She is a celebrity favorite who has appeared on almost every Egyptian TV show to promote the story behind her “Made In Egypt” handbags. In an exclusive chat, Alia talks about her career path in the fashion métier.
How did you start off in fashion?
I graduated from the Alexandria School of Arts with a major in architectural design. I worked as an interior designer and then a wedding planner, but my passion has always been in crafting. Since I was a little kid, I have loved to work with my hands. Also, like many women, I have always loved owning beautiful bags. I designed my first bag in the summer of 2016. From there, my business took off.
Describe your handbags label Alicia Arts
Fashionable with a special flare. I follow the current fashion trends and then add my own signature to the designs. In my case, that would be the sequins and beads I add to my bags. My aim is for my bags to always be chic as well as practical.
What are some of your creative rituals?
I start by looking at the current fashion trends. For example, the shape of my bags normally follows what is in currently. Right now, shaped bags are in. As for colors, I normally have a few favorite colors that I always default too when choosing fabrics for my bags. I also follow fashion trends when it comes to colors. My mood also plays a big part in my creative process. In the past few months and during the time of stress and uncertainty of living through a global pandemic, I found my designs on my bags to be very random.
And what kind of materials do you use?
Lately I have been using a lot of velvet because it is currently very in. Genuine leather and satin are also two staples in my designs. I also use genuine leather with crocodile and snake prints. As for the beading, I use Swarovski crystals and Egyptian crystals. I use certain beads from the Czech Republic to ensure that beading stays intact and retains its sparkle.
Alicia Arts is not just a fashion brand as it carries a social message
Indeed, I try to market my products through venues that aim at empowering women. I have displayed my bags in women’s entrepreneurship and small business exhibitions in various parts of the world. I also market through appearances on TV shows and through social media. My brand aims at empowering women and that is the reason I choose to employ women who have no previous experience in this line of work but who are the sole breadwinners for their families. My goal is to teach these women a skill that will empower them and help them provide for themselves and their families. I believe I have been successful at doing so. Through working hard together, these amazing women have proven that they can produce work of the highest caliber while gaining self-confidence.
Can you name some of the celebrities you have worked with? And what special memory do you share with the late Ragaa El Gedawy?
Wafaa Amer, Sherif Madkour, Poussy Shalaby, Mais Hemdan, Mai Selim, Amina Shelbaya, Radwa El Sherbiny, and many more. Those celebrities are constantly supporting me and my brand by featuring me and my designs on their TV shows, by wearing my designs, and by sharing about my brand and my events on their social media pages. One of my fondest memories is when Wafaa Amer was a guest on one of the biggest talk shows in Egypt and she brought one of my bags as a gift for the TV show host. She took away from her own airtime to talk about my designs and introduce me to a wider audience. The late and great Ragaa El Gedawy was and will always be my biggest supporter. As the first Egyptian model in the 50s and 60s, she had a keen eye for fashion. She supported my designs and would always collaborate with me to produce unique pieces made just for her. Her support of my designs helped influence many celebrities to embrace my brand.
And where can we purchase your designs?
Through my website and my social media pages. My bags are also sold in concept stores inside Egypt and all over the world. Some cities where my bags are being sold are Vancouver, Los Angeles, Miami, Beirut, Dubai, and Abu Dhabi.
Finally, what is your advice to Arab female designers?
When you have a dream, start working to achieve it right away. Do not wait for the right time to come along. There is never a wrong time to work on your passion and to achieve your goals. Even if you start small, you will eventually make it big. Every stage you pass through is a step closer to achieving your dream. You must keep working towards your goals.
By Victor Gee
