By Farida Raafat
The revolution has touched all of us. It spurred on this immense amount of national pride and creativity. Riding on this wave are the ladies behind House of Egypt.
House of Egypt is the banner under which eight talented Egyptians designer are joint together to collaborate to bring you a truly unique Egyptian product.
Their products are set to spread over different mediums: from apparel to jewelry, to leather goods and home accessories! These ladies have goals in minds; to support our beloved country and help prop it on the international scene. The designs come to us from Amina K, Aya home textiles, Malak El Ezzay, Azza Fahmy, El Horreya, Nana's Closet and Rimal.
IFW was able to catch up with some of the ladies of House of Egypt. Aya Akel from Aya home, Malak El Ezzawy, Nadia Zarkani from Nuniz and Reem Mansour from Rimal let you in on what what they hope to achieve with House of Egypt.
IFW: What was your source of inspiration for starting house of Egypt?
Malak: Several things actually. Unity and support, as individual designers with our own styles coming together to support each other and appear as one stronger united fashion front rather than individuals.
Egyptian workforce, basically the people behind each designer. When the revolution happened we were all cutting down on expenses and costs, however, we all decided that the one thing we can't cut back on is our team. We wanted to create awareness of the men and women behind our work, to encourage people to buy Egyptian products in support of the workers.
One other thing was the concern for our brands. Most of us have only been in the business for a couple of years, we didn't want to lose everything we have worked so hard on. Many people aren't aware of the amount of effort, work and hours that go into our collections, we all had to go through a lot to establish and grow our brands. We didn't want all that to go to waste.
Nadia: We are a group of designers who work and produce in Egypt. We all have full running workshops and employ full time staff. When the uprising in Egypt started, we thought about joining forces and ideas to support each other through this volatile period.
IFW: Who came up with the idea of joining forces for House of Egypt?
Aya: I think it was a collaboration of many of us put together, but to me honest Nadia Zarkani was the first one who decided to get talking with each of us. She called each one of us and joined force with Viviene Abdel Massih, whom we had already met through the IMC initiative.
Nadia: Me:) But the idea comes from all of us.
IFW: As it is a new concept, describe what you wish House of Egypt will achieve?
Reem: Placing Egyptian designers and craftsmen on the international map of fashion and creativity.
Nadia: Part of the aim of House of Egypt is to establish a label or brand that carries products that reflect us as a group and as individuals. It is also a label that will support other local that designers that may not have the funds to produce. Supporting local craftsmanship through the products of House of Egypt ensures that fine workmanship does not disappear in Egypt.
IFW: How have the current political events inspired you as a designer?
Nadia: We feel that now is the time to put Egypt designers on the map. Egypt proved to the world that we know what freedom is and that we are willing to fight for it. We have earned a new found respect. It is the time to show the world that even as designers we have broken free from the stereotypes linked to "bazaar" design.
Aya: I think it has inspired every designer in some way or another. That is what I love about these current events, music, art has evolved over the past few months. On my side, I decided to focus on the future generation of babies as it is what we are fighting for. I have created a baby terry cloth with " Ana masry" written on it and "Ana masreya" in Arabic.
Reem: More creativity and boldness in coming up with unique concepts. Thinking outside the box.
IFW: Is there a personal message that you would like your designs to portray?
Reem: Liberation and transparency
Nadia: Quality and creativity
Malak: All our collaborative products, the first being the " Helwa ya balady" canvas bag - that the eight designers work on together- portray our unity as Egyptian designers with the support of our workforce.
IFW: Where do you draw your designs inspiration from? Traditions? Customs?
Aya: My inspiration comes from everywhere. I could be walking in the streets and something clicks. I could be in El Azhar looking for material and I get an idea. It depends where you are and what mood you are in.
Reem: Environment, heritage, customs, traditions and minimal concepts.
Nadia: Inspiration is everywhere! It is opening your eyes to your environment and looking for aspects that can be incorporated into your product.
IFW: Do you think in time Egypt will be competing on an international level?
Malak: I believe we are getting there. We are definitely much closer that we were a few years back with all the young devoted designers. One of our greater objectives is to better place Egypt on the international fashion map, it won't be easy but we will give it our best shot as individual designers and as united fashion front.
Nadia: Definitely
Aya: I would like to believe so. I think we have many artistic and creative people in Egypt. We just need tuning in our PR and how the way to introduce ourselves. I do believe that this revolution has put on the map.
Reem: I think Egypt is already competing internationally in design and quality.
IFW: Please sum up House of Egypt in a few words.
Aya: Creative, unique and one entity.
Malak: United, creative and ambitious
Nadia: The umbrella under which Egyptian modern design can be developed to represent modern Egypt.