Experience finalists; which is a unique scouting project developed by Cairo Festival City Mall (CFCM) in collaboration with Vogue Italia, captivate Milan Fashion Week with their displayed collections at VogueRama; complementing Cairo Festival City Mall’s strategy to empower the fashion industry, and highlight Egyptian artistic talents in the international scene. Vogue Italia’s “VougeRama”, which took place from September 22 to 23, gave the three finalists the chance to express their unique fashion designs, as well as the one thing they all had in common: showcasing and shedding light on emerging Egyptian talents internationally.
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Heba Abdallah, Head of Marketing at Cairo Festival City Mall, said: “We are privileged to be empowering and enabling the emerging Egyptian designers to showcase their creativity to the world, and promote Egypt as a growing and promising fashion destination worldwide. Cairo Fashion Experience has drawn hundreds of brilliant fashion enthusiasts, who have shown a strong desire to take their talents to an international level. The participating fashion designers were shortlisted to our very own three remarkable finalists who were positioned among niche and international fashion brands; in Milan Fashion Week and will have a display at Festival Avenue; Egypt’s upcoming hottest premier fashion destination in Cairo Festival City Mall.”
She further commented: “With over 45,000 square annexed to Cairo Festival City Mall, by 2023 Al-Futtaim Group will be inaugurating “Festival Avenue”. It is bound to be Egypt’s ultimate fashion forward destination, and the leading retail address and commercial center point in the MENA region, aiming to deliver exceptional retail, and recreational environments for our customers.”
Sara Sozzani Maino, Educational and Scouting Initiatives Advisor at Vogue Italia said, “Egypt has been the land of art and since the oldest of times. Starting from the Pharaohs, whose art, literature and knowledge are still impressive until now, to the modern days with variety of Egyptian artists and designers who represent the beauty of the Egyptian identity skillfully. Presenting the Egyptian talents at Milan Fashion Week is a proof of Egypt’s uniqueness and creativity and we are proud to be mentoring such talented designers.
Cairo Fashion Experience journey started when the participant’s applications were submitted to be evaluated by Vogue Italia. A short list of ten finalists were then presented in front of a jury of experts and the jury selected three of them as the first, second and third placed, considering their level of innovation and style, and also the sustainability of the collection. The three finalists had the chance to attend panel discussions and workshop hosted by Sara Sozzani and Okhtein and were mentored and enlightened by Vogue Italia team and designer Marco Rambaldi in Milan. Moreover, the finalists exhibited their collections, during the Milan Fashion Week, within Vogue Italia event. Eventually, the three finalists will also display their collection at Festival Avenue, the new luxury expansion of Cairo Festival City Mall (CFC Mall), through a pop-up display dedicated to their collections.
It is worth noting that Festival Avenue will soon to take Cairo Festival City Mall’s celebratory experience to the next level of luxury and fashion. Festival Avenue will be introducing a series of first-to-the-market luxury men’s and women’s fashion brands together with jewelry and watch brands that will call the Avenue their first address in Egypt. Festival Avenue will also offer an entertainment destination for all ages and an assortment of restaurants with indoor and alfresco outdoor seating.
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