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Archives for category: Up & Coming

Yesterday I passed by the Amina K. SS13 collection launch in Zamalek and I was impressed.  As soon as you spot the location you’ll find an array of colorful clay pots (2olal) welcoming you to the cute Zamalek nook.  Then you find yourself walking through a zen-like cobblestone passageway to enter the wovenshreds boutique.  The boutique itself was well thought out with the first room displaying the stunning turquoise woven bamboo wall with a mannequin sporting a floral & colorblock look, another wall with pictures of SS13 lookbook modeled by Tara Emad and the final wall displaying the colorful woven clutches.  Then the racks of clothing begin…


The clothes themselves are comfy, cool and classic Amina K.  You’ll find many comfy pants, jumpsuits and maxi dresses in different silhouettes and prints coming in cotton and linen with woven accents.  The cool pieces have to be the biker vests and jackets with a woven back, which can be worn either zipped up or open for a more comfy and loose look.  The classic Amina K.’s are the many shirt and cardigan options whether colorblocked or floral coming in popping colors. 

 Here are the pics I took to share with you!


These are my favorite looks from the SS13 lookbook.


Today is the last day to check out the Boutique experience in Zamalek.  You have til 9PM and I say it is worth the trip.  

Location: 5 Sheikh el Marsafy Street, Ground Floor, Zamalek

It has been a while I have written something, a long while. I know. But for some reason I was feeling uninspired. That is no longer the case and I am back again! 

Here in Egypt, to be very honest, there are lots of people that start to design or style but very few are truly talented and have the creative eye and a sense of style to create something new and inspiring.  But with that said, I want to bring your attention to an Egyptian girl with great style and crafty hands.  A girl with true potential and her name is Farah El Sayed.  She studied fashion design in London but found her true calling in styling.  I first saw her work a couple of months ago but was lucky enough to spend the day with her last week and she is adorable, sweet and fun but more importantly she understands how to create art through fashion.  I want to share with you some of her previous work so you can get inspired and understand what I mean by creating art through fashion.  

Farah, thanks for bringing back the hope in me that talents will arise, it just takes longer than usual but I guess that just makes finding someone new even sweeter. 

I can't wait to see what you'll do next! 

Styling: Farah El Sayed

Photography: Batool Al Daawi

Model: Noor El Sayed


Salma El Sayed, Asma El Husseini and Basma El Bittar are the brains behind 3al Canvas – an up and coming creative brand with an original name. These three art majors and friends introduced Cairo to the brand with a collection of beach bags, but this is only the beginning.  After talking to Asma, one of the founders, she shared with me their interesting ideas moving forward from creating beach mats to pillows in fun prints to t-shirts with artistic slogans and illustrations. 

The collection of beach bags already launched, are not your ordinary plastic beach bags that your mother used to carry Banana Boat sunscreen in or that you see all over the place in floral prints, but canvas bags printed with different fashion illustrations drawn by each of the founders. From the varied collection one can detect a sense of youthfulness while maintaining an air of femininity. They are approximately 40cmx40cm with colorful trims and bright inside linings. The one feature in particular that makes these bags even more to die for, are the chunky ropes handles.  Manufactured locally at Masna3 Lotfy, the quality is unmatched and carries the proud 100% made in Egypt.

Here are our favorites!

The bags will soon be available on style-treasure.com & are also available at Art Café in Maadi.

3al Canvas on Facebook

The Mowafi’s and their network of websites under the MO4 brand name have just launched an online shopping site, Greater Than Fashion.  They describe the website as “this isn’t just a store. It’s a lifestyle. This isn’t just fashion. This is Greater Than Fashion.”  Knowing the boys’ and their womenswear buyer Bosaina II’s style, you can expect the online retailer to sell trendy brands with a younger following such as Mink Pink, Jeremy Scott x Addidas, Crookes & Castles and many more. 

After surfing the website, I appreciate that they are catering to the younger/trendy market here in Egypt and also focusing on men which most local retailers don’t do.  My favorite part of the website is that they do carry brands that no one else does, brands that I am not aware of, but would love to shop.  But then, I got a bit confused as to why they are stocking clothing from commercial stores such as ASOS, Bloomingdales and American Apparel.

I also found the navigation from page to page difficult, slow and not very user friendly.  When I clicked Waiting For the Sun and found 4 glasses and then had to click to view more and then on that page I don’t have the option to view all, I got a bit annoyed.  Yes, I get that is more page views for the website but it is really annoying for the shopper.  Despite my comments, I am aware this is the store’s soft launch and that cooler stock will come in and they will fix their technical issues. 

PS. Greater Than Fashion team, I am personally really looking forward to trendy home accessories!

Now I have to share with you my shopping wish list and then some of the things I find super cool for men! 

Amina K.’s SS12 launch event was yesterday and here is my review.  I loved that the venue was laid back and not an uptight runway with annoying bleacher like seats.  The tables were decorated with threads found throughout the theme of the collection campaign, which I fell in love with when I first saw it in January.  The back wall at Left Bank was taken over by the designer for a mini shop ‘n shop. 

The collection was colorful with lots of floral prints and newly introduced silhouettes.  Most of the slouchy jersey was accented by gold woven cotton trims. My favorites have to be the multi-layered shirts and the flirty blouses. You can never not notice the ease and flexibility of the Amina K. brand and her clothing.  Overall, one of her best collections yet! 

Below are the pics of the event. Mabrouk Amina!!

Last week, I went to visit my great friend and amazing designer, Dina Said of Nana’s Closet, after two months of being too ‘busy’.  To my surprise and extreme excitement, she created a brand new workspace that I had to share with you. 

While sitting on her old bed discussing her latest designs or the random fashion inspirations we come across will always remain to hold great memories, we now have a new place for our au courant memories.  The soft and simple space is white, a blank palette with no distractions.  Keeping it smooth and clean helps the impressive clothes the designer creates speak for themselves.  The little details all over the space read Dina Said and Nana’s Closet, from the trunk from Mexico turned into a table to her grandmother’s vintage water flask.  Now I know where I want to spend my days off.

Congratulations Dina!!!

To get in touch with the designer, email Dina at info@nanascloseteg.com.

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