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Route Cairo Paris: a window for local talents at PFW - Daily News Egypt

Route Cairo Paris: a window for local talents at PFW

Paris is not only the city of lights; it is also the city of fashion, couture, and many high-end tycoons. Last week, the global fashion industry had its sight directed towards the glamorous city for the latest fall/winter trends, as many brands graced the runway with their latest collection during Paris Fashion Week (PFW). That …


Paris is not only the city of lights; it is also the city of fashion, couture, and many high-end tycoons. Last week, the global fashion industry had its sight directed towards the glamorous city for the latest fall/winter trends, as many brands graced the runway with their latest collection during Paris Fashion Week (PFW).

That said, local forces Maison Pyramide and Pop-Up Shop, along with the Egyptian embassy in Paris, joined efforts to provide a platform for local fashion talents to take part during the fiesta.

Photo handout to DNE
Photo handout to DNE

“Route Cairo Paris” is a dedicated exhibition that gave many local talents an opportunity to meet a global audience at PFW. The exhibition is by far the first of its kind as it supported 13 different brands to expand internationally.

Selected brands varied between apparel, jewellery, accessories, and home accessories.

“The main goal of this endeavour is to raise awareness and increase the visibility of Egyptian brands,” said Maria S. Muñoz, managing partner at Maison Pyramide, adding that “there is so much talent in Egypt that is just waiting for its moment to see the light, and now is the moment.”

The exhibition, which is also supported by the Egyptian embassy’s Commercial Office and Cultural Center, took place on the sideline of PFW, which drew an iconic selection of fashion professionals and specialised media to the French capital.

Photo handout to DNE
Photo handout to DNE

“The Pop-Up Shop is essentially a marriage-like union between business and art. With backgrounds in export, retail, and development, the partners—who are two renowned artists—vowed to work closely with designers and artisans to grow with them in Egypt and abroad,” said Laila Helaly, partner at Pop-Up Shop.

According to Helaly the local industry is rich with many startup talents that are ready to participate in the global scene. Meanwhile, the ladies behind Pop-Up Shop aim to constantly provide support and guidance whenever needed.

The four-day exhibition featured a cohesive selection of designers including By Jazzy, Rafik Zaki Designs, and Avalanche along with Mix & Match in the apparel segment. Meanwhile, accessory and jewellery designers such as Djewelled, Sandbox, Maha Al Sagheer, Monalissa, and Tollie Design were also present.

As for the home accessories category, Malaika Linens, TICA’S, EHEM, and Candle Connection showcased their latest collections.

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https://dailynewsegypt.com/2017/03/09/route-cairo-paris-window-local-talents-pfw/
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