May ‘15
Insight Interview

May ‘15
Shimaa Eissa
Shimaa Eissa


They say, give a woman the right shoes and she'll conquer the world! We say mix them with a 'She' dress and she'll rule the world'¦

What inspires you as a designer?

Femininity is the secret of every design I create. When you refer to anything female like the first thing that comes to mind is sexy and curvy. I am constantly working on cuts that'll make any woman in any size sexy and curvy.

What can you tell us about yourself?

I'm a girl who deeply loves fashion. I graduated from Institute Technique de la Mode in 2008 where I studied fashion history. I started my career as a costume designer. The journey was not easy but I succeeded to do costume designs in many TV series since 2009. I also started my brand 'She' in 2014.

How does your creative process differ when designing bridal wear from ready to wear and which do you prefer?

When I design bridal wear, I tend to listen carefully to every bride and how she dreams to look on her big day, keeping in mind her figure and taste of course, and then I come up with a design that meets her dream and also make her look like a shining star.

What did you aim to achieve when u started your brand?

To make women in my country look stunning. I aim to bring all ages to ask for my prom dresses, evening dresses and for sure haute couture wedding dresses.

How can u evaluate the fashion industry in Egypt?

I cannot say that we have a fashion industry, only individual designers! We just have two prestigious schools for fashion in Egypt where only around 20 people graduate every year without having any influence on the industry. I believe that the trade and industry ministry must work on this issue by building factories and hiring those wasted talented, because believe me it costs a lot to be a designer!

What fashion advice u can give our fashionistas this season?

This season's statement is 'Boho Chic'. Blazers are really in this season and you can wear them with jeans, shorts or skirts. Floral patterns on top or bottom, jumpsuits and hats are the real deal this season! For evening looks sequined tops or bottoms are the trend.

In your opinion, what's the statements piece every woman should own?

The most important piece for Egyptian women is a summer coat in standard colors like black and beige. Major problem solver when it comes to short dresses.

What is the blessing about being a designer?

Nothing beats the feeling when you see the design you imagined in your head in front of you as a real piece. Also the happiness I see in my clients' faces when they love a design I created for them.

How do you describe your everyday style?

Depends if I am shooting or in a workshop. I love casual and flexible materials, but even in normal days with the right accessories and hair I'm styled up! If I have a meeting at the atelier, I wear my two favorite items, a dress and a pair of killer heals!

What are your coming projects?

I launched my summer collection 'She Earth' that contains evening gowns, beach dresses, cover-ups and beach wedding dresses.

By Rania Ihab