Cairo Festival City Mall celebrated the official launch of Cairo Fashion Experience, a unique scouting program by Festival Avenue; the upcoming luxury expansion of CFC Mall and Vogue Italia. The announcement came in a prestigious exclusive launch event hosted in CFC Mall and attended by high profile local and international guests including celebrities, designers, socialites and entrepreneurs.

The program, which runs from 25 November 2021 to 10 May 2022, is dedicated to Egyptian designers who will be called on to present their collections and have the opportunity to be selected among the 3 finalists of the project.

Cairo Festival City Mall, part of the Al-Futtaim Malls Group, has joined forces with Vogue Italia in this exciting partnership that will include several fashion-focused activities throughout 2021 and 2022. The partnership aims to support the new generation of designers with targeted and high-value projects. Cairo Fashion Experience

The chosen 3 talents will have the exclusive opportunity to be mentored by Vogue Italia, showcase their collection at Milan Fashion week in September 2022 and will have a pop up display at the upcoming Festival Avenue, leveraging the collaboration between different countries with both brand’s expertise and guidance.

Through this one-of-a-kind strategic partnership, Al-Futtaim Malls is taking the retail experience beyond shopping and so creating added value in the fashion ecosystem.

Promising to transform the retail experience in Egypt, Al-Futtaim Malls has also launched the country’s most eagerly awaited fashion destination, Festival Avenue; Egypt’s upcoming hottest premier fashion destination at Cairo Festival City Mall (CFC Mall) opening 2023 which will include 80 shops and 15 restaurants to the current 310 CFC Mall outlets.

During the event, Heba Abdallah, Head of Marketing Al-Futtaim Malls, welcomed the guests, announcing the major project latest updates, calling all the Egyptian designers to apply for this lifetime opportunity as it’s the first time to happen in Egypt, from her side, Sara Sozzani Maino, Head of Special Projects Vogue Italia) introduced to the guests the extraordinary project details and the jury members of the project, followed by live performances. Cairo Fashion Experience

Hosted in a venue at Cairo Festival City Mall that was completely transformed for the occasion with plays of light and exceptional installations, the event witnessed the presence of prominent members of the scouting jury.

Amina Khalil, Actress and UNFPA Honorary Goodwill Ambassador; Elisa Sednaoui, Model and Social Entrepreneur; Heba Abdallah, Head of Marketing Al-Futtaim Malls; Hend Sabry, Actress, Producer and WFP ambassador; Manuel Arnaut, Editor-in-Chief Vogue Arabia and Sara Sozzani Maino, Head of Special Projects Vogue Italia. The jury also includes Mounaz and Aya Abdel Raouf, Founders of Okhtein and Veronica Etro, Creative Director Etro. Cairo Fashion Experience

A unique and special evening through the union not just of two brands but of two cultures, which welcomed local and international guests.

For more information on the scouting program: Vogue Italia