Flair Magazine By Menna Saad El Din
Flair sat down with Farida Temraz – CEO and Creative Director behind the iconic Egyptian fashion house TEMRAZA. As a mother, business owner, and creative mind, Farida juggles quite a bit, but it’s only upon chatting with her that we discover just how much all this juggling, makes her the perfect ambassador for the female collective, and for female “TEMPOWERMENT,” – a term coined by TEMRAZA, that perfectly defines the brand’s mission and values.
We talked about how much women inspire her, the different cities that have paved TEMRAZA’s journey to success, and exciting new projects coming up.
- Can you tell us about some of the women who inspire you?
Women as creatures, inspire me. I believe that my job as a designer, is to serve women, and a big part of who we are and who I am – is expressed through our style and fashion. I respect women, and I believe we are invaluable to any society, whether it’s through our sophistication, our femininity, our power, our ability to run a household and a home, or our ability to work and balance out all of these tasks.
All women inspire me – not just one woman. My mission is to make TEMRAZA an ambassador for women, by giving them an outlet and a platform to empower themselves through fashion, style, and self-expression.
We have come up with our own term which we call “TEMPOWERMENT” which is a combination of “TEMRAZA” and “empowerment”. We believe we have two missions – the first one is to bring Egypt back to the fashion map of global fashion, and the second one is to empower women and make them feel beautiful and confident through TEMRAZA’s designs.
2. You recently did a beautiful photo shoot of “The Chess” collection in Los Angeles. What made you choose LA?
Back in 2016 we created a fashion show called “The Concert” and it was a huge milestone for us because it was the first time for an Egyptian designer to showcase their collection in LA. Through the scene in LA we started getting celebrity stylists, and we landed some great red carpet events.
That was why I decided, after our success in Paris Fashion Week, to arrange a beautiful photoshoot of “The Chess” collection in LA, in the streets of Beverly Hills. We wanted to show the sophistication of the brand, and to show that Egyptian brands can go places – not just in a fashion show, but also in a fully curated photoshoot in none other than Los Angeles – which is so iconic. Don’t you think?
3. What other cities have been a part of the TEMRAZA story?
TEMRAZA started off in London, and then we made it to Paris, and Paris became one of the cities that we kept going back to. Eventually we also made it to New York, and then Milan – which was a hugely successful city for us as we showcased the “Rebirth” collection there and it was completely sold out. We also showcased TEMRAZA in Amsterdam, Copenhagen and Ibiza. By showcasing our collections in as many cities as possible, our aim is to show Egypt’s strengths in fashion, and art, to the whole world.
4. Anything exciting planned for TEMRAZA?
TEMRAZA has a huge surprise planned for the summer of 2025, that I really cannot wait to share with you, but I have to keep my lips sealed for now. But we will be sure to let Flair know before anyone else!
