According to the world’s most prominent fashion experts, September is the new year of the fashion calendar. It is the peak time when trends emerge and designers fight for survival. The significant month gains its importance from the respectable line of international fashion weeks. From New York to London and Paris, every year the industry’s top capitals introduce their top-tier designers in mesmerising shows.
The SS17 season witnessed many buzz-worthy milestones, including the invention of a new see now-buy now formula that gave average consumers and loyal clients complete control over the presented garments.
History was also made at New York Fashion Week (NYFW) when Indonesian designer Anniesa Hasibuan showcased a modest collection using a complete line-up of veiled models.
With that said, the local industry achieved a few milestones of its own, as multiple Egyptian designers managed to take a prominent part in the international events.
Home-grown menswear brand Live On Top (LO) led the parade with a simplistic fashion show in the heart of NYC. The brand, which launched locally less than a year ago, showcased a collection of sophisticated suits. According to the founder, Khaled Obbeya, NYFW has always been on the brand’s short-term calendar as they believe in the universal reach of fashion.
“We have received amazing feedback. Many of the attendees told us that they were absolutely surprised to see how far the Egyptian industry has come and how it could fairly compete with the world’s top labels,” said Obbeya.
The label is designed in Italy and manufactured in Turkey as the management seeks international standards of quality and addresses men of taste everywhere around the globe.
A few days later, Egypt’s success in New York continued with Farida Temraz’s “Rise of the Pharaoh”. Temraz, who is not a stranger to international events, became the first local couture designer to take part in the official NYFW.
Her collection drew direct inspiration from the country’s pharaonic heritage while staying true to her elaborate embroidery and sexy silhouettes. As the models walked down the runway drenched in hand-stitched details and pearls, Om Kalthoum’s voice serenaded the crowd back to Egypt.
It was not long until Temraz scored another milestone, as American Crime’s Angelique Rivera wore a stunning red and white dress to the 2016 Emmy Awards only a few days after the show. Even though these were not the designer’s first steps on a Hollywood red carpet, this special appearance is another first added to the local industry’s long list of recent achievements.
Temraza by Temraz is one of the country’s top labels that educated the local market about the great potential in Egyptian designers, while putting Egypt on the international fashion map. Temraza has already tapped the SAG awards, as well as the prestigious Oscars.
On the other side of the world, local accessory label, Okhtein, has artistically represented Egypt at London Fashion Week (LFW). A couple of couture designers have already ventured into LFW before; however, Okhtein by the Abdelraouf sisters is the first accessory label to take part in the fashion showcase.
Aya and Mounaz Abdelraouf depend on art and craftsmanship to redefine accessories. Their long list of clients and admirers already includes a few international stars, such as Emma Watson. In a short period of time, Okhtein has proven that local production and craftsmanship can truly compete internationally, when guided correctly.
With September 2016 being a month that will later be remembered as the beginning of a new era in the local industry, November is also set to introduce an important participation in the World Fashion Week Paris. The event is set to harbour 40 shows from 50 different countries and for the first time, Egypt is set to be one of them.
Local designer, Norine Farah, will be taking her daring cuts and signature bustier to Paris in order to represent Egypt in the next big fashion event.
Locally, Farah has recently broken conventional boundaries and attracted a large segment of women, who were bored of traditional couture. Meanwhile, the designer has taken a step towards international markets as she participated in Tiffany’s fashion week in New York earlier last year.