2017 has introduced new clientele to local fashion scene: Farida Temraz

Nayera Yasser, dailynewsegypt.com

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Inspired by the gracious tales of her ancestors, she dives into history and surfaces back with daring silhouettes and intricate embroidery. The fashion historian is on a mission to bring back the victories of the past through a new medium. Her creations are stark glimpses of a glorious past and ambitious future. Surrounded by her …

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Surrounded by her works of art, she has marched confidently toward a large base of clients in Egypt as well as the much-respected runways of the world. As a marketing guru, she was the first to pack her dresses and aim for global participation. ...

How would you evaluate the past year?

2017 was a good and bad year. On a positive side, it brought new clientele. Those who used to travel in order to get the latest international fashion were for the first time encouraged to look for local alternatives. When they took the leap, they were met with the standards they regularly seek which made them contemplate a long-term relationship.

With the devaluation of the pound and the current economic changes, we have also found a new set of clients willing to experiment. During the past year, I have dealt with foreign clients, who travelled all the way to Egypt for affordable alternatives.

This unwanted change has actually created some sort of public diplomacy, which brought different cultures and societies together. It is a newly-discovered soft power; local designers are currently introducing our country on a whole new level.

However, this has also created a bigger challenge. As artistic ambassadors, we need to be up for this task, to properly represent our country through good quality and very high standards.

On the other hand, with the currency devaluation, the possibility of going abroad is becoming more difficult. Personally, I used to take part in international fashion weeks during February and September. However, last year, I preferred to create a marketing campaign for my T-Denim collection rather than travel with it.

I believe in fashion’s ability to represent this country abroad. Therefore, I am eager and willing to give back through my brand as well as the university workshops that I currently organise at the American University in Cairo in order to grow a new generation of fashion designers. ...