Flair Magazine Dina Shaker’s namesake label is undoubtedly one of the most fashion forward Egyptian brands on the market today. Her edgy designs are uniquely her own- characterized by sharp lines, deconstructed cuts, and an overall sophisticated and minimal look. With around 20 years of experience in the fashion scene, Dina is one of the most established Ready-to-Wear local designers in the country. We speak to the dynamic designer about her latest collection and more. This is Dina Shaker…Deconstructed.
How did your background in interior design influence your work?
My architectural background influences my work a lot. My mind works in a problem-solving mode. I give a big attention to details and find inspiration in everything around me. The design process begins with an obsession with materials, forms, and textures then it builds up like building blocks to create a functional comfortable design that enhances the human figure in the most artistic way.
How would you describe your design aesthetic?
Minimal, deconstructed, and asymmetric.
Deconstruction and asymmetrical lines that are prominent in your collection-have been a recent and ongoing trend in fashion. How do you balance following trends and staying true to your style?
Deconstruction and asymmetrical lines has always been a main aesthetic of my designs. It happens now that there is a certain preference in fashion for this direction as it follows a global consumer’s need for uniqueness and individuality. I don’t like to follow trends I believe style shouldn’t be dictated. For me fashion is a tool to express ourselves freely. I prefer to design timeless pieces that inspire women to express their individuality. Today fashion is so much about consumption, which I don’t really like. I want my designs to be always the kind that you fall in love with and keep wearing no matter how long it hanged in your wardrobe.
What is your favorite piece from the recently launched Fall/Winter collection?
My favorite is the deconstructed military coat. This design resonates a lot with the theme of the collection. ‘RECOMPOSED CLASSICS”. I believe it is a timeless piece that would be styled endlessly.
Your brand has been in the market for many years. How do you see the fashion scene in Egypt with its emerging brands?
Being in the market for almost 20 years now I witnessed major changes in the Egyptian fashion scene. A dramatic switch from a society inspired only by imported fashion, to a more mature supportive fashion enviroment for Egyptian creativity. A lot of emerging designers are out everyday. This created a healthy competition to bring out the best from everybody to attract a bigger audience from market share. Not only on the local level but on an international one as well.
What is your future plans for your brand?
After establishing a sound ground on a local level for quite a long time now, I am working to expand internationally and opening new channels for my designs to explore new markets and reach customers from all over the world.
