Toroz: Reviving the Egyptian culture through fashion
As Egypt has a great culture heritage, Toroz is an Egyptian brand that focuses mainly on reviving this Egyptian culture through fashion. Unfortunately, the Egyptian traditional costumes have almost faded away leading to the loss of the Egyptian cultural identity. Since people are living in a highly competitive world that requires a strong unique cultural identity in order to gain global recognition, traditional costumes are one of the most important aspects to reflect this identity. The main aim of this project is to revive the traditional Egyptian style yet in a more contemporary and modern way through producing a purely traditional-inspired yet contemporary Egyptian brand to fill the market gap and offer local alternatives for the current foreign-inspired designs. The project also aims at offering work opportunity for diminishing crafts in Egypt in order to both revive and preserve those crafts. Through producing an Egyptian inspired brand, not only would it help reviving the culture but would also help creating a sense of local pride and gaining global recognition in the field of fashion.
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Kamel, Lobna, "Toroz: Reviving the Egyptian culture through fashion" (2018). Capstone and Graduation Projects. 38.
This record describes an artistic or creative work which was prepared as part of a course of study at the American University of Cairo. The creators retain all rights to the original artistic or creative works described herein.
This piece of art work is part of the "Interdisciplinarity and Design Third Graduating Class of Graphic Design Students The American University in Cairo – Spring 2018" catalog. Held at the AUC Sharjah Art Gallery on December 21st, 2018, the "ALT w Shidd" exhibition showcased bachelor projects by the third Graduating class of Graphic Design students. This year’s projects were divided into 5 panels according to their tackled themes. The panels included “Digital Design”, “Fashion Design”, “Publication Design”, “Advertising”, and “Retail and Branding”. A team of internal and external jury members were invited to each panel in order to provide ourstudents with critical feedback and evaluate the final outcome of their projects according to conducted research, applied methodologies, and undertaken creative design process. Jury members from within AUC included Ahmed Ellaithy (TTO -Technology Transfer Office) Ahmad Saqfalhait (GRDN), Ayman Ismail (Venture Lab), Brenda Segone (ARTV), Heba Safeyeldine (ARCH), Marwan Fayed (GRDN), May Hasebou (GRDN), Mahamad Khalil (GRDN), and Sherif Samy (GRDN). As for external jurors; they included Amira Aboulmagd (Al-Shorouk Publishing), Majd Elsherif (Matter Branding), Mohab Anis (Innovety), Nigel Fletcher-Jones (AUC Press), Sahar Zoghby (FP7), Samy Elias(Sahara Printing), Sawsan Mourad (El Beit Magazine), and Suzie Graiess (Association for the Protection of the Environment).