The Bite Magazine - Spring/Summer 2020 - Issue 27
bite designer Dawn Hunt falls in love with the ‘La Lumiére Darcey’ SS20 collection from Egyptian fashion designer Farida Temraz who has widely impacted the fashion industry. T emraza C lose your eyes and think of Egypt. Ancient ruins that have, for centuries, held secrets of powerful pharaohs, beautiful queens and countless gods may drift to mind like grains of sand blow- ing across the dunes of the Arabian and Libyan deserts. The Great Pyramids of Giza and the seductive Sphinx sit cradled in a landscape hugged by the River Nile, unchanged for centuries, housing hidden royal tombs and cursed mummies buried with priceless antediluvian treasures. Egypt is a country with a spectacular history and a fabulously intricate cul- ture that undoubtedly provides a cornucopia of inspiration. Fashion de- signer Farida Temraz can attest to this fact as she is one of Egypt’s premier female designers to gain international attention for her creative and dis- tinctive designs, earning her a foothold in the industry’s global network since December 2012. Temraz knew from an early age that she had a passion for design as she began drawing illustrations when she was just seven years old. As she grew up, this talent further developed, but it wasn’t until after she grad- uated from AUC (The American University in Cairo) with a bachelor’s degree in Integrated Marketing Communications and a double minor in Business and Psychology that she knew she wanted to follow her heart into a fashion career rather than focusing on business. If that wasn’t impressive enough, she also earned her Master’s degree in marketing communications from AUC with her thesis specialising specifically in fashion communication. And what’s more, she’s also completed a course in ‘Leading and Moti- vating’ with Harvard ManageMentor. Ergo, this beautiful lady is busy. However, while her academic accomplishments earned her a passion for a multinational company, it was again at this point, when she was 21, that she decided to take what she’d learned and use it to launch her own international fashion brand. “My academic background has helped me in promoting my brand from a business perspective,” she explained. “It helped me manage the company and its different stake- holders, and taught me to be more organised and centred.” Her thirst for knowledge and drive to create a female-empowered company that blends her rich cultural heritage with modern trends is what has cultivated a truly successful and recognisable brand now known the world over - Temraza. She began developing her logo and brand name then gained popularity and credibility through a spe- cialised selling proposition. She then began to really delve into her fashion designs and created her debut collection in 2012. Since then, her work has evolved every season but has always re- mained consistent and true to her mission. Temraz has always wanted to create beautiful clothing for women no matter their size. “I believe that all women are beautiful. I often aim to highlight a woman’s figure, encouraging women to wear pieces that are in har- mony with their bodies,” she said. “Whatever a woman is doing, she should feel confident.” That being said, she currently offers exquisitely constructed ready-to-wear and custom-made evening and bridal dresses out La Lumiére Darcey
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