Hijabi designer Sara Hegazy explores working with 3D printing, fibre optics

When it comes to winning awards and representing Egypt at international fashion weeks, Sara Hegazy was the first designer amongst Cairo’s fashion elite to show, off-calendar, in New York, Paris and London. 

Originally a communications engineer, the 34-year-old pursued a career in fashion after designing her own wedding gown. 

“I’ve always loved designing, but it was time to take it to the next level,” says Sara. 

“I wanted to know everything about fashion. I didn’t want to just hire a bunch of seamstresses and call myself a ‘designer’ like most people do. I wanted to learn how to sew, make patterns and cut garments, how to oversee an entire production line from A-Z, and how to market myself and my brand. And this is exactly what I did.” 

Following two years of intensive courses at the London College of Fashion in Dubai and becoming a certified fashion illustrator – from the Dubai International Art Center – Sara launched her brand in 2009. Shortly after, Sara’s brand started to receive recognition in the regional industry. 

GO BIG OR GO HOME

Sara’s first taste of fame was when she became one of five finalists in season two of Maybelline’s Cosmetics Fashion Competition, followed by becoming a finalist on MBC’s ‘MENA's Next Top Designer’ – a show, Sara tells us, that saw her receive priceless advice and mentorship by none other than Lebanese designer Zuhair Murad, who was a judge on the show.

Then came the opportunities, such as becoming the first Egyptian couture brand to be featured at London Fashion Week 2013, as well as being featured at Tiffany’s New York fashion show and Paris Fashion Week in 2014. Last year saw her walk away with the prize for ‘National Brand of Egypt’ at the 2015 Luxury Lifestyle Awards.

But the designer’s journey hasn’t come without challenges. In fact, she believes that wearing the hijab prevented her from getting ahead in her home-country.

“Being recognised in the fashion industry is not an easy task, especially in Cairo where all the popular magazines and PR agencies tend to play favourites,” she states.

“No-one really wanted to promote a hijabi, mother of two who won international fashion awards. They had a certain image of the fashionista that should represent Egypt worldwide, and I wasn’t it.

“However, that pushed me further to keep going strong. I moved to Dubai in 2010 and took part in many local fashion showcases and festivals like Fashion Forward and more and then went after the international ones.”

Sara continues: “I was shocked to come out and find that all the seats were full. I was too focused on creating the collection that I didn’t have the time to invite anyone to my showcase, and yet tens of people showed up.

“I was happy to get an honest opinion of what people really thought of my work rather than having friends and family routing for me from the sidelines.”

READY. TECH. GO

While being on a study break and attending to the needs of her two children, Sara is currently exploring how to incorporate tech in fashion and is planning to begin working with 3D printing and fibre optics in her designs.

“Being a perfectionist, I can only imagine the number of possible perfect pieces that could be created using 3D printing. I’m really inspired by Khulood Thani, founder of BINT THANI, who was one of the very first designers in the Middle East to incorporate 3D printed cubes for a unique texture on her garments,” Sara says.

“3D printing is an environment-friendly process that will help clients collaborate with designers to create near-perfect masterpieces, every single time.”

But is Egypt ready for tech wear?

Not just yet, it seems. According to Sara, Egypt’s fashion market has always been a follower of international fashion trends rather than being a leader, and that it needs to change.

She concludes by adding that her goal is to expand locally and internationally and hopefully one day inspire young designers and creatives to realise their dream. Just like her.