Egypt Independent

Glitz and glam: Fashion night in Giza an opportunity for designers

Cairo celebrated a second night of beauty and glam Saturday in a festive evening of fashion at First Mall in Giza, with hundreds flocking to the venue from 6 pm and into the late hours of the night.

The fashion extravaganza aimed to attract customers to the mall by hosting mini-events at various stores and outlets, including High Tea at Tiffany’s, a Bulgari charity event and a cocktail party hosted by the French ambassador. There was also an interview with legendary jewelry guru Azza Fahmy, as well as a chance to win a special piece from the jeweler’s collection.

Baraka Optics celebrated the event with a discount from 7 pm to 9 pm on selected eyewear brands, and 20 people won pink gold bracelets from Sabry Maarouf Bijoux’s Ultima collection.

Many stores during the event promised customers a special gift for purchases of more than LE5,000, while others offered sneak peeks at their latest collections and champagne.

Designer Deana Shaaban offered clients the chance to model in a vintage photo shoot, in addition to giveaways with purchases.

But the main event of the night was a fashion show featuring the mall’s best items, the latest collections by Egyptian designers and an exclusive selection of evening gowns by designer Hani El Behairy. The show featured items from Amina K, Boho Sharky, Shaaban, Sabry Maarouf Bijoux, Nazeeka, Tanis, the Pink Powder Room and El Horreya.

The event attracted hundreds, as well as creating awareness about some of Egypt’s best fashion designers and jewelers in a festive and glamorous extravaganza.

Designer Sarah Sameh, co-founder of the Chou n Sue brand, says the evening was enjoyable, but could have been better attended.

“The event provided good exposure for many of the designers but, unfortunately, not many people showed up for the fashion gala,” Sameh says.

Despite this, and a feeling that buyers could have been more enthusiastic, she says Chou n Sue had a good night. “I sold two jackets to two Italian clients,” she says.

Shaaban was also positive about the evening and the opportunity to meet new designers and clients.

“My head pieces were a hit,” says Shaaban, who also took the opportunity to sell many of her ready-to-wear items from previous collections at discounted prices. “I also received several orders for evening gowns.”

This piece was originally published in Egypt Independent’s weekly print edition.