Business Today Egypt | October – November 2023, Special Edition

Egypt: An Open Fashion Show
Egypt’s rich history, grand architecture and
vibrant colors position it as a favorable location
for haute-couture brands to come and showcase
their latest collections. In the past few months,
Egypt hosted different global fashion shows, enriching
the international portfolio of the Egyptian
tourism sector.
In October 2022, Italian fashion guru Stefano
Ricci celebrated his brand’s 50th anniversary in
front of the fascinating Hatshepsut Temple in
Deir el-Bahari, Luxor. More than 1,000 guests,
including celebrities and public figures, attended
the event. The event’s high-end organization,
international participation, and the fact
that it was live streamed brought about free publicity
through the promotional show.
The snowball effect of the Stefano Ricci show
resulted in similar events. Later in December,
Christian Dior hosted its 75th anniversary
in front of the Giza Pyramids to reveal their fall
collection. The jaw-dropping event had over
800 guests, along with foreign media, celebrities,
and both Egyptian and foreign public figures.
For months to follow, global social media
platforms buzzed with footage and commentary
posts from the Dior event in the iconic location
of the Giza plateau.
Choosing Egypt as a destination for big fashion
names to showcase their collections encouraged
other brand names, celebrities, and artists
to follow suit. On August 10, 2023, renowned
Filipino fashion designer Michael Cinco made
his Egypt debut in the New Alamein Festival.
Cinco’s collection, “The Impalpable Dream of
Egypt,” was heavily inspired by Ancient Egyptian
designs and historical illustrations. Much like
the other shows, it hosted multiple national and
international public figures and garnered mass
media coverage.
These marketing campaigns leveraged Egypt’s
capability to host such events, and the social me-
48 November 2023 www.businesstodayegypt.com