Photographer Bassam Allam and luxury bag brand Okhtein have just created pure magic for Vogue Arabia. Shooting in an Ottoman era building and featuring regional designers such as Azza Fahmy, Kojak, and Amr Saad, as well as Egyptian model Tara Emad, the Okhtein shoot manages to showcase Egyptian heritage through contemporary fashion image. No wonder this is backed by the #thisisegypt campaign and the Ministry of Tourism.

With the boom in the Egyptian fashion scene, it is nice to see that we are realising that our culture and its aesthetic is what will set our region’s industry apart from the West’s; a very appreciated divergence from our tendency to just blindly recreate western trends about two years too late.

It seems that this is just the prelude to our growing fashion industry and it is about time we see work of this standard so frequently. 

Check out the shoot below:

Shoot by Maison Pyramide
Photography and Art Direction: Bassam Allam
Model: Tara Emad
Styling: Lorand Lajos
Makeup: Mahmoud Rashad
Hair: Toi Beauty Salon
Production: Maison Pyramide

Location: Beit Al Suhaimy, Cairo, Egypt