On the 15th of February 2015, Cairo-based City Stars mall witnessed an unprecedented event, as dstore hosted a stunning trunk show to showcase its internationally remarkable brands. The event was exclusively attended by the city’s top influencers, socialites, and media men.
Commenting on this unusual event, Jailan Elrihany, Marketing Manager of the dstore, said “I thought of doing something in collaboration with different entities like kriss and Ego communicate, which are greatly familiar with the retail business. I thought of having a fashion show bringing all brands together, and this is the main theme of our fashion show today.”
With a series of upbeat tunes played by the renowned DJ Khaled Hussein, the show made an unusual start to entertain its high profile guests. To further warm the hearts of the guests, the talented violinist, Ahmed Mokhtar, performed his unique contemporary symphony. The fashion show opened at 09:30 with stylists Maissa and Sahar Azab displaying their extraordinary penchant for combining a number of dstore’s world renowned brands, such as Burberry, Ferragamo, Just Cavalli, Phillip Plein and Tods to be showcased on the catwalk, with an incredible variety of both female and male outfits.
The Fashion show included both casual and formal outfits. For women, colors varied between shinning purples and classy blacks. Animal prints, which is never out of fashion, made their presence in this show through leggings and scarves. Blue was the dominant color for male outfits, from jeans shirts and pants to dark blue blazers and electric blue coats.
Nayrouz Abou Zeid, the Managing Director of EGOCOMM, a dynamic Public Relation Agency in Egypt, unveiled that ”dstore management contacted us and suggested doing something different to promote their store. They had an idea of organizing a trunk show and asked us if it can be possible, and we said, let’s do it! And now, we have a runway in the middle of the store!”
“Our main challenge was to bring dstore’s different brands together and mix and match them.” said, Maissa Azab, the art director and the stylist who organized this fashion show, along with Sahar Azab. Maissa added that the catwalk was a very nice experience especially that its cozy design makes it really different.
Speaking of the extraordinary hair styles and makeup done by the reputable Kriss Beauty Saloon, Karim Kamal, the Operation Manager, pointed out “I want to be the cherry on the top. dstore and EGOCOMM were really generous to let us partner in this fashion crime.”
During this overwhelming event, Freesia had also the chance to meet a number of fashion icons including the talented jewelry designer Menna Khalil, Azzam the Bag Designer behind Zam Bags, and the stunning Fashion Designer Deana Shaaban
, as well as the young talented Fashion designer Farida Temraza
Speaking of the perfectly-organized show, “it’s tricky to put a whole catwalk inside the store, it was a little bit of a struggle but it turned out very nice by the end” said Laila Woodard, Media Relations Manager at EGOCOMM, excitedly.
Thanks to such Egyptian initiatives bringing the fashion community from national and international backgrounds all together, Egypt’s contemporary fashion arts can knock each and every door of the public audience and more importantly, keep up with customers’ expectations. Don’t miss having your own fashionable experience and adding your own tastes to these amazing outfits!
Photography: Shahira El Sayed