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et FeatureExpandingDesignHorizonsThe ATX-EGY program works tobuild cultural bridges betweenEgypt and the US.By Angy Essam32 FEBRUARY-MARCH 2022
Feature etThe U.S. Embassy in Cairo is sponsoring the seconditeration of its ATX-EGY program to leveragethe strengths in Egypt’s and Austin, Texas’design sectors and build cultural bridges betweenthe United States and Egypt.Eleven Egyptian fashion entrepreneurs recently participatedin a training bootcamp in Texas at the Austin CommunityCollege Fashion Incubator, and attended AustinFashion Week. They also showcased their products in a“pop-up shop” that was sponsored in part by US clothingretail giant Macy’s.The Egyptian entrepreneurs’ trip to the United Statesand their interaction with the fashion world of Austin builton their participation in a 16-week training on fashionmanagement and entrepreneurship, delivered virtually inpartnership with the Austin Community College FashionIncubator.These activities have created strong connections betweenU.S. and Egyptian fashion professionals and are helpingthem expand their design horizons and marketing savvy toboost their businesses.The final phase of ATX-EGY II will come this May, whenAustin-based designers will visit Egypt to further solidify relationships,build new connections, and experience the richEgyptian fashion and cultural scene.The U.S. Embassy in Cairo is conducting this program inpartnership with the City of Austin Economic DevelopmentDepartment, Austin Community College, and Ghada ElTanawy, founder and CEO of Egypt’s online fashion rentalplatform La Reina.“This is the second round of ATX-EGY, which connectsfashion experts and creative designers from the US andEgypt” recounted Chargé d’Affaires of the US Embassy inCairo Nicole Champagne to Egypt Today, noting that theUS always supports stakeholders in Egypt’s creative economy,describing it as “a space with huge potential.She elaborated that the US Embassy has a vast historywhen it comes to supporting the promising entrepreneur-FEBRUARY-MARCH 202233
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