Nadine Mustafa With the worldwide sustainability approach across diverse sectors, sustainable fashion trends have become more crucial than ever driving fashion players to address new fashion norms to the industry.
During the COP27 which is being held from the 6th till the 18th of this month in Sharm Elsheikh, Posh Management organizes a remarkable fashion hub in the Trend area as part of the Green Zone gathering high-profile Egyptian and international designers across the globe. Tiyi, the sustainable Egyptian brand, led by Anne Marie, takes a sustainable stand when it comes to the creation of designs using ethically sourced and ecofriendly fabrics.
The fashion hub which is scheduled to launch on NOV 7th and continues until the end of the conference is hosting leading figures in the fashion industry from different countries with Neo Masisi, the First Lady of Botswana on top of the list who is known for her passion to diamond mining, where she recently launched the ‘2022 Diamonds Do Good Entrepreneurship Grant”. In addition to the echoing global fashion name Marie Louis, and the international award winner Farah Wali, as well as the global fashion brand with French flair “Faith Connexion”.
Over 12 days, the fashion audience will get the chance to meet with iconic fashion boutiques and brands including Jozzee Boutique, popular for their inspiration from artisans’ surroundings and traditional patterns and turning them into everyday garment; all made from old traditional looms to reflect rich cultural roots and heritage. Also, Saqhoute the fashion brand that is built on the pillars of circularity, artisanry and 0-waste, telling stories of Egyptian heritage through its designs and intricate hand-embroidery.
With the current global challenges, the fashion industry grapples with rising inflation and a looming recession, yet the fashion sustainable thought leaders are more aware of their role especially with climate shifts accelerating and customers becoming more vigilant about greenwashing. The fashion hub is proud to be featuring a number of social enterprises that are adding significant touches to the new sustainable fashion production lines from which is; ButtonUp, a social enterprise born at the intersection between entrepreneurship and supporting local communities. Through different lines of eco-friendly products, ButtonUp aims to help women and youth devise innovative development solutions and enable them to become both economically productive and socially engaged. Also, Up-fuse, another social enterprise that creates one-of-a-kind fashion apparel from plastic waste in collaboration with location NGO to help create green jobs for women in need.
In addition to ALMAH, established in 2020 to design luxury products through the upcycling of disposed resources provided by the Egyptian Clothing Bank as well as selling and renting them through their vintage line. Besides other local brands that depends 100% on Egyptian cotton and linen to support and empower local production and improve the fashion industry in Egypt, like Mix & Match.
The Founder & CEO of Posh Management, Yasmine Sarwat expressed her pride for launching a sustainable fashion hub as part of COP27 in Sharm ElSheikh saying, “While the world’s leaders meet together in this conference edition to implement and not just exchange thoughts & recommendations, we find ourselves as business leaders and entrepreneurs at the forefront of the implementation phase based on our expertise and rich knowledge about the real feasible actions towards the achievement of sustainable development goals.”
The fashion industry is categorized as the second most polluting industry in the world after oil and gas sector. About 85% of fabric waste is either burnt or tossed in landfills. Hence, tackling the waste issue whilst creating unique pieces is the optimum futuristic approach for brands that work for tomorrow. For this, Zakeia, a high-quality slow fashion brand established its name and core values in the market focusing on making the consumer feel like Zakeia; simple, radiant and unique.
The fashion hub showcases other brands known for their high sense of social responsibility; Hanzada Designs, a social enterprise that creates unique handmade pieces crafted by local handcrafts women and men to support underprivileged communities, while shedding the light on important causes such as Autism, ADHD, Breast Cancer, Mental Health and more. Today, Hanzada Designs supports over 2000 families’ education, health, and wellbeing annually, in addition to the beneficiaries of each cause accordingly. Also, Scarabaeus Sacer, an ethical sustainable advocacy brand that produces streetwear for men and women while raising awareness for social & environmental issues from the perspective of mental health. They also create up-cycled pieces using deadstock fabric locally sourced from factories around Egypt with no single-use plastic in their entire supply chain & their production facility which is certified by Fair Trade.
Posh Management brings you the opportunity to meet with the original creative heads behind your favorite brands including Reform Studio, Warped, Marwa Hamed, Hoopoe powered by ElNidaa, Shell Homage, Marah Handmade as well as Very Nile.
