August 27, 2024

For this editorial, the watchword was : textures. We wanted to use them to create emotion, both in the choice of clothes and in body and facial expression. Our starting point and inspiration was the famous haute couture house: Schiaparelli, known for its provocative and avant-garde collections. This brand is famous for its use of surrealism in its work, the use of screaming colors like its Shocking Rose, as well as its unconventional and eccentric use of clothing. We therefore sought to convey this play of textures (the house's trademark) in a black and white universe in order to denote the traditional rococo style. This idea thus made it possible to transcribe a more refined, more mysterious atmosphere. The use of a hat accompanied by a scarf is a clear nod to this house that greatly inspired the work of the designer Mahmoud Saad for this editorial, in partnership with a designer already recognized in the world of oriental design for his edgy, rococo style: Kojak. Mahmoud opted for a fairly voluminous style, counterbalanced by embroidery, the presence of a veil in order to bring a part of lightness to the proposal but also a part of mystery and textures. This production was for me a way to show once again, to those who do not know it, a modern, visionary and very artistic Egypt, which honors its reputation as a beacon of the Middle East.