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CFC Mall teams up with Vogue Italia to support local fashion designers

The partnership is just the latest in Cairo Festival City Mall’s plans for the local fashion industry

By: Business Today Egypt

Sun, Oct. 10, 2021

Egypt’s fashion scene continues to grow as Cairo Festival City Mall (CFC Mall) and Vogue Italia announce new collaboration in support of local fashion scene.

Increasing opportunities for the next generation of local fashion designers, CFC will leverage cross-country collaboration along with Vogue Italia's experience and mentorship to boost young Egyptian talent and the industry.

The head of special projects at Vogue Italia, Sozzani Maino, revealed that a region-specific talent search will open in November for three to four months for all emerging women’s, men’s, accessories and jewelry designers hailing from Egypt. She underscored that craftsmanship will be a key focus of the search.

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Timothy Earnest, Group Director and CEO of Al-Futtaim Malls with Head of Special Projects at Vogue Italia, Sozzani Maino during Cairo press conference


Part of Al-Futtaim Group, CFC Mall has ramped up efforts to enhance available fashion-focused opportunities and activities through strategic collaborations with high-profile brands, aiming to position Egypt among international players in the industry.

“We constantly have to evolve and refresh [the format] as the distribution landscape has changed, where and how people buy goods has changed, we have to stay at the forefront of the scenario,” he said, noting that while the transactional purpose will always be key, experiences can bring added value and maximize merchants’ revenues,” said Timothy Earnest, group director and chief executive officer of Al-Futtaim Malls.

The partnership is just the latest in Cairo Festival City Mall’s plans for the local fashion industry, which recently announced its new Festival Avenue, an upscale expansion expected to become one of the top premium fashion destinations in the country.

“Vogue Italia’s partnership with Al Futtaim will set the tone for a new era of Egypt’s fashion positioning and its talents in a remarkable global category once more,” wrote a CFC statement.

Through this first-of-its-kind strategic partnership, CFC Mall is taking the retail experience in Egypt beyond the shopping aspect, creating added value to the local fashion ecosystem with Vogue Talents by scouting creatives and designers from the next generation, it added.

The new luxury expansion is set to launch in 2023, and will add around 80 retailers and 15 restaurants to its existing 310 outlets.