Flair Magazine It is the era of homegrown designers! We’re all for it because it’s about time they caught the spotlight. While formerly fashion boutiques in Egypt would only showcase international brands, we’re seeing more of them feature local brands today. Some brands are even exclusively featuring Egyptian designers, and we have to admit that they’re stealing the show. And rightfully so. Here are Egypt’s hottest online fashion boutiques and our picks from them…
If you’re looking for trendy fashion items in a variety of price points, Hana Goes Local is worth your time. Having had her own clothing line locally produced in Cairo, socialite Hana El Awadi saw for herself how hard it is for local brands to get noticed. In that spirit, she wanted to support local brands on social media and get their products noticed as a way of giving back to the community. As the hashtag #HanaGoesLocal got more attention, she partnered up with Dalia Kersha and Manal Aboudaoud to create a platform that now has over 80 brands and a 1000+ products for you to shop from. “Egypt has a lot of talent and we believe in local! Whether it is a start-up or an established brand we want to give them the best platform to showcase their local artisanal work and craftsmanship to the rest of the world. We are also very proud to be able to include NGO’s on our platform,” Hana told us.
Recommended purchase: Les Miniatures’ black Multiway Fleurette bag
A pioneer in the online fashion industry, Style Treasure has unique finds that you won’t see anywhere else online. “I believe that the trust that people have for us puts us in a good position. Commercial trust takes years to build up, especially when your shop is online,” co-founder Mona Afifi told us. Along with co-founder Sherifa Mahmoud, Mona saw several gorgeous budding brands – all homegrown – and decided Style Treasure was worth the gamble. At the time in 2008, most boutiques were only interested in stocking big international brands but they believed in the local brands and were sure that if they were presented in the right light, they will instantly take off. “We wanted to show off these brands on an e-commerce platform not at a physical boutique because we wanted the world to see (and shop) Egypt’s talent,” Mona said.
Recommended purchase: The Stylist’s Lisa Drape Wrap Dress in red
A game-changer in online fashion retail, the newly launched MITCHA promotes a new culture for the fashion scene in Egypt. Founder and CEO Hilda Louca told us, “The campaign message, #MITCHAisYOU is all about being yourself and staying true to your identity no matter what your style is.” She explained that she has a dedicated team of fashion-forward buyers, stylists and editors constantly scouring the fashion landscape for real talents and collaborating to bring a unique and curated shopping experience. MITCHA caters to customers with a modern, selective taste who are proud of Egyptian heritage and craftsmanship, and can’t bear to sacrifice quality.
Recommended purchase: Metallic Jumpsuit by The Sahara Collection
With an eagerness to shine light on Egypt’s true value and resources, Sheyaka is all about familiarizing people around the world with the potential, creativity, and great quality that Egyptians have to offer. After seeing a huge gap in the marketplace for innovative, quality pieces in Egypt, two ambitious and determined sisters, Lena and Youssra El Ghor, created Sheyaka which respectively translates into “Chic” in Arabic slang. “We decided to solely focus on Egyptian designers in 2017 when we sought out a gap in the marketplace all around the world for a platform that provides everything from fashion to home accessories and everything in between. Sheyaka is simply the local vault for Egypt’s finest designers that also delivers worldwide,” Youssra told us.
Recommended purchase: Bamboo Handle Clutch by HL Designs
