITES YOUR SONGS AND WHAT ARE THEY MOSTLY ABOUT OR WHAT INSPIRES YOU?

Moe: Mostly Bahaa, but Ezz and I sometimes help in adding and changing some stuff.

Bahaa: We write very realistic

stories and discuss our daily life as Egyptians, mostly stuff that we personally experienced. For us, it’s all about happiness; if our music makes people happy just listening to it, then we are on the right track!

ARE YOU PLANNING ON RELEASING AN ALBUM SOON?

Ezz: Definitely, after a couple of

concerts and building a bigger fan base, we will start working on that!

TELL US ABOUT YOUR LATEST SONG “KHAMSA SANTY”? WHO HELPED YOU SHOOT THE VIDEO AND WHAT WERE THE FEEDBACKS?

Ezz: Khamsa santy is not a new song; it’s just the video that’s new.

Ray Ban helped us financially.

Moe: Mohamed Shaker helped

ARE THERE ANY MUSICIANS IN EGYPT THAT YOU ADMIRE THEIR CAREER PATH?

us a lot too! He’s the director. The feedbacks are great so far and we believe that people are more aware of Sharmoofers now.

Bahaa: No, not really.

AT WHAT POINT IN YOUR MUSIC CAREER PATH DID YOU GO FROM A BUNCH OF TALENTED BOYS TO CELEBRITIES?

Ezz: We played with most of the bands in Egypt, and we admire them all, but that doesn’t mean we want to be like them. We want to have our own identity and create something new.

Moe: After our next concert insha-

Allah!

Bahaa: Yeah, we do not think we

are there yet. We want to make and create music as it should be done, not as everyone else does it. We also want to go international.

BUT HOW WOULD YOU GO INTERNATIONAL WHEN YOUR SONGS ARE ALL ARABIC AND SPEAKS TO EGYPTIANS ONLY?

All: The MUSIC!!

Moe: it’s all about the music; you

could be listening to a Spanish song

by Marc Anthony and not understand a thing he’s saying but still enjoy the music.

“... if our music makes people happy just listening to it, then we are on the right track!”

YEAH, THAT’S TRUE. WHAT ARE YOUR SONGS BASED ON?

Moe: Identity, character, and lyrics.

Bahaa: We basically just want

people to feel happy, excited and positive while listening to our songs.

WHO INSPIRES YOU? Bobby McFerrin! He’s a genius that we all look up to! He’s not an ordinary musician, and that’s what we want to be. Also Michael Jackson and Shaggy are great inspirations.

45 IDENTITY APRIL 2014

Moe: There are a lot of singers nowadays with great voices that sing classic songs perfectly, but is that what we really need now? I don’t think so.

DO YOU HAVE OTHER JOBS OR ARE YOU TAKING MUSIC AS A CAREER? We have a studio where we teach music. It was hard at first, but now more people are open to learning music.

WHAT’S THE MOST CHALLENGING THING OF BEING IN A BAND? We were lucky enough to find each other, because we all have the same vision and want to make the same music, so we hardly ever face any problems in the band.

WHAT’S YOUR NEXT STEP? Every day we make mistakes, learn from them, and work on them. We would like to go on a tour worldwide and get our music out there of course, but we are still working on that, nothing planned yet. But as we mentioned before, we are throwing a big concert in April, and that’s a good start I guess.

WELL, GOOD LUCK WITH YOUR CONCERT, AND THANK YOU FOR MEETING WITH US. Thank you! You guys made it easy to open up!

CREATIVE CRUSH

OMG I LOVE THIS GUY! MAGED NASSAR AND TAMEEM YOUNESS “OMG I love this guy” is not just a title, it’s a new advertising agency that combines two of the most powerful and creative people in the Egyptian Advertising industry. Not just in Egypt, Magued is the most awarded person in the Middle East for his good ideas and brilliant work.

While Tameem has over 35 thousand subscribers and more than 4 Million views on his YouTube Channel for his fun, creative videos. We met with those two geniuses to have a little chit-chat about their new company and partnership, and it was no surprise that we really enjoyed their company and their new Coffee Machine coffee!

HOW DID YOU GUYS START THIS PARTNERSHIP AND COMPANY?

Maged: I was working at many companies for a while until I got bored of working at agencies and decided to take a break and stay home for a while. Then I decided to join a film-making workshop in London, and meanwhile, the idea of starting my own company with Tameem was always on the back of my head.

Tameem: Then I gave him a call and told him I’m ready to leave the agency I work for as well so we could start working together. We’ve always admired each other’s work and career path, and honestly, I couldn’t imagine anyone else I could work with. Magued is brilliant and very creative!

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YOU GUYS MENTIONED YOU WERE BORED OF THE AGENCIES WORK, WHY IS THAT?

Tameem: Because it kills all the fun parts of the job

and makes you forget why you ever loved the job at the first place. All the emails, the meetings, the complicated terms, the rules… these things limit your creativity and turn something fun into a boring routine.

Maged: Basically, we are starting this company to

work on all the things we love that we couldn’t work on before. We always felt tied up and never had the absolute freedom to do all the things we wanted to do. As Tameem just said, Advertising has 2 sides; the creative fun side that the audience see, and the boring process that we go through. So basically, we are choosing to focus on the fun side only.

ARE YOU PLANNING ON GROWING YOUR COMPANY BY HIRING A GOOD TALENTED TEAM?

ARE YOU ALSO IN CHARGE OF THE PRODUCTION PART?

Tameem: So far no, yet we are in charge of the production of our own shows that we are currently working on.

WOULD YOU CARE SHARING THESE SHOWS WITH US?

Maged: Yes, sure. We are working on a new sit-com that will be different from all the comedy shows produced in Egypt before. And we will be focusing more on our online show “Raseeni” as well.

SPEAKING OF “RASEENI”, DO YOU PLAN ON TAKING THE SHOW FURTHER, MAYBE SHOWCASE IT ON TV?

Tameem: No never! It will lose all its meaning if we do so.

Some things are better left as simple as they are. Even if clients want to sponsor the show, they will sponsor it as it is. We will not accept sponsors who would want to change any of the show’s concepts or else we’ll be giving up what we love for money, and that’s not our goal.

Tameem: No, not at all! If we do that, we will be turning into the agencies that we tried so hard to escape from.

Right now it’s just the two of us, until we see how it goes.

Maged: We do not plan to give in to clients, and just

YOU JUST STARTED YOUR OWN COMPANY, HOW DID YOU LAND SUCH A BIG ADVERTISING CAMPAIGN SUCH AS COCA-COLA’S WAEL GOM’AA AD?

BUT DO YOU BELIEVE THAT BIG CLIENTS ARE OPEN TO WORKING WITH NEW STARTING COMPANIES LIKE YOURS, OR THEY WOULDN’T TAKE THAT RISK?

satisfy them without us being fully satisfied. If you like our work, then don’t try to change it.

Maged: We’ve both worked with Coca-Cola before but not Tameem: That’s a great point. Everyone working in the together. So they already know our work and trust us.

Tameem: When we started this company, Promo 7 were the first people to approach us to work with us as free lancers.

WHAT EXACTLY DO YOU OFFER YOUR CLIENTS?

Tameem: Content, advertising, and directing.

industry now, was once just a beginner. It takes one good job to prove you’re good.

“We do not plan to give in to clients, and just satisfy them without us being fully satisfied. If you like our work, then don’t try to change it.”

Maged: Plus it’s a very small

industry, and it’s all about the word of mouth. And thank God, any client who worked with us before, trust us and believe in us.

DO YOU BELIEVE CREATIVITY IS A TALENT OR IS IT SOMETHING YOU CAN LEARN?

Maged: None of us has actually directed a big project yet, but we do direct the small projects we work on.

Tameem: As creative people, we were always side by side

Tameem: It’s definitely a talent. But you can always nourish it with experience. The more you work, the more you start understanding what the audience want.

with the directors, adding our thoughts and ideas to the direction so we kind of got the hold of it. From directing to editing, we were always around for the whole process.

HOW CAN A DIRECTOR WORK ON AN IDEA GIVEN WHEN YOU WERE THE ONES WHO HAD THE VISION FOR IT?

SO WILL YOU ALWAYS BE IN CHARGE OF THOSE THREE THINGS WHILE WORKING ON A PROJECT?

Interpretation is how he lets himself see the idea. Many of the best advertising directors are who they are now because they understand the concept of portraying an idea or sending a clear message in a 30 mins ad, that will attract the audience.

Tameem: Not necessarily. We could be working on the content only or just the directing part. Depends on the jobs we get.

Maged: What makes a director good is interpretation.

Maged: Now that we have our own company, we are now

free to choose whatever we want to work on or the people we want to work with.

47 IDENTITY APRIL 2014

CREATIVE CRUSH

NOHA ATA...

SWEET MELANCHOLIA With Noha Ata, it all started as a dream. She was always into art but ended up settling for the more practical route of taking on a BA in Integrated Marketing Communication at the AUC instead. When she realized that a desk job at an advertising agency was not what she saw herself doing for the rest of her life, she started studying Fashion Design and Patternmaking at the Fashion Design Center – Instituto di Moda Burgo. And that’s how she turned a simple dream into reality. Noha is now a talented Fashion Designer and got everyone talking about her Spring/Summer collection.

WHEN DID YOU KNOW YOU WANTED TO BECOME A FASHION DESIGNER? As a child, my creative appetite was always strongly encouraged by my family, especially my grandfather who would regularly ask to see my latest artwork and would frame some pieces. So I’ve always had a creative drive but because of my varied interests, I had trouble deciding where to channel it.

I first fell in love with the idea of designing clothes for women during my sophomore year of university.

I took a course called Fashion and Film, which was offered by the Art department where we basically took a look at fashion history through film. It was one of the most interesting, inspirational classes I’d taken and was in many ways responsible for my passion to pursue fashion design as a career.

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WHAT IS THE MAIN INSPIRATION BEHIND YOUR LATEST COLLECTION FOR SPRING/SUMMER 2014?

This Spring/Summer 14 collection is very soft, subtle, sweet, young and playful. I explored this dream girl concept, which was heavily inspired by Sofia Coppola’s hauntingly melancholic depiction of the five Lisbon sisters from the film The Virgin Suicides based on the novel by Jeffrey Eugenides. They represent a great number of contradictions including the virginal vs. the overtly sexual, the ordinary vs. the ethereal and the innocent vs. the corrupted. With this collection I hoped to capture a surreal dreamlike mood. The pieces are feminine, youthful and playful with a vintage feel. To achieve this effect, I worked with a muted color palette, dainty guipure laces and soft silhouettes.

HOW WOULD YOU DESCRIBE YOUR BRAND OR STYLE? As a new designer who is still in the beginning stages of my career, I am still in the process of finding myself and shaping a brand identity that is consistent from season to season.

I am really drawn to the concept of the modern bohemian woman because of that effortless understated sort of undone aesthetic.

Although my design aesthetic is quite simple, I always enjoy adding some element of detail to make each piece special in its own way.

The NOHA ATA woman knows who she is and is comfortable in her own skin. She is an intellectual artistic personality who has a big thirst for life and finds herself when she travels and exposes herself to new experiences. Her creativity comes through in the way she dresses - she is never afraid to express herself, take chances and have fun!

HOW DO YOU PRODUCE AND DISTRIBUTE YOUR DESIGNS? I will be announcing a launch real soon on the NOHA ATA facebook page so stay tuned!

WHAT’S IT LIKE BEING IN THE FASHION INDUSTRY IN CAIRO AND WHAT DO YOU THINK ABOUT IT? It’s an exciting time for the fashion industry in Cairo and I can’t wait to join the community!

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WHAT’S THE NEXT STEP? Guess we’ll just have to wait and see!

Hopefully you’ll be seeing more of NOHA ATA. WHAT’S YOUR BIGGEST DREAM AND WHAT DO YOU WANT TO ACHIEVE? To design clothing that empowers and inspires and to cultivate a brand that women can connect and identify with.

“The NOHA ATA woman knows who she is and is comfortable in her own skin.”

ARE THERE ANY EGYPTIAN DESIGNERS YOU LOOK UP TO OR ADMIRE? I really admire designers like Amina K, Deana Shaaban and Yasmine Yeya.

They were some of the first Egyptian designers to come out and they were largely responsible for opening the floor to this new flood of young designers. They each have solid brand identities and a strong sense of who they are as designers.

WORLD OF FASHION

THE NEW TALENTED DESIGNERS OF IFA The Egyptian Fashion Industry has been growing rapidly the past couple of years, and a big part of that goes to the Italian Fashion Academy. The IFA is giving young aspiring people to develop their fashion and artistic skills by teaching them the right techniques in design making and helping them become the best designers they could be. This month, we bring you two of the best students graduated from IFA and on their way to starting their careers in fashion.

Yasmin Mansour Yasmin Mansour Brand is based on a unique way of design; masterpieces displaying the glam and sizzle of a woman, the brand use fabrics in a remarkable way, add new material, materials that identify the bold side of this brand. Yasmin Mansour as a fashion brand destined in Egypt, aim to create a new era of fashion in the country, and make it the new source of trend, starting from Egypt to all over the world.

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Ahmed El Ashriy Ahmed did not enter the world of fashion by chance. Since he was a child, his interests were always related to art; from paintings, decorations, to fashion. He’s inspired by everything around him, he even sometimes dreams of a design, that’s why he always walks around with his sketchbook. His designs are all about simplicity, yet he wants his woman or client to feel alive and elegant while wearing them. His dream is to one day have his own fashion house and become one of the best fashion makers worldwide.

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I HOLLYWOOD

HOW CELEBRITIES MADE THEIR WAY TO FAME MEGAN FOX Was an extra in Bad Boys 2 (2003) as a dancer in a club scene.

RENÉE ZELLWEGER Was an extra, playing one of the girls, in 1993’s Dazed and Confused.

BRUCE WILLIS Look carefully and you’ll spot Bruce as an extra in the courtroom scene of Paul Newman’s 1981 film, The Verdict.

MONA ZAKI Started her career by acting in several theatrical productions in Cairo University and then her first real step was with Mohamed Sobhy in the play “In Proper Arabic” 52 IDENTITY APRIL 2014

CARA DELEVIGNE She got her start as a little girl modeling in Cadbury chocolate ads. She really went into the scene after her campaign for Burberry and H&M in 2011.

BRAD PITT: In 1987’s Less Than Zero, Brad Pitt was an extra billed as “Partygoer / Preppie Guy at Fight.”

AHMED EZZ Was in a music video with Asalah and then got the chance to play the lead role in “A Teenager’s Diary”

MARILYN MONROE Is often referred to as an extra in her first-ever screen appearance, 1948’s Scudda Hoo! Scudda Hay! Marilyn has one line (“Hi Rad”) and can also be briefly glimpsed sitting in a canoe with another actress.

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I HOLLYWOOD

SCARY

Celebrity Stalkers

NICOLE KIDMAN AND MATTHEW HOOKER Hooker has been stalking Nicole by calling her house and sending her love poems. When she feared for her security and safety, she filed charges against him. He said that the restraining order she filed was her attempt to deny they flirted before and to ruin his political career, which is to run for president.

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UMA THURMAN AND JACK JORDAN

GWYNETH PALTROW AND DANTE MICHAEL

Jordan tried to win Uma’s affection by sending her sexually suggestive cards and a drawing of a man standing on an open grave with a razor in his hand. He was sentenced to jail in 2010 and then again in 2011 when he refused to take anti-psychotic medication.

Michael sent Gwyneth 5 letters a day, boxes full of pornography and kept showing up unannounced at her parent’s house. He had the intention of taking “God’s Scalpel” and “Cutting the sin” out of Paltrow. He also sent her a vibrator. He was declared legally insane and hospitalized.

JUSTIN BIEBER AND DANA MARTIN

JENNIFER LOPEZ AND JOHN M. DUBIS

A convicted murdered plotted on killed and then castrating Bieber. Since he was already in prison, he hired two other men to do the work and then ratted them out. Apparently he had a love/hate relationship with Bieber and even had a tattoo of him on his leg.

A man broke into her Hamptons home and remained undetected for 6 days! J.Lo had already filed a protective order against him because he had contacted her mother earlier in the year.

BRITNEY SPEARS AND MASAHIKO SHIZAWA

PAULA ABDUL AND PAULA GOODSPEED:

Shizawa stalked Britney in 2002 and sent her love letters, e-mails and pictures of himself with notes like “I’m chasing you”. Britney filed for a restraining order. Masahiko ended up suing Britney for the “extreme emotional stress” her body guards caused him after pointing a gun at him.

Goodspeed told Paula on “American Idol” how much she loved her.

She then killed herself outside of the star’s L.A. mansion.

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REVIEWS

SOFITEL WINTER PALACE LUXOR

Sofitel Winter Palace Luxor is a 5-star luxury hotel built in 1886

by British explorers perched on the Nile River amid luxuriant tropical gardens and ancient temples.

This opulent Luxor hotel blends rich colonial design with the glory of Pharaonic times. In this 19th-century palace once a winter retreat for the Egyptian royal family Agatha Christie wrote her famed 1937 novel Death on the Nile. Illustrious dignitaries - from presidents and politicians to artists and celebrities - have stayed in this Luxor hotel sumptuous suites overlooking the Valley of the Kings. Archaeologist Howard Carter, discoverer of Tutankhamen’s tomb, wandered the gardens of this sumptuous hotel in Luxor almost a century ago. Sofitel Palace has around 85 rooms, luxurious in their fine woods, satin fabrics, and marble bathrooms that will give you the colonial charm feeling. Indulge in the ultimate Luxor accommodation in their 7 lavish suites, where you can observe life on the Nile River, admire the bougainvillea-dotted gardens and invite guests in your lounge. A palette of crimson silver and gold enlivens rich fabrics and rugs.

You can relax by the pool or venture out to explore the Luxor Temple and market only steps away from the

hotel. Gaze out at sweeping views of the Nile River, the Valley of the Kings, or the botanical gardens.

Enjoy your afternoon tea with decadent pastries and delicate sandwiches at the crystal-lit Victorian Lounge. At the historic 1886 French restaurant in Luxor you dine in the original crystal lit salon where royals and dignitaries were served. Enjoy breakfast or dinner in light filled La Corniche. For a poolside lunch, L’Oasis offers gourmet pizza and salads.

After enjoying your fine dinner, sip champagne at the Central Park Bar of this Luxor hotel. Victorian Lounge is ideal for a tête-à-tête and afternoon tea beneath crystal chandeliers. Rubyred Royal Bar is an elegant Luxor bar for an apéritif.

Important meetings require exceptional venues and exemplary service. At Sofitel Winter Palace, their dedicated staff will take care of everything so you can focus on your clients/guests. The Horus Meeting 56 IDENTITY APRIL 2014

Room, in the Royal Garden, is ideal for up to 60 people. The Victorian Lounge comfortably fits 100. Both offer adjustable seating arrangements, the latest technical and audio-visual equipment, and fine cuisine for intimate summits or extravagant galas.

SUD AT SOFITEL CAIRO EL GEZIRAH SUD is a delightful restaurant overlooking the Nile with an international cuisine and a delicious open buffet located in Sofitel El Guezirah. As soon as we entered the restaurant we felt very welcomed by their friendly staff.

Nature is always present in this light-filled restaurant, enhanced by views over the lush garden and a palette of green colours in the decor. Seasonal cuisine from around the world will tempt you throughout the day – beginning, at breakfast, with a huge fruit bar offering freshly squeezed juices. Seafood buffet, every Wednesday from 7pm offering mouth-watering seafood specialties and SUD is the only place that serves Brazilian lobsters in the city. If you are looking for the freshest and yummiest food in town, this is the place to be.

THE GARDEN Heliopolis residents are over the moon celebrating the opening of The Garden; the newest hot-spot! The bar & grill is located very conveniently in Al-Ahram street, Korba and is like a little piece of an exotic forest. Guests can enjoy a beautiful patio with surrounding trees and flowers or the vast indoor area for an after work drink. It combines a chic modern design with an earthly cozy touch. They serve awesome cocktails mixed up by their professional bartenders. They also have a live barbecue station and delicious gourmet bites.

The Garden just recently opened with a marvelous opening event were Heliopolis crème de la crème indulged in tasty bites, fashionable cocktails and great music beats.

The opening of The Garden caused quite a stir and we expect the place will be packed through weekdays and weekends! Make sure to reserve ahead as they are strict with reservations and the clientele they let in. For reservations call: 0100 826 3000 57 IDENTITY APRIL 2014

Always striving.

Always challenging.

Always going forward.

This spirit, which guides our work and relationship with our partners, is also the reason why OMD was named Media Network of the Year in MENA and Global Agency of the Year.

To aim higher and achieve more, contact us at:

egypt@omd.com

MEDIA NETWORK OF THE YEAR 2013

AGENCY OF THE YEAR 2013

MENA

GLOBAL

EASTER CELEBRATION

Welcome Spring In Style At...

KEMPINSKI HOTELS CAIRO MARRIOTT HOTEL & OMAR KHAYAM CASINO Enjoy the fun, the sun and the perfect weather on Sham El Nessim in the lush greenery of the Khedival gardens! Start your day with a stroll in the royal gardens or relax at the garden promenade cafe. You can enjoy as well the pool amidst greenery and palm trees. Children are guaranteed fun and laughter with all the kids’ activities and face painting.

Tel.: 27283000

Kempinski Hotel Soma Bay invites you this Easter to stay in one of our luxurious lagoon view rooms complete with a remarkable fine dining experience at EGP 1,600 for double occupancy on half board basis. Kempinski Nile Hotel invites you to treat yourself with an overnight stay in a luxurious suite complete with an Easter egg gift for you specially made by the hotel’s executive chef on arrival.

Visit: www.kempinski.com

SONESTA HOTEL TOWER & CASINO CAIRO Feel the spring breeze, genuine spirit of family gathering with delectable breakfast and brunch buffets. Treat yourself with an overnight stay and ask for our “family accommodation package” for a splendid Easter getaway.

For reservations or information please call +202 2264.1111 Ext. 301 FOUR SEASONS HOTEL CAIRO AT NILE PLAZA Make this Easter an experience your family will never forget! With the luscious variety of dining options where the choices are endless. Pamper your family at the Pool Grill in a resort-style colourful atmosphere by our three outdoor swimming pools, while enjoying the splendid Easter buffet with kids corner, coloured popcorn, magic show, face painting, cotton candy, egg painting, Easter egg hunt and live rabbits race.

Tel.: 27917000 SOFITEL WINTER PALACE LUXOR Kids enjoy a special Easter brunch buffet; meet the Easter bunny, take family photos and a complimentary buffet for children ages five and younger. For more information and reservations call: 095 23 80 425 DUSIT THANI LAKEVIEW The whole family can enjoy Sham el Nessim specials and much more fun surprises, incredible food, fabulous entertainment for the kids, a pool, lavish gardens and wonderful celebrations.

Tel.: 26140000

SHERATON MIRAMAR GOUNA Sheraton Miramar Resort offers a memorable vacation for those who are looking for a special Easter. Sheraton Miramar is for families who want safe water for the little ones to swim in and a nice friendly beach where they can all relax and soak away the stress of “the real world” under the warm sun. Be sure to bring some comfortable shoes to enjoy walking by the seashore or at the 9 islands linked by wooden bridges.

Tel.: 22906731/2 60 IDENTITY APRIL 2014

HILTON CAIRO ZAMALEK RESIDENCES

RADISSON BLU HOTEL, ALEXANDRIA Celebrate Sham El Nessim Day away from the hustle & bustle city in a charming & relaxing ambiance around Stanely pool where you can enjoy the sunlight, fresh air, open buffet and get delighted by the live entertainment and the kids’ program. Don’t forget to ask about Sham El Nessim get-away room packages which is perfect for either a romantic treat or family and friends get together.

No better place to celebrate this occasion with your family and friends than being by the Nile. Enjoy our famous Sham El Nesseem breakfast and lunch sumptuous buffets, interact and sing your favourite songs with live entertainment. Your children will also enjoy their day colouring, dancing with famous characters, magician, clown and many others. For reservation please call: 27370055 JW MARRIOTT HOTEL CAIRO Celebrate Sham El Nessim with the whole family for a breakfast or lunch buffet with a refined selection of the Chef’s specialities of the day at Mirage Café. At The Beach, discover dozens of kids’ activities like face painting, jumper, cotton candy and popcorn from 1:00 pm to 5:00 pm. Pamper yourself with one of our exclusive Sham El Nessim packages: Deluxe Room: L.E. 2,600 Double Deluxe Pool Side Room: L.E. 3,200 Double.

Tel.: (202) 24115588 RENAISSANCE CAIRO MIRAGE CITY HOTEL This Sham El Nessim brings your entire family to our one of a kind breakfast buffet at Citron with delicacies from salty fish and Sham El Nessim eggs to chocolate bunnies along with a lunch buffet featuring mouth watering dishes with a live Jazz Band performance.

Spend a delightful stay in our rooms & pamper yourself with one of our exclusive packages: Deluxe Room: L.E. 1,700 Double, Club/Garden View Room: L.E. 2,000 Double, Family Room: L.E. 2,300 Double.

Tel.: 24063333

KEMPINSKI HOTEL

SOFITEL CAIRO EL GEZIRAH For an Easter to remember with family and friends, don’t miss our exclusive room package and spend an unforgettable night in one of our luxurious rooms and enjoy the beauty and tranquillity of the scenery of Cairo. Book now two nights and get the third complimentary! Go for an exceptional dining experience at La Palmeraie or for oriental cuisine at Kebabgy’s. Let the kids enjoy the fun corner including colouring eggs corner, colouring books, toys, clown, face painting and more surprises!

Tel.: 27373737 61 IDENTITY APRIL 2014

RAMSES HILTON Don’t miss our great outdoor Family Brunch by the pool overlooking the River Nile. Enjoy our delicious BBQ with Loads of activities for the kids including DJ, Magician, Egg colouring & face painting. Only LE 149 per person including service charge & taxes. You may also treat yourself and your family to a short break and enjoy our special Sham El Nessim room packages.

Reserve now: +20 2 2394 6902, email:cairo_res@hilton.com

OUT & ABOUT

LANCOME HONOURS TOP INFLUENTIAL WOMEN A classic brunch was hosted at Beymen Café at Four Seasons Nile Plaza where Egypt’s socialites gathered to honour Egypt’s top influential women and to celebrate the brand existence in Egypt brought by L’Oréal.

LA PRAIRIE’S NEW ICE CRYSTALS COLLECTION The event held by Mazaya at Intercontinental Citystars to introduce La Prairie’s new “ Cellular Swiss Ice Crystals Collection”.

“SNOW WHITE & THE SEVEN DWARFS” AT SONESTA HOTEL, TOWER & CASINO - CAIRO

TIVOLI DOME – ZAYED As we are distinguished for our professionalism and credibility in the Egyptian market, we believe that our international expansion would be another success added.

Please check our website www.thedomeworld.com or www.mediafire. com which has many videos and also a virtual tour of both Tivoli Dome Heliopolis and Marina.

(Tivoli Dome-Heliopolis, Tivoli Dome Marina, soon Tivoli Dome Amman & Tivoli DomeSaadiyat Island Abu Dhabi).

Sonesta Hotel Tower & Casino Cairo hosted the stay of “ Snow White & The Seven Dwarfs” Team during their performance in Egypt. All the team members expressed their admiration by the Hotel & the friendly staff as well as the high standard of service.

NADIA EL ANSARI GRANTED THE STEPHAN G. MARRIOTT CULTURE AWARD! Nadia El Ansari, MultiProperty Director of Sales and Marketing for JW Marriott Hotel Cairo and Renaissance Cairo Mirage City Hotel, won the Stephan G. Marriott Culture Award which was granted by Marriott International in the Middle East and Africa for the year 2013.

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FASHION HOROSCOPE

PISCES If you feel the lines of reality are a bit blurry, put on these Chrome Hearts sunglasses and you might just see things a bit clearer.

ARIES Make sure those you are working with have the same goals like yours and won’t pull you down. Demand attention in these white Thierry Lasry sunglasses.

TAURUS You are touched by the goddess of luxury. Channel that sexy luxury in a pair of vintage Gianni Versace shades.

GEMINI There might be some friction with those around you. Hide those feelings of conflict in Linda Farrow Luxe Black Sunglasses.

CANCER You are feeling lighter than ever, like you want to soar high up in the sky!.

Go wild with these House of Holland specs.

LEO You are overwhelmed with a desire for intensity and adventure. Help them see the world through your eyes or through your Matsuda sunglasses

VIRGO You need to let go of your control and stubbornness. Fun is the key to balance it all. Wear The Row by Linda Farrow sunglasses to help you channel a playful attitude and adjust your entire mood.

LIBRA You enjoy the allure of day dreaming and a fantasy world. Pick a funky accessory like Linda Farrow by Agent Provocateur cat eye fantasy specs.

SCORPIO You have been really planning hard lately which put you under a lot of pressure and stress. Block all distractions in Le Specs Black sunglasses

SAGITTARIUS Time to take action and get things done! Put on your comfortable shoes, Giles Pink shade sunglasses and finish everything with ease.

CAPRICORN Creativity is the name of the game; time to think of positive aspects of life and enjoy them. As long as you keep your Kenzo sunglasses on, you’ll get where you need to be.

AQUARIUS You have been hiding from the truth lately and chose to tell little white lies to conceal your true feelings. Tell it like it is in these Acne Studios Pearlescent sunglasses.

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