Sarah Guirguis Passion and perseverance are the golden rules for this couture designer. While Dalia El Nidany’s gowns have definitely caught our eyes before, her latest collection is just something else. Aside from the fact that it is a special collaboration with her sister, Nadine El Nidany, ‘By the Sea’ is a stunning dual expression of royalty and femininity. We talked to her about her personal journey as well as the creative influence and process behind her work.
Tell us a bit about yourself. When did you decide to pursue fashion as a career?
My passion for fashion started when I was a little girl. I used to love dressing my dolls up and sketching dresses. I started off by designing my own dress to attend my best friend’s wedding and after receiving so many compliments on that dress, I decided to launch my own brand back in 2014.
How was your journey getting certified by the London College of Fashion and Central Saint Martins?
Truly inspirational! I learnt so much and got a chance to not only meet some of the best instructors in the world but it was also a great networking opportunity with a vast diversity among students who enrolled at the university in London with the same common goal – to learn fashion. I’m forever grateful for my family who have been so supportive and always encouraged me to fulfill my dreams.
Any challenges along the way?
Definitely, starting up my own atelier a few years back was a challenge. It’s not as easy as it seems and I’ve learnt a lot along the way. I believe that in order to be ‘successful’, it’s important to not only have the skills and passion but also the mindset. It plays a big role. Therefore, I recommend that designers always make the effort to stay positive throughout, never give up and keep dreaming big.
Your latest collection ‘By the Sea’ happens to be a collaboration with your own sister. How did that come about? How would you describe the experience?
My sister also happens to be my best friend so I’m lucky to have had her by my side to support me with the launch of this collection. We think alike and have similar taste so it was a smooth collaboration and she has recently officially joined as my partner in the business, whereby we both run the atelier in Zamalek together.
We spotted ruffles, pastels and a lot of intricate floral detail in this collection. What was the theme and inspiration behind it?
The theme is inspired by the sea and beautiful pink skies during sunset. Nadine and I travel a lot and during our last trip to Positano in the South of Italy, we were inspired by the beauty of nature, which we reflected in this bridal & evening wear collection.
The campaign shoot is also very ethereal. How did you decide on the location and the concept you were going for?
We struggled a little to find a good spot since it was during winter and we had to shoot in the freezing cold weather back in December! Eventually, we found a location in Alexandria directly by the sea which was perfect for the mood we wanted for the photoshoot, and we worked with superb art directors and a great team who helped us develop breathtaking content. It’s my favorite part of any shoot – creating art!
What does the creative process usually look like when you design your gowns?
We kick off by deciding on the theme, then creating the mood board and color palette. This is then followed by the sketches and fabrics, which I mostly purchase from abroad to ensure our dresses are unique. Finally comes the implementation, handwork embroidery and beading, which bring the designs to life.
How was your experience dressing celebrities like Injy El Mokkaddem, Asmaa Galal & Amina Shelbaya?
I must say, they are all beautiful women. I truly enjoyed dressing them for multiple occasions and festivals. They all passed by our Atelier where we selected the most suitable gowns together and did the fittings. It was a great experience!
Where do you see your brand in a few years?
I see my brand and team expanding. I would definitely love to represent our Egyptian brand internationally and I would love to be a part of more fashion shows, including Paris Fashion Week one day. Many dreams are yet to be ceased while we carry on with our vision and the promise of women ‘falling in love all over again’ upon setting their eyes on our gowns.
Shoot Credits:
Art Direction & Photography: Henar Sherif & Adel Essam
Videography: Hitham Haggar
Models: Lama Hatata & Menna Abaza
Hair: Curls by Mohamed El Soury
Make Up: Fatima El Asmar & Sally Rashid
