Flair Magazine When FLARE PR, the international agency based in Cairo wanted to represent their impressive roster of menswear talent, they looked to Egypt’s hospitality tycoon Ayman Baky. The businessman is renowned for his nightlife hits and lately for his dashing style to boost. So their matchup made perfect sense. Representing Egyptian emerging menswear talents, the stylish photo shoot was captured by the lens of high-end Milan-based photographer Amr Ezzeldinn at Baky’s getaway house in North Coast Alexandria.
Ayman Baky is a namesake in Cairo’s hospitality and nightlife industries, family man and socialite. His latest excursions ‘Kazoku’ and ‘Sachi’ won him two prizes including ‘Best Restaurant’ in Egypt at the Luxury Lifestyle 2016 Awards in Dubai gaining him regional exposure. Besides his accomplishments as a businessman, Baky is well known among elites to be a grounded family man whose love and passion for his work has always been a driving force for his success.
It has always been Baky’s dream to put Egypt on the map; he wanted to step up as a role model for Egyptians growing up in the same industry by developing a strong business experience through his numerous ventures. One of the reasons he agreed to be the face of this shoot is to inspire others not just in the F&B industry but in all industries to keep thriving to raise Egypt’s name amongst the world. Baky recommends, “Believe in your dreams. Follow them and fight for them. Have the patience and endurance to survive the journey, especially with the obstacles and hurdles you will face in this country.”
The story follows a day in the life of a modern day gentleman. A man whose success and style resound through his lifestyle – through a series of images, portraying his luxurious and notorious persona. The hero of this shoot epitomises a man that seeks confidence and style by highlighting the elegance of the brands featured in a sartorially intriguing abstraction.
FLARE PR brought together a number of Men’s RTW and accessories Egyptian luxury brands and eyewear boutique with the intent of cross promoting them and endorsed by a successful and renowned Egyptian as the face of the project. Brands included are HUWA Design, Hoxton House, Sams, Moscova Store and Baraka Optics. The result is an original interpretation of class with the brands breathing artistic and avant-garde spirit.
HUWA, founded in 2017, has been able to successfully penetrate in the already competitive men’s fashion market. The company was built around the idea to create symbolic pieces of men’s accessories, which can be incorporated in their casual and business attire, to style them with elegance and distinctive touch.
Malak El Ezzawy, founder of Hoxton House has opened up a shop to cater to all the style-minded men of Egypt, the designer now creates for the aspiring gents what she’s already been doing for the female fashion scene for the better part of a decade.
The world has always been admiring Egyptian cotton; Moscova decided to step up and get the Egyptian cotton back in the fashion game merging it with the stunning Italian designs, both marvellous trademarks created MOSCOVA-STORE; online store selling casual and classic shirts for men.
SAMS is an Egyptian luxury leather footwear brand for men. The brand promises genuine leather goods that are manufactured at the highest quality and are classic designs that are a staple in any man’s wardrobe.
Baraka have grown from their initial whole sale business focusing on optics to operate in all of optical, fashion, jewellery, furniture and construction industries. As an Egyptian born business, they have expanded their presence beyond Egypt to operate a total of 13 brands and up to 100 stores in Egypt, the GCC and East Africa.
