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A young fashion brand is carving its steps with strength and pride on the Egyptian fashion scene, inspired by and carrying the name of iconic Pharaoh queen Tiyi, grandmother of tutankhamon who was known for her exceptional power and depiction in ancient Egyptian monuments.
The name comes as part of the brand’s identity which, according to its lead designer Anne Marie, strives to advance the case for women and their empowerment, and, apparently reflects the no-less solid character of the young woman behind it.
Having had a soft opening in January, Tiyi now had its first official launch at Mall of Egypt on Tuesday July 16, with another planned on Wednesday July 17 at their City Stars branch.
Stellar young designer Anne Marie says the brand is a new concept and a young fashion-forward line of luxurious, ready to wear and at the same time affordable items. Their first target was to develop the fashion industry in Egypt, developing 750 pieces each season since their soft opening in January this year.
The looks are mix of trendy, fashionable, wear that mixes every day with a hint of formal or evening that can be worn both to the office or a night spot. In short, every young woman should find what she wants here.
Tiyi operates within the Beshara Textile Manufacturing Group, a family business with a long reputation and achievement in the fashion industry, and through a joint venture with Baraka Retail Group, which tackles the store and retail aspect of the brand operation.
Commenting on the launch, Ahmed Ragab, CEO of the Baraka Retail Group, said the partnership came after a long search and vision by the group to support local industry and designers to evolve and consolidate their presence in the local and international scene.
Tiyi’s promising designer Anne Marie was elected – out of 30 candidates Baraka group looked into – for her vision which was backed by a strong Beshara infrastructure and tradition in the manufacturing business.
Baraka group represents more than 18 brands in the Middle East including optics, fashion, jewelry, and construction spread across Egypt, Saudi Arabia and Emirates, which would support Tiyi in its aspired launch in the GCC countries once it’s established in Egypt.
For now, Anne wants to focus on the Egyptian market and provide a local, good-quality products for women of all characters and ages – never without a unique touch that makes the product stand out from others.
Indeed, the opening saw the attendees of all ages – from teens to grown women – and styles (veiled, hip or mainstream chic) flock to buy many of the pieces, wear them, and look fabulous in them.
A graduate of Central San Martin’s at London’s School of Arts, where the world’s fashion icons graduated - including Alexander McQueen, Stella Macartney, and John Galliano to name a few - Anne's Tiyi launch event abounded with figures from the fashion and modeling arena.
A celebrity campaign was screened as part of the launch event featuring Yosra El-Lozy, Salma Abu Deif, Enjy El-Mokaddem, Lara Eskander among others, all dressed in Tiyi.
Commenting on the mother-daughter relationship, Anne said that her mother was her inspiration and mentor, while Marie Louis referred to the young brand as “the future”, and described her daughter as a talented visionary backed by the professional experience she gained by studying and working in the field.
Catch Tiyi’s fabulous pieces at Mall of Egypt and City Stars Phase Two.
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