Flair Magazine
We all admire and gawk in awe at the glamour of an Elie Saab gown and the perfection of a Zuhair Murad haute couture creation. We also love and champion the works of our local fashion designers such as Norine Farah and Rafik Zaky. But how often do we think about the materials that all these great designers have used to create their magnificent pieces? Fabric is one of the most important factors in any fashion design. So when designers select their coveted pieces to create dazzling designs, the name they often flock to is Salem Alta Moda.
Established at the beginning of the 20th century, Salem Alta Moda specialized in fashion textile and fabrics, and quickly became known as the leader of fashion fabrics in Egypt. Starting in Port Said before relocating to Cairo, the brand has become the link between the international fashion and Egypt when it comes to fabrics. Because they carry premium-designed fabrics and stay on top of fashion trends, their creations have attracted the likes of Zuhair Murad and Elie Saab and are used in luxury Italian and French couture wear.
Under the leadership of the brand’s owner Ahmed Salem, their uniqueness in the market has been deeply entrenched. They now regularly provide the fashion scene in Egypt with the finest and most premium quality of fabrics that keeps them up to date with the latest trends and seasonal colors. While other fabric stores always err on the safe side and sell what’s commercially viable, Salem Alta Moda takes risks and offers all types of fabrics and designs.
What also gives them an edge is their fashion network and collaborations with the biggest designers in Egypt. Salem Alta Moda follows designers from their arrival to the fashion industry and accompanies them throughout their whole journey advising them and guiding them when it comes to fabrics. “Salem Alta Moda has become a start point for every upcoming designer because our fabrics are a sort of inspiration for them and their collections. They will learn a lot of details when it comes to fabrics and techniques. We help them put on paper their ideas and concepts by understanding and choosing the right fabrics for their designs. We try as hard as we can to make them understand the different steps they should go through to become successful designers and complete their collection…We always aim to set a foundation for emerging designers by helping them throughout the fabric selection process and offer best practice tips for some of them”, expressed Ahmed Salem about the process. Salem advices new and up and coming designers to be bold in showing their ideas because that is what will make them sand out and be recognized in the fashion scene.
Among Salem Alta Moda’s most famous local clients are designers Norine Farah and Rafik Zaky. So where do they get their inspiration from and how do they select their fabrics? Read on to find out!
NORINE FARAH
How do you describe your fashions and style?
I believe fashion is art and this is how I like to interpret my work. I do not follow all trends, I follow what I believe is beautiful and flattering. My work is ever changing as my personal style and that’s what I believe makes my work special.
How important is the fabric selection process?
Fabric selection is actually the most important part of my design process as I design based on the fabric I chose and not the other way around. The way I work is very unorthodox but honestly this is how I enjoy designing.
On what basis do you choose fabrics for your design?
I chose what speaks to me. As soon as I see a fabric I like, I instantly imagine how it would look as a dress. If I don’t feel comfortable with the fabric as soon as I see it, I simply don’t buy it and don’t look back. The color, shape, texture, and design are all important but the overall mix of these aspects is what matters at the end.
Why do you choose Salem Alta Moda fabrics for your work?
Salem Alta Moda is always on-trend and not only that, but also with the most exquisite taste. I don’t have to look anywhere else. Honestly, what I also love about Salem Alta Moda is that I feel at home when I’m there. They know exactly what I’m looking for every time. The staff is as friendly as could be and extremely helpful. I can’t imagine going anywhere else. It’s my to-go-to place for my fabrics.
RAFIK ZAKY
How do you describe your fashions and style?
I always like to design distinctive pieces that reflect my own personal spirit. I have a certain spirit in my work that is known whether by the ruffles or dentelle, which make the piece rich, elegant, different and chic. I always strive to make the client feel different than anyone else while wearing my piece.
How important is the fabric selection process?
I believe that selecting the fabric is the most important aspect of my design process. In fact, most of the time I design based on the fabrics I like, and not necessarily the other way around. Fabrics are one of the main sources of my inspiration, and that’s why I can say that the fabric plays a major role in the outcome of the piece – maybe even bigger than the design itself.
On what basis do you choose fabrics for your design?
Usually, when I’m working on ready-made dresses, I try to choose fabrics that were not already used before, or weren’t used by other designers before. As for the customization, I try to use the fabric that the client likes, while keeping my spirit in the design.
Why do you choose Salem Alta Moda fabrics for your work?
I always choose Salem because they are the most renowned fabric supplier. They always have fabrics that I love. It’s true that prices have increased a little bit lately, but it’s definitely worth it because the fabrics are not to be found anywhere else in Egypt. When Ahmed Salem travels to purchase new fabrics, he always gives us the opportunity to choose the fabrics we want or need – and this is a plus for me. I think that this shows how caring he is about the designers in Egypt. Also, he has a huge variety of fabrics in everything: plain, dentelles, brocade, printed silk, etc., and this is what I like about Salem Alta Moda.
