Aug 1

Aug 1 Super Couture and the Evolution of Egyptian Fashion

Never underestimate the power of collaboration.

Anicee Gohar photographed by Hady Ashraf & Marwan Morsy for Flare PR on location at Fresh Food Market.

Radical is an online platform based in Cairo, Egypt. We address topics pertaining to art, fashion, music, movies and improvisation. We speak candidly about the creative process and the struggles that accompany it.

In recent years and with the constant bombardment of social media, finding new and innovative creative work has become increasingly difficult.

As a result many have turned to another strong and at times overlooked tool to elevate any brand, concept, idea or vision. This is the undeniable impact of collaboration.

Flare PR is a Cairo based, international PR agency, which specializes in fashion, beauty and lifestyle brands, aiming to help raise their global awareness and online reach. Founded by Ingy Yousri Ismail in 2016 after 11 years work experience in fashion PR in London, Milan and Florence.

This editorial shoot combines the work of Egyptian high-end couture and accessories brands Norine Farah, Rafik Zaki, Vivian Moawad, Sadafa, Reem Jano, Hayden & Co., Suki Designs, VNTG Sunglasses and Salem Alta Moda, featuring Egyptian French model and TV presenter Anicee Gohar in a vivid series shot on location at local gourmet food and ingredients hub Fresh Food Market.

The shoot follows the story of a girl encapsulated in a quirky and refined supermarket space, having just escaped an extravagant party. The contrast of lavish attire versus grungy gourmet backdrops, allows for an intriguing aesthetic that makes the images and all the elements included in them stand out.

The idea that one brand can generate enough hype on its own in order to gather a loyal and consistent following has essentially died out; new labels whether in fashion or under the greater design umbrella need to make use of reach generated through working with others who share similar goals and interests.

This shoot is a perfect example of highlighting each designer's strength through compelling photographs in a unique location while utilising memorable aesthetics.