Egyptian Designer Azza Fahmy Partners with Sharjah-based Irthi Contemporary Crafts Council
Irthi Contemporary Crafts Council (Irthi) and The Design Studio Azza Fahmy are launching a ground-breaking cultural partnership focusing on supporting the next generation of Emirati designers to hone their skills in regional handcrafting traditions and increase their visibility in new markets.
Starting end of February 2023 and running for nine months as part of the fourth edition of Irthi’s flagship Azyame Fashion Entrepreneurs Programme, organized in association with the Design Studio by Azza Fahmy (DSAF), aspiring jewelry designers will develop their creative and entrepreneurial skills under the mentorship of the visionary designer Azza Fahmy. The collaboration fulfills Irthi’s goals of creating the next generation of UAE-based fashion & Jewellery designers through capacity building, mentoring, and business development. Participants in the program will receive training through a series of workshops offered both in the UAE and Egypt.
DSAF, the first design school of its kind in Egypt and the Middle East, was launched by Azza Fahmy in 2013 in collaboration with Alchimia, Contemporary Design School based in Florence, Italy, and is an educational platform that taps into the inventiveness and creative energy of students. The well-known Egyptian designer has also worked with global lines and created collections for the British and Louvre Museums.
The renowned designer, who has hosted more than 200 exhibitions worldwide and counts royalty, celebrities, and fashion models among her customers, will serve as the cohort leader for the fourth edition. The Irthi X DSAF participants will also benefit from Azza Fahmy’s refreshing artistic and cultural approach as she also equips them with the unique tools and skills they need to establish their own independent brands.
The program offers one-on-one mentorship sessions to equip each designer with customized exercises and techniques within the provided curriculums to enable participants to manage the whole design and production process, from brand identity to market presentation and sales.
The Irthi x DSAF program will also teach participants how to create genuine creative partnerships and the dynamics of ethical and sustainable practices in the fashion business. Participants also have opportunities to interact with experts in branding, public relations, sales, and marketing. The sessions will help participants grow their businesses through guidance in key areas such as general business planning, ways to interpret new trends, and establishing products’ unique selling points.
