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Desert Shooting In Cairo, Egypt

There are tons of brilliant fashion brands coming out of Egypt. While in Cairo last month I teamed up with Flare PR, who represent Egyptian brands the likes of Jude Benhalim, Dina Shaker and Jazzy for a desert inspired shoot at Wadi Rum. Check out the photos and learn more about the brands below…

The burgeoning fashion and beauty industries in the Middle East are becoming an international power, and with them, massively successful Middle Eastern bloggers and photographers have begun to enjoy many of the same perks as their Western counterparts. Not to mention brands the likes of Okhtein, a range of old-Egypt inspired handbags created by sisters Aya and Munaz Abdel Raouf, which have been worn by the likes of Emma Watson, Kris Jenner, Emma Roberts and more.

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Originally from Egypt, I’ve grown up in London for most of my life, and with a strong cultural heritage I very much enjoy repping local brands, often rocking and re-imagining them in different ways, thanks to my Western influences. I previously shot with photographer Aisha Shabrawy on the streets of Cairo wearing Amina K (check out my piece for Refinery29 on what I learned shooting street style in an Arab country.)

Indeed, Egypt has long been at the forefront of the world’s cultural scenes, I have only to look at the pictures my grandparent’s have painstakingly kept, or listen to their stories, to imagine the extent to which this might be the case. And despite the fact that Egypt, and the Arab world in general, have been going through somewhat turbulent times as of late, out of turbulence often comes beauty, and I’ve been privy to some of the incredible work that’s been coming out of the region, in particular when it comes to creative endeavours like fashion

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I teamed up with Cairo based fashion PR agency Flare PR who brought together a group of extremely talented Egyptian designers with a team of Egyptian stylists and photographers to produce a super fun shoot with myself as the face. It was a boiling day in Wadi Degla but I, as always, super enjoyed posing for the camera, lols.

We put together pieces including blazers by The King’s Mother, handbags by Gamila, sunglasses by Jazzy, jewellery by Jude Benhalim as well as some gorgeous ready-to-wear by Dina Shaker. The shoot was picked up by Elle Arabia, check out their coverage here. 

About The Brands…

Jude Benhalim – One of my favourite brands to come out of Cairo in recent years. Blending traditional Egyptian jewellery techniques like Arabic calligraphy and merging it with a modern approach by doing things like using abstract geometric shapes and colourful stones, the brand is a super cool mix of old and new and I absolutely love their statement pieces. Check out an interview with the designer on Harper’s Bazaar Arabia here.

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Dina Shaker – Stocked in Egypt, Dubai and the UK, Dina Shaker has reimagined ‘modest’ fashion with her gorgeous ready-to-wear offerings. With her background in fine arts, Dina plays with details, textures, proportions and shapes resulting in some seriously gorgeous pieces. I absolutely love the all-white ensemble I wore here, from her latest collection.

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The King’s Mother – Launched just last year, The King’s Mother is a contemporary women’s blazer brand which aims to merge the classic and modern. Inspired by couture menswear, the brand elevates the classic blazer by  juxtaposing quality fabrics, techniques and embroidery. It’s stocked on the likes of Wolf & Badger in the UK, too.

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Gamila – Sourcing the finest leather from around the globe, Egypt based handbag brand Gamila have some seriously gorgeous offerings. I particularly love the handle bags I wear in these photos. Check out their website here and instagram here.

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Jazzy – You can never have too many sunglasses. Jazzy have some super cool offerings. With a wide variety of shapes, colours and etc, there’s basically something for everything.  Check out their website here and Instagram here.

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Check out my tips on shooting street style in an Arab country here. 

Photography by Hady Ashraf and Marwan Morsy

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What do you think? Let me know in the comments below!

Follow me on Instagram @MoorizZLA 

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