For two consecutive nights, Cairo’s Fashion Night brought to the central Zamalek neighborhood the worldwide movement that was started in New York two years ago by Vogue’s Editor-in-Chief Anna Wintour.
Over 36 stores and brands displayed their latest collection, opening their doors to guests and clients with extended hours to celebrate and promote the local fashion scene. The result was considerable and tangible.
Stores such as the jewelers Azza Fahmy had guests spilling out from the overcrowded store onto the sidewalk. Launching their new Pharoanic Collection the first night, pieces were snapped up quickly. The excitement was palpable as teenagers and older women shopped, perused items and mingling with others out for the night.
At Villa Babushka, the boutique located in an old villa on Ismail Mohamed Street which sells both local and international furniture and clothes brands, hosted a fashion show. Nola Cupcakes were being distributed around Zamalek and many designers with no established shop location set up their goods in the Designers’ Lounge, a make shift pop up store which was located in a former art gallery on Aboul Feda Street.
The Designers’ Lounge hosted eight brands including Air Marin Accessories, P.E.G. by O!, Celine Daoud, Sabry Bijoux, Lina Chawky jewelry, Sarah Georges handbags, Suzy Wadin fashion brand and Bourjwah.
Susan Sabet, editor-in-chief of Pashion Magazine, organized the event, citing the need to encourage the local design industries from production to retail.
“The reaction was very positive,” said Sabit, “Many people rediscovered the neighborhood of Zamalek for its density of stores which were discovered for the first time by a lot of people.”
The reaction by store owners and vendors was also good, reflected in turnout and sales. Many are now eager for repeating the event next year as a way of exposing their businesses and expanding their client base.
Horse carriage rides were arranged to transport guests from store to store in Zamalek. There was karaoke taking place in Amuse, and along with other related events, they helped to give the two nights a bit of spirit. The novelty of the event overall certainly caused a lot of buzz amongst eager fashion fans.
Whether the event will expand and grow in terms of its scope next year is yet to be determined but for the time being, an initiative focusing on the present creativity and productivity of the design scene was interesting, if only to remind boutique owners and designers that politics aside, Egyptians still do enjoy the finer things in life.
