Originally from Egypt, Nourhan Sawa had a dream to create fashion for the kind of women she was inspired by from the Ancient Egyptian culture. These were strong powerful women who were in fact, very ahead of their time.
Her high luxury label, NOURHAN SAWA, follows an artistically driven design aesthetic where the creations are rich in a fusion of luxe, flowy, delicate fabrics made by the hands of Italian artisans and Egyptian craftsmen who are highly skilled artists of great knowledge of genuine Egyptian hand work and ancient embroidery techniques mixed with Sawa’s own vision of abstract art. PHOTO CREDITS: Sarah El Sahrawy
Here we discover more about the brand and Sawa’s big plans for the future:
How did your passion for design start and how your creative process work?
Being exposed to art from a very young age, I believe I’ve had it in my heart for as long as I can remember, it is something that kept growing within me, but I believe it strengthened because of my mom, I always viewed her as a beautiful lady with a unique sense of style and she always involved me in her fashion choices since I was little girl, she used to let me style her and pick her outfits and she would actually go with my choices every single time, as a little girl, this was a major confidence booster, she taught me that there’s no limit within my creative space. As for my creative process, I don’t really go by any rules, it’s always different with each time I find a new inspiration, sometimes I start with draping, other times with sketching, even writing as I love telling stories through my brand, as soon as I’m done with this internal creative process, I take the concept to my team of tailors, artisans and craftsmen and we start manufacturing, the final and favorite part is taking the concept to other creatives such as photographers and stylists, putting everything together and launching a campaign that tells the story.
How do you think fashion industry is helping independent designers?
There’s a lot of organizations within the industry who are doing a fantastic job when it comes to that, platforms like vogue talents, fashion scout and other fashion platforms are helping upcoming and independent talents grow and reach a wider audience through mentorship programs, competitions, networking events and store placements. Reputable fashion magazines helping shed a light on independent talent with features, fashion schools offering world class fashion education and actual market experience, there’s a lot of platforms that support and offer independent designers a chance of growth and global expansion, and I think it’s amazing, it’s the bright side of the industry.
Can you tell us a little bit about your references and inspirations for your garments?
My garments always carry a unique identity as it tells a real story, I’m always inspired by the art, the sophistication and the charm that lies within my culture and other cultures I admire, my inspiration also comes from my experiences and the stories of the unique women in my life.
Can you describe your client’s personality in few words?
My client is a woman who does things her own way, she’s Independent, creative, intellectual, artistic, passionate, and distinctive.
What do you think it’s your best-selling piece?
The Nout dress from our first collection inspired by the iconic women of the Egyptian history. It’s a navy blue dress representing the deep night sky, inspired by the goddess nout, the goddess of the sky and the stars in ancient Egypt. Everyone just loved it!
What do you think about the opportunity of selling your products on online platforms, you think it might be a good showcase for your work and your future?
Absolutely. Online platforms help you build communities, share your concept and attract audiences from all over the globe. It helps with growth, expansion while offering a limitless, creative space that can help with delivering your message through different ways such as compelling imagery, digital campaigns, and AI features. It’s a terrific opportunity for sure.
What does fashion industry needs more to grow up and what can be done better for this?
More originality, less mediocracy.
What is the long term goal for you as a designer and what is the main mission?
The main mission is maintaining sustainable growth, reinventing, and preserving traditional heritage through sustaining the precious, jeopardized Egyptian crafts. My long-term goal is taking my message to the world, adding value and making an impact through creating, educating, and building a strong community.
What are the most interesting social platforms that can help your label?
Instagram is one of the best, I like that it’s holistic and offers different engagement and selling tools.
Can you tell us what is the next project?
We’re currently working on a new collection inspired by a very personal story where we’ll be introducing a new product range and more of reinvented Egyptian crafts. Stay tuned!