Farah El Ashiry ~ aka FUFA
“My vision is to show Egypt’s diverse culture, to aid the people living in it, and give our customers a piece that is made with value and passion, produced from sustainable resources and made for the purpose of change”
Fufa’s creative exploration started early on at the age of 10, when she reused old clothes to make new stylish pieces to wear.
When she got older, she sought her dream and studied Marketing at the American University in Cairo (AUC) taking all her classes in the morning just so she could rush to the Italian Fashion Academy in the afternoon, in which she got a diploma in Fashion Design and Pattern Making.
But her dual studies didn’t keep her from starting an oriental Egyptian brand during her first year at AUC. She named it ‘BENT AL-BALAD’ (meaning a local girl), and made oriental cushions and bedouin inspired skirts selling them in markets.
She then tapped into glamorous evening wear by customizing dresses, and later on (still in her college years) she decided to start her own fancy wear line ‘Petite Bourgeoisie.’ But one month before the launch, her grandmother inspired her to do the opposite, and revealed to her what can only be described as a cupboard of mesmerizing prints.
Fufa’s loving grandparents were a big inspiration during her childhood and till today. It was her grandmother’s collection of Asian fabrics that she created her first beachwear collection with. And It is her grandfather’s love for Egypt that motivated the destination-inspired collections. He would always tell her that “Egypt is filled with culture and crafts that are yet to be discovered or might have been already discovered and died out.”
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