Nadine Mustafa After the uncanny success of the fashion revelry of Jardin Prive at Garden 8, Socialista is brought back to yet another momentous experience at Park St. constructed by Sky Investment in the heart of Sheikh Zayed. Socialista’s customary audience of fashion devotees will receive significant exposure to the latest Spring/Summer greatest creations, kudos to a diverse range of designer labels, with an amorphous sense of style. Yasmine Sarwat and Salma Fathalla founded the Socialista firm, which is known for its thought-provoking events that bring together the best-renowned specialists and by far the most intriguing artists in one big creative arena that calls for fashion and entertainment. In the coziest corner of a cafe, we sat down with the visionary Yasmine Sarwat to sneak a peek into her promising efforts, glamorous happenings, and futuristic insights to put Egypt on the international map of fashion.
How did ‘Socialista’ come about?
I was a stay-at-home mother after graduation, then I started ‘Posh Shades’ three years ago and ‘Socialista’ right after. Salma Fathalla asked me to cooperate with her onto getting events into the Egyptian scenery and accordingly, it came to life when we founded the firm.
Can you walk us through the process of preparing for the big Socialista events?
We start preparing for this event three to four months earlier, the more time we have on our hands to prepare and plan and set things up, the better everything turns out. When we brought Jardin Prive to life, Garden 8 wanted us to create an innovative out-of-the-box fashion event that doesn’t speak as your usual ‘bazaar. We strived to put a different twist and layout with notable, only a different aesthetic artistic set that showcased several high-end companies will be exhibiting their new offerings throughout the four-day exhibition. We aimed and worked accordingly to target new brands from the top entertaining figures’ go-to label PAOLOBONGIA to Lebanese brand owner and designer of Djihan Jewelry, Jihan Alama, Amal Azhari Kaftan-designer, Mimia Leblanc, Room-one Beirut, and Sarah’s Bag – Sara Baydoun – the festival is intended to put together an unrivaled gathering of the local and international brands and artists.
How do you feel personally amidst the preparation process?
I get nervous at times because I want to execute everything from A to Z to perfection. We stay up to five or six in the morning on set every day rehearsing, planning, and going over the smallest of details to put everything together in a top-notch manner.
How do you choose the featured brands? Are there international or local featured ones?
This time is different from the previous, Jardin Prive allowed us to feature and collaborate with international brands. Marzook, a Kuwaiti brand, will also debut their anticipated fashion line in Egypt for the very first time, Okhtien, they rarely participate in social events, but did showcase their products at Socialista, Dalida Ayash, and many more. We were able to bring the entire team together from Paris and New York, VP of Purple P.RAndrew Leister joined as well, which speaks volumes of the success of the event.
Local designers are gathered at one place showcasing their products and designs, how did you want to help raise awareness of Egypts’ local artsy?
My aim was basically to bring one of the major international platforms or websites to come and take part in this event to witness the variety of products many Egyptian brands have. I want to put Egypt on the local market and gather all local brands and international brands in the same arena. This is an incredible moment for us to pursue the fashion elite industry and make it get along with the rest of the fashion houses locally and on a broader scale.
Who made a surprise show at Socialista?
Well, Ramy Ayash and Ragheb Allama were two of the prominent superstars who made an incredible appearance at the event. Lojain Omran, Yosra, Nelly Karim, Dorra, and Lady Fozaza in addition to many amazing figures from artists, singers to bloggers, and designers made a debut at the event which made it more star-studded. Promoting the products via a succession of discussions and seminars – the event’s expected roster of the world’s best participants will share their expertise with the community via an extended itinerary.
What would you like to see differently in the upcoming social fashion fiesta?
I see a different vision on a wider scale to go internationally. To be able to create a well-established platform or a fashion school entirely in support of fashion and art alike.
Why did you choose Park. St to hold the event at?
After Jardin Prive took off, Ayman Fathy Hussein – the Chairman, wanted to create something similar to that of Jardin Prive, only at Park St. So, he reached out to make a decent mega-production that would put everything aligned and perfect.
Your favorite international brand?
Alexandre Vauthier.
Who would you like to see wearing “Posh Shades”?
Any international superstar. Personally, I would love to see JLO rocking a pair.
Any new collaborations or lines coming up with ‘Posh Shades’?
We are doing a new optical line made in Italy, and we have Okhtein on board as well.
One trend you would never try?
Anything extreme I don’t prefer. I love the piece to remain classy and stand out, no matter what style I go for.
