The U.S. Embassy in Cairo is sponsoring the second iteration of its ATX-EGY program to leverage the strengths in Egypt's and Austin, Texas' design sectors and build cultural bridges between the United States and Egypt.
In December 2021, eleven Egyptian fashion entrepreneurs participated in a training bootcamp in Texas at the Austin Community College Fashion Incubator, and attended Austin Fashion Week. They also showcased their products in a "pop-up shop" that was sponsored in part by U.S. clothing retail giant Macy's.
The Egyptian entrepreneurs travel to the United States and interaction with the fashion world of Austin built on their participation in a 16-week training on fashion management and entrepreneurship, delivered virtually in partnership with the Austin Community College Fashion Incubator.
These activities have created strong connections between U.S. and Egyptian fashion professionals and are helping them expand their design horizons and marketing savvy to boost their businesses.
The final phase of ATX-EGY II will come this May, when Austin-based designers will visit Egypt to further solidify relationships, build new connections, and experience the rich Egyptian fashion and cultural scene.
The U.S. Embassy in Cairo is conducting this program in partnership with the City of Austin Economic Development Department, Austin Community College, and Ghada El Tanawy, founder and CEO of Egypt's online fashion rental platform, La Reina.
Egypt Today met with the Egyptian fashion designers who narrated what they actually learned from this unique experience.
Before we started our interview US embassy’s cultural attaché Rachel Leslie welcomed the Egyptian fashion designers, praising their participation in ATX-EGY program.
“This is the second round of ATX-EGY, which connects fashion experts and creative designers from the US and Egypt” recounted Chargé d'Affaires of the US Embassy in Cairo Nicole Champagne to Egypt Today.
Champagne added that US always supports stakeholders in Egypt’s creative economy, describing it as “a space with huge potential.
Chargé d'Affaires of the US Embassy in Cairo elaborated that the US embassy has a vast history pertaining to supporting the promising entrepreneurship sector, small businesses and startups in Egypt.
“We have made loans to almost 5 million small projects, strengthening businesses through mentorship, incubators and accelerators” Champagne said.
Egyptian fashion designer and founder of Nine and Beyond brand Sara Toulan said that the program was well executed.
Nine and Beyond latest collection caters for women's needs for comfortable wear that adapts to changes in lifestyle like country's lockdown due to the pandemic.
The collection is pregnancy friendly and nursing friendly and is made of soft and stretchy fabrics.
“ Our participation in the program was so fruitful because of the helpfulness of all stakeholders in Austin” Toulan said to Egypt Today.
The Egyptian fashion designers assured that Austin was extremely welcoming, young and hip.
Egyptian fashion entrepreneur and owner of Camicie brand Maha el Azm said to Egypt Today that the main aim of the program was to visit Texas and participate in the fashion week.
“ Also the main highlight of the program was to know each other more as fashion designers, sharing interests and experiences ” El Azm recounted.
El Azm added that the program has dual benefit.
“The first benefit of the program was educational ont which was attained through workshops, and the second was to enhance our capabilities and broaden our perspective on the ground in Austin” El Azm recounted.
Established in 2015, Camicie is an Egyptian ready-to-wear label merging the contemporary and classic worlds together .
El Azm added that Camicie is committed to enhancing women's femininity in the Middle East, by supporting them to feel comfortable in their own skin, figuratively and literally.
Camicie offers quality ready-to-wear apparel that suits all women leading a modest lifestyle, using designs that are original and fabrics that are locally sourced.
“Participating in ATX-EGY program helped to develop our mindsets and how we manage and enhance our startups” El Azm added.
El Azm further elaborated that culture exchange programs like ATX-EGY are very crucial because Egyptian fashion designers are working now to revive the fashion scene in Egypt, which was historically always present, and now starts to boom.
Ghada El-Tanawy explained that although the Egyptian fashion designers displayed different products, the designs on the catwalk looked relevant each other despite carrying different ideas.
El Tanawy added that the 11 Egyptian fashion designers displayed a diverse range of their products in US that is why ATX-EGY II program will help to support Egypt's thriving creative economy, promotes economic growth, and generate jobs in Egypt.
Egyptian fashion designer Areej founder of AJ design said to Egypt Today that the Egyptian fashion entrepreneurs create pieces for those who want to stand out, but literally everyone stood out including leather products, bridal wear, Nubian outfit, maternity wear.
“ We saw how the US market responded to out Egyptian fashion products and we have learned a lot from this program” Areej added.
Pertaining to the Egyptian fashion designers next steps, Sara Fouda from South Studio elaborated that they all know where they stand and how they can compete.
“American people admired much the diversity of our Egyptian products, I myself produce hip designs, I knew that I can go beyond local production” Fouda recounted.
If there is a word that would describe South Studio, it's "Boho Chic".
“We have always been obsessed with the idea of finding special pieces when it comes to picking clothes, special pieces that are not worn by many, that you just see once or twice yet they instantly capture your eyes. And over the years, we have found ourselves chasing after pieces that define comfort and tribal at the same time. I guess at some point we thought that we would rather make our own special pieces than look for them, and that's when we started the journey of finding both the perfect design and the fabrics that will compliment it” Fouda explained.
The Egyptian fashion entrepreneurs agreed that the expansion plan is one of their main next steps in addition to displaying their products online through e-commerce.
Hend Akid founder of Orkadi brand said to Egypt Today that people are still fascinated by the designs that carry aspects of history or culture, and it also appeals to younger generations.
Hend Akid, whose brand Orkadi is inspired from Nubian culture, said that the concept is still catchy and interesting provided that the right combination is made, so that the products are trendy and stylish while adding the edge of an idea or a story from history or culture.
One of the the positive outcomes of ATX program is that Akid’s brand Orkadi for artistic scarves cooperated with Austin designer League of Rebels to produce a limited edition of products by both sides that will be exhibited in July.
“Orkadi” collection inspiration comes from south Egypt ‘Nubia' where we are trying to revive our heritage and culture in a very artistic and fashionable way, keeping with you a piece of Art” Akid explained.
Sara Toulan explained that the true inspiration behind her brand was her desire to make comfy and stylish outfits when she was pregnant, as she saw how the Egyptian market lacked that type of outfits.
“My goal was to help women feel good about themselves and support them during pregnancy with uplifting designs that they can still use and wear after giving birth, thus providing an element of sustainability,” Sara Toulan explained.
The Egyptian designers said that they noticed the American customer prefer practicality and easy-to-wear outfits.
They search for different and unique outfit while maintaining practicality and functionality.
The Egyptian fashion entrepreneurs that among the 200 applicants to the program, the green aspect was important for just a few, but such element will be vital in the selection process in the future.
Maha El-Azm said that the high cost of environment friendly element is a key factor behind
“In my collection, I used small upcycled items made from scraps and leftovers. These items were so costly, that is why customers must bear in mind that these items are unique and not easy to make, so a price difference is thus justified. So, a certain mindset is still needed,” El Azm said.
The Egyptian fashion designers explained that ATX program is conseidered a turning point in their professional career because it gave them the chance to introduce their products in US markets.
The program also helped the fashion entrepreneurs to get feedback from American consumers and manufacturers, and to gain vast experience from dealing with internationally acclaimed fashion designers.
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