This article is part of a series we are running ahead of the second edition of our Mada Market to feature participating vendors.
Egypt’s young fashion designers are carving out a bigger space for themselves in the burgeoning business, and for consumers this means a wider selection of unique fashion finds.
For this year’s Mada Market, we tapped into Cairo’s most exciting brands, which have consistently offered the market a broad range of fashion options: from women’s ready-to-wear designers to unisex urban wear, boho chic looks and children’s apparel, to locally sourced heritage pieces and fair trade business principles.
Our look book will help guide you on this summer’s must-haves and the exclusive Mada Market discounts offered by participating vendors.
Joining Mada Market for the second year in a row, Jozee Boutique is coming back with a wider collection and a bigger space in our Premium Vendor section. Known for its boho wear and e-commerce platform, with fashion apparel and accessories sourced from across the globe, Jozee Boutique has now launched a Zamalek shop where you can find the perfect pieces for Cairo’s blazing summer heat. Founded by designers Josline al-Kholy and Ezzeddin Mokhtar, Jozee Boutique sees itself as a crossroads between modernity and heritage, with a fashion line and e-commerce platform that includes handmade products from Egypt, Morocco, India with Persian, and Afghan traditional designs. With such a diverse fusing of aesthetics, no two pieces are ever the same.
Promotion: Jozee will be offering 10 percent off on selected items.
Founded in 2014 by four partners: Dina Sabet, Leila Helaly, Yasmine al-Hazek, and Madonna Gayed, Pop-Up Shop offers an unparalleled shopping experience in its Katameya concept store and its dynamic event activations. Pop-Up Shop – also in the Premium Vendor section – features an array of local discoveries in home goods, fashion and accessories. Its aim is to provide local designers and brands with a holistic representation that covers engaging and creative retail merchandising alongside social media marketing. Pop-Up Shop excels in its ability to create visual concepts, presenting look books through Instagram that allows viewers to stay on top of the latest trends in fashion, home goods, art, and more.
Promotion: Mada Market guests who tag a picture of Pop-Up Shop on social media will receive an event-exclusive discount.
Returning to the Mada Market this year is Pookie & Lou Lou’s convenient summer onesies for babies, sleepwear and loungewear that is made with 100 percent Egyptian cotton. With a strong philosophy of sourcing only local materials for its baby apparel, Pookie & Lou Lou presents high-quality designs and production made up entirely of Egyptian talent. Its online store and retail outlets in Zamalek offer onesies and pajamas for boys and girls with a nostalgic aesthetic in the designs, alongside pieces that are more playful.
Promotion: A not-to-miss event exclusive discount on baby apparel.
Bringing tie-die back, Egypsy joins this year’s event with an array of colorful t-shirts designed by Natalie Farag, and produced in Egypt. Its product offerings go far beyond t-shirts however, as Egypsy also boasts a funky collection of summer dresses, kaftans and hair accessories.
Promotion: Egypsy will be selling DIY tie-dye kits at a 50 percent discount and will also donate one to the Mada Market raffle.
Driven by the balance of its chosen elements, UNTY focuses on each aspect of its image to create what it calls an “idiosyncratic voice and experience.” After the successful participation in last year’s Mada Market, UNTY is again presenting an incredible line of unisex apparel. And just in time for summer, they’ve added a new collection of “snapback” billed caps – but what makes UNTY stand out is the lifestyle it is creating around the brand. Check out its Facbeook page to view its videos.
Promotion: UNTY is giving the first 20 customers and a batch of new stickers it will be releasing the day of the event.
Fair Trade Egypt is joining Mada Market again this year with its socially conscious design model that empowers local communities by offering disadvantaged artisans marketing and support services. Established in 1998, Fair Trade Egypt curates a selection of designers and artisans from across the country’s many governorates to the capital, working hands on with each of its brands to provide focused attention on product development and marketing. Consciously applying fair trade principles of socially and culturally responsible business practice, Fair Trade offers a range of unique products from clothing, home decor, jewelry, linens and rugs, stationary and toys.
Since launching in June 2014, Okhtein has become one of the fastest growing fashion brands locally, with an expanding international following of celebrities including Harry Potter leading actress Emma Watson. This result is in part due to Okhtein’s rich product offerings of leather handbags, pop art, circular beach towels, and scarves, in addition to the sisters’ stunning social media dissemination through Instagram. The insta-look books represent Okhtein’s keen branding abilities, giving it a visual identity that masterfully compliments its talent for creating attractive product designs that tell a unique story. Behind all of this also lays a socially conscious philosophy, often working with local artisans, partnering with NGOs or working in marginalized areas in Fayoum. This year, Okhtein will partner with several schools and NGOs to raise awareness about autism through art education.
Promotion: Okhtein will be offering a sneak peak into its summer collection, with limited edition items and event exclusive offers.