Courtesy of TRESemme
As a leading beauty brand, TRESemmé wants to give women the confidence to walk two inches taller every day.
The foundation of artistry evolved from the magical country in the northeast corner of Africa, Egypt. From the stucco-coated limestone bust of Queen Nefertiti to the beauty secrets of Cleopatra, Egypt has a well-established relationship with fashion and art. To celebrate this, Tresemmé launched a fashion competition in partnership with the country’s El Gouna film festival last year, shining a spotlight on local designers. The seed of the competition was planted when actor and TRESemmé ambassador Jamila Awad wore one of the winner’s designs to the closing ceremony of El Gouna last year. A year later, dozens of designers sent in sketches of red-carpet dresses for an exclusive chance to be showcased at the El Gouna Fashion Avenue in the Tresemme boutique. Awad and fashion designer Norine Farah picked five designers to be displayed at the festival. The lucky designers are Menna Ahmed Kamel, Caroline Maged, Aya Shahin, Naglaa Tohamy, and Youssef Tawakol.
Menna Ahmed Kamel began her journey as a designer at the age of 16, teaching herself different techniques and styles. Her design is a contrasting hi-low gown with blue stripes and yellow panels, and if she succeeds, Kamel wishes to launch her own label.
Caroline Maged created a unique architecturally inspired purple dress with a tight corset and fabric layered out to create a Cinderella-like image. She aims to raise awareness of fashion in Egypt.
Aya Shahin has been pursuing design courses and fashion internships for the last few years with the aim of working in the industry. Her structured monochrome silhouette includes bold shoulders, embroidered mesh material, and a detailed neckline.
Naglaa Tohamy is currently a PhD researcher but her true passion is fashion, having worked alongside international Lebanese designers for 18 years. Tohamy’s distinctive design features an embellished corset with a feather-detailed skirt and a long trail.
Youssef Tawakol’s family nicknamed her “the littlest designer” when she was five years old. She’s designed her friends’ prom dresses, and now for El Gouna, she created a stunning blue mesh material dress with a tight bodysuit and backward-falling draping.
Originally published in the October 2019 issue of Vogue Arabia
Read Next: Founder and Soprano Zeina Barhoum on the Third Annual Amman Opera Festival
