- Title: Egyptian designer nominated for World Fashion Week
- Date: 29th September 2016
- Summary: CAIRO, EGYPT (SEPTEMBER 27, 2016) (REUTERS) VARIOUS OF FASHION DESIGNER, NORINE FARAH, WORKING ON A BEADED DRESS IN STUDIO (SOUNDBITE) (Arabic) FASHION DESIGNER, NORINE FARAH, SAYING: "I built my website about eight months ago, I get emails through the website; and one day, three months ago, I got an email from World Fashion Week saying that I had been nominated to represent Egypt at Paris. I got really excited, and started looking more into it, I found myself a sponsor and now I will go." VARIOUS OF FARAH'S DRESSES (SOUNDBITE) (Arabic) FASHION DESIGNER, NORINE FARAH, SAYING: "I'm very happy that I'm travelling and that I get to show people abroad that Egyptians have good taste and style and we can do something that's big and that's good, and that it's not just the image they see on television, but there's also lots of other people like us." VARIOUS OF FARAH WORKING ON DRESS FARAH LOOKING THROUGH DRESSES ON RACK (SOUNDBITE) (Arabic) FASHION DESIGNER, NORINE FARAH, SAYING: "And I keep asking him if I should do something, then he tells me we cannot, but then I insist just to see how it would turn out and sometimes it really would not work out, but it's okay we can try another way. We take that piece of fabric and throw it away, we try and try and try until I've reached this point where my eyes get used to seeing errors without having to test the dress on someone." VARIOUS OF BLACK BEADED DRESS ON DISPLAY (SOUNDBITE) (Arabic) FASHION DESIGNER, NORINE FARAH, SAYING: "We stay there the whole day and look piece by piece, we eliminate some and pick some until I have all the pieces of fabric that I like, I cut those even though I'm not really sure what I want to do with them specifically, but I am sure that I want that pattern and that this pattern will be something big which helps me estimate how much I would need from that pattern." VARIOUS OF TAILORS AT WORK ON FARAH'S DESIGNS (SOUNDBITE) (Arabic) FASHION DESIGNER, NORINE FARAH, SAYING: "The exposure of the generation to social media, to American universities, international teachers, and imported books. All of this, including television of course, opens up the minds of the youth to the idea of trying new things that wouldn't have been accepted in the past." VARIOUS OF TAILORS BEADING A DRESS BEADS IN BOWL VARIOUS OF WHITE LACE DRESS ON DISPLAY
- Embargoed: 14th October 2016 10:52
- Keywords: Egypt designer fashion Norine Farah World Fashion Week Cairo
- Location: CAIRO, EGYPT
- City: CAIRO, EGYPT
- Country: Egypt
- Topics: Arts/Culture/Entertainment,Fashion
- Reuters ID: LVA00151M90ET
- Aspect Ratio: 16:9
- Story Text: Egyptian fashion designer Norine Farah has been chosen to represent her country at World Fashion Week in Paris in 2017.
Starting two years ago, Norine Farah Couture has become a distinctive brand for its unique use of fabric and creativity, attracting local and international attention.
World Fashion Week contacted Farah in June.
"I built my website about eight months ago, I get emails through the website; and one day, three months ago, I got an email from World Fashion Week saying that I had been nominated to represent Egypt at Paris. I got really excited, and started looking more into it, I found myself a sponsor and now I will go," she said.
The platform in Paris will allow Farah to showcase not only her skill, but also the talent of a new generation of Egyptian designers.
"I'm very happy that I'm travelling and that I get to show people abroad that Egyptians have good taste and style and we can do something that's big and that's good, and that it's not just the image they see on television, but there's also lots of other people like us," Farah added.
Farah developed her own workshop after studying design and tailoring in Milan and Florence.
But she said her real lessons were learnt working with a tailor in her atelier in the upscale Cairo neighbourhood of Heliopolis.
"I keep asking him if I should do something, then he tells me we cannot, but then I insist just to see how it would turn out and sometimes it really would not work out, but it's okay we can try another way. We take that piece of fabric and throw it away, we try and try and try until I've reached this point where my eyes get used to seeing errors without having to test the dress on someone," she said.
Norine started her career designing dresses for free for her friends.
But now, Farah's evening and formal wear sell for up to $1000 for a cocktail dress and $5000 for a bridal gown.
Despite the high prices, her popularity continues to grow, which Farah accredits to the attention she pays her clients, sometimes even taking brides to handpick the fabric for their gown.
Farah is part of a young generation of designers that have been representing Egypt on an international level such as accessory brand Okhtein, seen at London Fashion Week, and Farida Temraza, whose gowns were seen on the Oscar's red carpet.
"The exposure of the generation to social media, to American universities, international teachers, and imported books. All of this, including television of course, opens up the minds of the youth to the idea of trying new things that wouldn't have been accepted in the past," she said.
World Fashion Week will be held in Paris in January, with 47 international designers taking part over a five day period. - Copyright Holder: REUTERS
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