Trends
Hot, Young, & on the Rise
By Hend Seif El Din
Amina Khalil–Amina K.
Amina Khalil is an Egyptian fashion designer, born and raised in Egypt. She studied fashion design and marketing in London. Amina K was founded in 2009; the brand is dedicated to and inspired by Egypt. Aiming to use Egyptian resources in its details, fabric, and workmanship. Production is carried out in local workshops, mostly handmade, allowing Amina K. to pay close attention to details and always adding a personal touch. The collections express a lot about the character and vision of Amina K. as a designer. Egyptian garments, textiles & culture are the brand’s main inspiration. Amina K. believes that there are endless possibilities for one to create original shapes and looks that have not been experimented with before. Garments are designed to be mixed, matched and layered together. Collections are exclusive and limited. By combining traditional Egyptian silhouettes and giving them a modern Western twist Amina K. aims at introducing a new style.
Her latest SS14 collection, Lawrence of Arabia, is filled with beautiful, flowing chiffons and intricate details, that every woman will undoubtedly enjoy. Inspired by the film, her collection is a harmonious fusion between the Middle East and the West.
W: www.aminak.net
Boutique: 11 A Hassan Sabry St, Zamalek. Degla Center. First Floor.
T: (+2) 01277037546
Mariam Elias–PARADOXIA
Mariam Elias worked as an art reviewer in various local newspapers and magazines. She wrote her first book “ Thawret El Loool: Chats with Young Egyptian Artists” about the generation of local artists born in the 1980’s. She has studied in the Décor department of the Faculty of Fine Arts at Helwan University with a specialization in “Design for Theatre and Cinema”. She also holds a B.A in “Mass Communication & Journalism from the American University Of Cairo and a master in “World Heritage & Cultural Management” from Turin University. She also designed the set & costume for a few of plays. Through her new design label “ Paradoxia,” Elias continues to work with her passion for art history through designing furniture. Paradoxia is an Egyptian multidisciplinary design label that aims to promote history of design and the heritage of artisanship through redesigning iconic furniture, mixing various schools of design, the reuse of a craft or modernizing antiques with new concepts of today’s vision to produce a paradoxical art piece. Each collection has a different theme that aims to document history of design in a specific era, look through the heritage of a certain region, re-examine modern designers or challenge the function of our day to day props. Paradoxia is eco-friendly not only because it aims to reproduce secondhand objects, but also its brand new products are painted with water base colors that are not harmful to the environment. Paradoxia aims also to provide a platform for other local young designers, and promote history of design through its newsletter.
Visit paradoxia’s corner inside Terraco’s showroom at 63 el Horraya St., Heliopolis, Cairo
Facebook: Paradoxia
T:01206543942
Coterique: Coterie + Boutique
Coterie |ˈkōtərē; ˌkōtəˈrē|
A small group of people with shared interests or tastes, esp. one that is exclusive of other people
Boutique |boōˈtēk|
1 a small store selling fashionable clothes or accessories.
2 a business that serves a sophisticated or specialized clientele
The dynamic duo behind this incredible website are Dana Khater and Zein Fahmy, who met at AUC via VITRINA (an AUC fashion magazine, founded by Dana). Dana started the company and was incubated at flat6labs which is where they got the seed round of funding. She later asked Zein to come on as a partner to lead the creative direction while she focused on strategy. Zein has experience in marketing, design, and worked at Mahally–her mother’s firm–in Designopolis.
Coterique curates, styles and sells high end designer fashion for the Middle East.
Coterique isn’t just about shopping- it’s a lens for women and men, everyday, to discover their best personal style and feel as good as they look. Coterique connects a fast-growing audience of users with content, commerce, and community, giving them everything they need to lead a more beautiful life- and share it with the world.
www.coterique.com
Deana Shaaban
The multi-talented designer , Deana Shaaban, established her own label in 2010 with a collection of authentic designs, inspired by textures and patterns adopted from various parts of the world (i.e. Egypt, Europe, Far East).
Shaaban’s every collection tells a tale of an infusion of cultures, while introducing an innovative approach to cut and design. Her signature style is a modern adaptation of a time where clothing dignified the beauty of a woman, making each piece wearable. The different lines produced by Deana Shaaban have attracted buyers who want to see themselves bridging the past with the future. It is no coincidence, therefore, that women from all walks of life have become instant fans of Deana Shaaban’s authenticity and attention to detail.
www.deanashaaban.com
Dina, May, Youssef, & Suha–Azza Fahmy Design Studio
Dina Dokmak, 3rd semester, From alexandria she commutes to the school for 6 hours everyday, She started doing jewelry in Alexandria since 2009 with brass going into exhibitions. She knew about the Aswan worskhop and she got interested to join the school from Facebook. Since she was young she liked to do hand crafts, she liked to do accessories. Favorite piece of jewelry: The necklace called Henna, its through the exhibition of Khan el Khalili, she saw a nubian lady drawing henna on a young girl’s hand so she got inspired by Henna Drawings 
and she decided to do a piece of jewelry to reflect that inspiration, something you can see through it.
May Wahdan, originally egyptian but then she was raised in the US her background is in interior design, she worked in it for 9 years. What inspired you to do jewelry, she always tries to find beauty in everyday options, she always find herself looking up and around. Piece of jewelry that she have made, a double ring thats connected to a bracelet and its in a design contest in Germany, in Berlin.
Youssef Karam, born and raised in Syrian, food and beverages business, coffee shop and bakery, spent 7 years working in the same field, came to Egypt and starting a new career over here, started to make accessories and furniture and it went well and after that went to a wax workshop in AFDS and liked the place and teachers so you were between opening his own workshop and studying here so he decided to spend the money here and learn.
Suha Ibrahim, Jordanian-Egyptian. Decided to join the art and design industry three years ago. Creating fine jewelry, accessories, very simple, first idea was to make one piece very exclusive, People would start to love the design so she decided to do more of them. Favorite piece of jewelry that you have done, the tree of life, its a pendant, this is what inspired her also to continue doing it more. Has a love for trees.
Noura Fouad & Hussein Osman–Frillu
Frillu is a customer centric fashion jewelry ecommerce retailer. By customer centric we mean that our customer satisfaction is our number one priority, this is achieved by providing an amazing product line combined with terrific prices and an unbeatable customer service.
Frillu started as a side project by the cofounder couple Noura Fouad and Hussein Osman. Coincedentally they complimented each other’s skills. Where Noura brings her passion for fashion and PR skills while Hussein brings his business and ecommerce acumen. Together they formed what is now known is frillu.com.
They also believe in giving back that’s why they collaborated with “Bracelets for a Cause” to sell bracelets that raise awareness for various causes and all the proceeds go to their respective charities.
Website: www.frillu.com
Instagram: @Frillucairo
Facebook: facebook.com/frillucairo
Twitter: @Frillucairo
Tumblr: Frillu.tumblr.com
Pinterest: Pinterest.com/frillu
Email: frillustore@gmail.com
Farah (Fufa) El Ashiry
Last October Fufa graduated from the Italian Fashion Academy in Cairo while still pursuing her BA in Integrated Marketing Communications at the American University in Cairo. She participated in fashion shows, attended a fashion course at Central Saint Martins’ in London, and still designs and makes dresses upon order. Fufa also established a workshop for herself, and is currently in the process of launching her very first clothing line and brand. It has always been a dream of hers to open up my own clothing boutique, showcasing dressy garments that are simply constructed yet reveal a unique twist and are still in the range of affordability. In her collection, she focuses on delivering such items using distinctive fabric and embroidery techniques. She believes that no matter how unreal and far a dream may feel, the most important thing is to get as close as possible to the reality. This can only be achieved through ambition, faith, dedication and a great deal of hard work.
Heba El Kaissy, The Kit–The Makeup Artist
Heba majored in Mass Communications (IMC) and minored in Buisness Administration, graduating from AUC in 2008. At first, she landed a job at the European Union, then shifted to NGOs for developmental projects, which ended up teaching her more than she expected; what she learned most was that no one should keep a job one is not passionate about,after all, artists don’t belong on desks.
No matter how much se tried to deny it, her hobby and interest ever since she was 15 years old was skin care. Everyone thought she was a maniac, but she only thought that she was a woman that early. Being a self-taught makeup artist and applying complimentary makeup for friends and family deeply encouraged her to take her talent to a different level…and, “The Kit” was born. It started out as just a Facebook page (The kit- The makeup artist), with daily beauty tips; thanks to the powerful tool of word of mouth, now she is following her dreams wherever they are taking me.
As part of her career enhancement, she recently joined the London College of Makeup in Dubai and thankfully she is officially an internationally certified makeup artist in beauty and theatrical makeup.
Throughout her experience, she has come to realize that her job is not only a service. It is an extremely intimate and fragile experience that one develops with mere strangers every single day of one’s life. This explains why she keep her Facebook, Instagram (@hebakc) and messages very personal and tailored to each individual.
For our readers, check out Heba’s beauty tips that slow down the hands of time:
1) Be comfortable in your skin: the only way to do that is to take very good care of your skin at an early age
2) Invest more in skincare than in makeup. Beautiful skin barely needs any makeup on.
3) Wear makeup that suits your face, not the type that suits the society.
Jude Benhalim–J’s Designs
Born out of her passion to create and experimental spirit, Libyan designer Jude Benhalim launched her jewelry line at the age of 18. Jude’s artistic background and Middle Eastern roots coupled with her inspiration by tradition and culture are the forces behind her distinctive creativity.
Her pieces are youthful yet also boast a touch of vintage appeal. The designer bridges Western boldness with 
Oriental geometric shapes and designs. They’re eccentric yet subtle, unique but familiar. “My stuff is simple and uncluttered, its value is in its concept.”
J’s designs products are sold through online-shopping websites, a Facebook page, and occasional international Exhibitions such as Eclat De Mode exhibition in Paris.
Jude’s work is inspired largely by the Nubian culture, evident through her use of geometrical shapes and straight lines. “My designs provide customers with an amalgamation of the tradition Egyptian style with a twist of modernity”. The materials used to create her pieces range from silver to brass to polyester (used to create the geometrical shapes).
J’s latest collection was heavily inspired by Nubian art and patterns. It uses brass and silver along with polyester plastic pieces to create Jude’s unique pieces. This collection is available on style-treasure.com, aura-b.com, Kaf Fatma store in Maadi and on J’s Facebook page.
Haidy Albert–Jenny Party Cake Maker
Prior to a year ago, Haidy was just like most of the women out there, stuck behind a desk, committed to a tedious job she did not particularly enjoy, and one that definitely froze her creativity.
Last year, she decided to follow her passion of baking and decorating. She was always fascinated by beautiful cakes, watched celebrity chefs design intricate wedding cakes, and played around in the kitchen a bit.
Nevertheless, she knew that in order to make this work, she needed to work hard to follow her dreams, so, she enrolled in the world-famous Wilton School of Cake Decorating & Confectionary Art, where she learned a plethora of techniques including gum paste flowers, models, icing techniques, layering, and many more!
She had the talent, and now she finally had the skills to turn her visions into a reality.
Using imported material, Haidy also used eco friendly tools, ensuring that creations are as healthy as can be!
Best known for her birthday cakes and engagement cakes, Haidy’s creations are truly pieces of art! To place an order, check out her Facebook page:
Facebook: https://www.facebook.com/groups/637053356345549/
Krstena Hanna–JOJA for Handmade Accessories
JOJA was created in 2011. The inspiration came to Krstena when she was faced with a plethora of materials while in Dubai. Being bored–and curious–she started playing around with the equipment, and to her surprise, she very quickly realized that she was–in fact–a very talented young lady.
So, the moment she landed back in Cairo, she started up her business, which started with a Facebook group, and took off very quickly.
Even though she uses various materials, including semi-precious stones and gold-and-silver plated metals, she absolutely loves working with pearls and mother of pearl, which–to her–are the epitome of elegance and promote inner peace.
While she is specialized in wedding accessories, she also creates trendy and fashionable accessories, based on popular demand. To place an order, you would need to contact her through her Facebook group, and she promises to deliver your pieces to you doorstep within a week. Can’t find something you absolutely love, JOJA also creates customized pieces, as long as you provide her with an image or a description.
Facebook: https://www.facebook.com/groups/joja.accessories/
Menna & Alia Abouzeid–Menna Abouzeid Designs
Menna Abouzeid has spent many years developing furniture pieces that represent the Egyptian identity. Spending a lot of time cruising around the old historical souks of Cairo walking through it’s charming alleys and having friendly conversations with it’s good old craftsmen has deepened her passion for her work. She mixes and matches different textiles from all over Egypt and the nearby orient to bring up unique pieces, each with it’s character and own story. Her work is handmade by passionate Egyptian craftsmen with love.
Along with her sister Alia Abouzeid, who is now also in charge of the product designs the company now is expanding and reaching out for more designs, which feed a cozy home.The company’s business concept is based on uplifting small to medium sized local workshops to produce Egyptian furniture pieces that meet the standards of the international market.
Working with over five different owner’s of workshops along with many local and oriental material suppliers allows them to create unique pieces each one carrying an element and story of our tradition.
Address: 9, 26 July Street Mohandessin,11412 Giza,Egypt
T:(Egypt) : +201007951149/
T:(Germany): +4917660961660
Nayrouz Abouzid: PR&Media Consultant/ Publisher & Editor in Chief/ TV Personality
Nayrouz Abouzid is currently the Publisher & Editor in Chief of Egypt’s Leading Entertainment magazine, Alter Ego, as well as the Founder of Ego Communicate, an integrated PR& Media agency based in Egypt. Having lived for 18 years in Rome, Italy,Nayrouz moved back to Egypt in 1999 where she received her Political Science degree from The American University in Cairo [majoring in International Relations/Political Philosophy]. After her 10 year career as a magazine owner and PR executive,Nayrouz decided it was time for a change of scenery and accepted a television offer by one of the largest networks in the Middle East, MBC Group. Alongside her husband, Nayrouz filmed a reality show which aimed to shed light on a ‘post-revolution’ Egyptian couple (aired in 2012 on MBC4).Ego Communicate and Alter Ego Magazine are part of Nayrouz‘s effort to provide sustainable platforms for start-up companies and brands in the region that need immediate exposure but don’t have the resources or the time ‘to get there’.
Twitter: @nayrouz_abouzid
Omar Elsahy– GM, Souq.com Egypt
Omar Elsahy became the General Manager of Souq.com Egypt in late 2012, bringing with him nearly a decade of digital and entrepreneurial experience that he gained by founding and managing several e-commerce platforms, outsourcing companies, in addition to exclusive retail distribution of the Ice-Watch brand. “The Internet and particularly social media have transformed traditional thinking about customer engagement,” said Elsahy. “Our approach today is not only based on providing our customers with the immediate gratification of their shopping needs – providing the products and services that they want to buy now – but also requires that we develop the appropriate social engagement platform that excites, entertains and drives interactivity between us and our customers so that we build long-term, meaningful relationships that underpin our success.”
Souq.com is the largest ecommerce site in the Arab world and the top shopping destination for Egyptians. Today, Souq.com attracts 23 million webpage visits per month and has 6.2 million registered users. It offers the widest selection of products in over 15 categories – from electronic gadgets to baby diapers – in a combined retail and marketplace model.
Elsahy’s successful tenure at Souq.com Egypt is undoubtedly a result of his extensive experience in the dotcom and ecommerce business worlds, which he developed through his leadership positions with business ventures both in Egypt and the United States, including Co-founder and CEO of E Group Corp, a US-based global customer contact center with operations in Egypt; Co-founder and CEO of Dealwaty.com, a high-end luxury daily deal website; and Founder and CEO of Odezy.com, a design-inspired private online boutique shopping club. He has also held a number of business consulting and government advisory roles in Egypt and the United States since 2005.
Omar Elsahy’s dotcom experience and strong business acumen has contributed to Souq.com Egypt’s current phase of impressive growth. In addition to overseeing Souq.com’s strategy in Egypt, Omar has helped introduce several successful initiatives into the Egyptian market including Souq.com’s new mobile shopping app and its exclusive new tablet, QTAB. Omar is also responsible for the expansion of the Souq.com Egypt team, as required by the rapid growth achieved throughout last year. Today, Souq.com ranks 34 in Alexa’s list of most visited websites in Egypt, and is looking forward to continued success and growth with Omar Elsahy at the helm.
Shahira Zaki & Nazly Abou Seif–Photo Boutique
Photo Boutique is a photography studio owned and operated by Shahira Zaki and Nazly Abou Seif. The studio was created in April 2010. It’s an idea inspired by the dynamic duo, having passions in different areas Shahira (photography) Nazly (videography and film editing) so they decided to combine both talents into one project.
The studio provides a full service: They have our amazing make-up artist Soraya Shawky to prepare the client for the photo shoot, Shahira to capture/edit the images and Nazly to film/edit fashion films and behind the scenes videos.
Photo Boutique has a comprehensive approach to every shoot. It starts by discussing the brief with the designer, and then they team handles it all from there. So whether it’s an editorial or a lookbook shoot, we apply everything for the client from the casting, hair, make-up to locations, concept, photography, videography and editing.
Mainly, Photo Boutique specializes in fashion photography but its services vary from fashion shoots, commercial product shots, professional headshots, glamour/make-over shots, model portfolios to baby, family, couples, mothers-to-be, bachelor/bachelorette and post wedding shots. Photo Boutique offers them all.
The team is dedicated to providing their clients with an enjoyable photography experience and a guaranteed outcome.
Sama Eissa–Sama
Sama is a ready-to-wear line of feminine and glamorous cocktail dresses. Inspired by vintage silhouettes and soft fabrics, Sama is delicately made for the quintessential urban romantic.
Sama Eissa graduated from AUC with a degree in Political Science. She went on to work at the United Nations Development Program (UNDP) but with a deep-rooted passion for fashion, she decided to simultaneously pursue her design diploma in a joint program with the Institututo di Moda Burgo from the Fashion Design Center in Egypt.
It’s been her dream ever since she was a little girl, as she takes “fashion very seriously,” believing that they way “we dress should reflect our soul; it’s a statement of who we are.”
Still mixing politics and fashion, Sama is currently completing a Master’s degree in Global Affairs at AUC, while writing as a fashion journalist for Al Ahram English Online. She is also an avid blogger of all things fashion/style related.
The first capsule collection by Sama was launched in early 2013.
E: samaeissafashion@gmail.com
Twitter: twitter.com/samaeissa
Facebook: https://www.facebook.com/samaeissafashion
Soraya Shawky
Upon graduating from the DEO German school in Egypt, she hoped she could travel to Germany and study fine arts. Her first hobby was painting and so she thought becoming a painter was her dream job.
Life took a different turn and she ended up graduating with a Bachelor degree in Accounting and Finance!
During her college years she started her first job at the age of 16 with Egyptian Fashion designer Amir Moustafa in “69” shops and here is where her admiration to fashion began! I again thought that becoming a fashion designer is all she wanted so she saved up for years and travelled to Berlin to study Fashion design in ESMOD Fashion School. Her experience in Berlin made her realize that she didn’t like fashion designing at all and so she travelled back to Egypt only to discover her true calling a few years later in make up.
It all began at the end of 2009 when Nazly abou Seif and Shahira Zaki suggested opening a fashion photography studio named “Photoboutique” and that she should become their exclusive make up artist! With the motivation of her dad and the enthusiasm she saw in Nazly and Shahira she began buying make up and started working right away without taking courses anywhere!
Yes, she is a self-taught make up artist and she spend hours every day till late watching YouTube tutorials. She bought seven books that I read in less than a month and practiced a lot!
Having a 14-year-resume, it is very difficult to list down everything, but it was definitely one crazy ride and she couldn’t be happier to be where I am right now!
She’s been teaching make-up for about three years now. It’s an intensive basic class for beginners that anyone can apply for.
In 2013 she was hired by L’Oreal to shoot their make up tutorials, soon to be out on You Tube.
She has also been chosen as their official make up artist in Egypt and their spokesperson for the launch of their latest collection L’or Sunset .
She’s currently teaching make up in Barcelona , and finished her Master’s degree in make up, hair artistry and special effects. She’s worked with–and met– a lot of make up gurus from M.A.C, L’Oreal, Dior, Make up Forever and special effects pros from the Spanish film industry.
W: http://www.sorayashawky.com
E: makeup@sorayashawky.com
0 comments