"There wasn't support for emerging designers until now," was commonly echoed among everyone that Ahram Online interviewed regarding the upcoming Cairo Fashion Festival on Friday 16 November.

Bashayar Events had organised a graphic design competition, but this will be the first, though not their last, fashion-related event.

One of the organisers, Omar Madkour says "We want to get Cairo in the fashion loop and make it a fashion destination.

"Only about two – three per cent in Egypt actually follow fashion trends. The market is huge, but it's not effective. That's why they [designers] don't have opportunities. Nor enough funds, support from the government or sponsors to go overseas to show their designs. Maybe they do a showroom or atelier but they need to show their collections outside, like Elie Saab, Fayrouz, Safwat Hegazi, etc. We are working hard to accomplish this."

How? Firstly, with much pre-event publicity, including attractive short videos on the Cairo Fashion Festival. Secondly, by pulling together buyers, sellers, designers and a wide public all in one place through the event.

So far there are roughly 20 confirmed participants from Jordan, Lebanon, Tunisia, the UAE and, of course, Egyptians whether, they be independent designers or come from a local design school. L’Oreal, Sara Hegazy and Souq Fashion are among the sponsors.

Some of the designers that will present their designs include: Deana Shaaban, Nesma Helmy, Sara Hegazy, Şirin Arafa, Karmah Sabry and Zeina, Yasmine El Said and Abayology (yes, Abayas!)

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Sahara Collection offers all of the necessary basics but with an embellishment that makes them stand out.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Sara Hegazy: Spring summer 2013 collection is inspired by the painting the Girl with the Pearl Earring. She wants to set a new summer trend. She considers each of her designs a unique Masterpiece and only makes one.

 

 

 

 

 

 

Deana Shaaban has an inherently natural way of designing and the end product is highly natural. She plans to start off with daytime pret a porter and end on a dramatic note with evening wear.

 

 

 

 

 

Şirin Arafa seems to go for ethnic-chic.

 

 

 

 

 

 

 

Abaylogy, well, as creative as Abayas can get and still be an Abaya.

 

 

 

 

 

 

 

 

 

 

 

 

 

Yasmin El Said offers a starkly different, outside-of-Egypt look, preferring the sexiness of short leather skirts studded with deliberate arabasque patterns.She plans on featuring 12 looks down the runway.

 

 

 

 

 

Yasmin says about the Cairo Fashion Festival "Yes, it's good publicity and you get to meet the other local designers. I thought it would be a good way to promote my brand through the first fashion festival in Cairo."