For the first time in Egypt, women’s fashions draw on artworks to create innovative designs. Young fashion designer Bardees Ahmed Gamal has teamed up with artist Ashraf Reda, a professor in the School of Fine Arts, to produce new fashions modelled after his paintings.
Ms Gamal says she was attracted to Dr Reda’s works for their exceptional vitality and brightness which call to mind Egyptian folklore; his style has been labelled by art critics as abstract Egyptian.
The new fashion has been selling well in Egypt, Ms Gamal says, even though many see the designs as rather bold. “To be honest,” she says, “my designs have sold better in the Arab Gulf States and in Europe. But sales in Egypt are growing and show very good potential. This makes me very happy.”
10 May 2016