After much anticipation, Egypt’s top fashionistas occupied the modern new island MANGO has just established in the heart of City Stars, Cairo. After discovering the new store, the crowd excitedly gathered around the in-store runway, in order to get the first glimpse of autumn’s trends.
Supermodel Tara Emad strutted down the runway in a retro grey cape and modern denim shorts. The intriguing combination only kicked off a wave of admiring comments and endless number of flash flickers.
Egypt’s most prominent models followed Emad on the runway, showcasing a unique autumn collection that celebrated the glamorous ‘70s. This trunk show was only a fraction of the eventful opening of MANGO’s biggest store in Egypt.
Due to its increasing popularity in Egypt, Retail Group decided that it was time to capitalise on the brand’s presence. The new store will incubate men’s and children’s fashion for the first time in Egypt. The island is also set to harbour the newly introduced brand “Violeta”, which offers a wider range of sizes.
“What makes this store special is the fact that it is the first of its kind in Egypt in terms of the never before seen size of women’s fashion, the women’s section alone is three times as big as the former store, and it also displays men and kids fashion,” said Ali Al-Sharif, Vice President of Al-Hokair Group, who made sure to be among the crowd during the event.
The trunk show was followed by another to introduce the latest collection of eveningwear, which also included both men and women. The two shows were styled by local stylist Sara Abu Lela and directed by designer Deana Shaaban. Meanwhile, none other but the original Pace e Luce was in charge of the beauty magic.
As for the garments, the audience was certainly bedazzled with an excessive amount of sophistication and elegance that reinterpreted the much loved ‘70s glam. “This store is up to date with Spain. People will find a huge collection with things for every member in the family,” said Al-Sharif.
The men’s collection was highly welcomed by the crowds, who have been waiting for the line’s availability for quite some time.
“In my opinion, and based on the fashion shows I regularly attend in Spain, I can say that the collection’s evolution is very impressive, and it will certainly appeal to the Egyptian market. I know that men in Egypt are very fashion oriented and much updated. Based on the primary signs; the men’s collection was mostly sold out before the official opening,” said Al-Sharif.
While everyone was keen to mingle and meet all the present influencers and insiders from the media, fashion and film industry, IRG delighted the audience with their catering.
Regardless of the huge crowd, Al-Sharif still wished for something bigger. “If it was my choice, I would have invited everyone in Egypt to this opening. MANGO is for everyone; it is a trendy brand for anyone who loves fashion that is why we wanted something more massive. Hopefully we will host a bigger event for the upcoming store opening.”
This flagship store is the sixth member in the growing family of MANGO branches in Egypt. MANGO is present in Mall of Arabia in 6th of October City, Cairo Festival City Mall, Sun City Mall, Mohandessin, and Hurghada.
Both the men’s and children’s collections are set to further spread across Egypt as they will not be restricted to the City Stars branch. “We are capitalising on the stores in Cairo Festival City Mall and Mall of Arabia to include men and kids. Also we will be opening an inclusive store in Mall of Egypt,” Al-Sharif said.
As for the newly created sub-brand Violeta, Al-Sharif confirmed that it is created to reach more fashion lovers. “We are currently searching for a face for Violeta. Violeta is not about age or size; it is a product of MANGO with a bigger range of sizes that goes up to 52. It represents a trendy look,” said Al-Sharif.
In conclusion of one extra-ordinary event organised by none other than brilliant PR agency Ego Communicate, Al-Sharif best described the importance of the night stating “We are presenting a new format of MANGO with kids and men. Mango is no longer the 200M women store; the collection is much bigger now, with greater options and accessories.”