For the second consecutive year, Egypt has been invited to participate in the International Fashion Showcase, in collaboration with London Fashion Week 2017. This year’s theme is Local/Global and Egypt is the only Arab country participating, with a show curated by Susan Sabet, founder and editor-in-chief of Pashion magazine, and one of the top 500 most influential people in the fashion industry according to the Business of Fashion. Entitled, “100% Egyptian Cotton,” all the work in the show will include Egyptian cotton provided for the showcase by Sahara by Shahira Fawzy. Way to go, Egypt.
Running from the 17th of February through to the 21st at Somerset House in London, the showcase is a series of curated fashion shows by 25 countries invited to participate in a show that aims to flesh out the subtleties of each country’s culture through a fusion of art and fashion. The aim is to translate each specific culture and their intricacies into a global language.
Specially commissioned and curated by fashion industry legends, the exhibition is quite elaborate, made of 15 rooms - each room will be transformed entirely to fit the country’s theme. This year it is presented by Mercedes Benz and organised by the British Council, British Fashion Council. and Mercedes-Benz. The main Egyptian sponsor of the event, however is CIB.
Chosen to represent Egypt this year are 6 of Egypt’s coolest emerging designers. Presenting womenswear are Norine Farah who has been on the rise since her work got her noticed by Tiffany’s New York Fashion Week competition in 2015; and Maram Abou El Enein who was also invited to attend last year with her trendy ready-to-wear brand Maram.
Participating with designer jewellery are Reem Jano, who was invited to participate in the IFS last year; and Sabry Marouf, the designer duo, Ahmed Sabry and Daki Marouf, who presented their aesthetically progressive jewellery and handbag designs at last year’s IFS as well. Also participating this year is smash hit handbag brand, Okhtein who just launched their Autumn 2017 line featuring Egyptian sweetheart Tara Emad. Last but not least, Nour Omar of Marsuma is returning to the IFS this year with a collection of painted textiles.
A collaborative showcase, the designers will work together to exhibit what Egyptian culture is through the blending of their various media, and what’s better than Egyptian cotton to be a representative symbol of Egyptian culture, especially in the international context.
“I am so excited to be taking part of the International Fashion Showcase 2017. I am so proud of the work we've done together as a team, representing our country and proudly using the Egyptian cotton flower as the theme and inspiration for our work this year. I think we have a very good chance of winning this year, as our ideas and overall concept are strong and solid, and the designers have given it their all this year,” says Nour Omar of Marsuma Designs.