Fashion, design, and creativity in Cairo with Reem Hamed
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Reem Hamed is an Egyptian designer, born and raised in Cairo. She’s the founder and Creative Director of RAMLA, a footwear brand founded in 2017 with the aim of reviving a lost culture and empowering women artisans. We sat down with her to hear more about her building a ‘Made in Egypt’ brand, female creativity in Cairo, and her favorite hidden gems.
Tell us more about yourself and what you do.
While studying Architecture and Interior Design in Florence, I discovered my admiration for the leather and bespoke footwear industry. I began working at a leather workshop in Florence, immersing myself in the craft. To further my passion, I completed a master's in Luxury Business at Polimoda in Florence, Italy. During this time, I was inspired to start my own line and determined to create it entirely in Egypt. I combined my passion for architecture and modern design to create RAMLA, a sustainable lifestyle brand for women who seek modern, practical, and unique designs to add color and spice to their casual outfits. Our aim is to reinvent female wardrobe essentials by creating pieces that are made to last with traditional craftsmanship inspired by Egyptian culture. In every collection, we reveal a new technique and work with different artisans to show the true values that are hidden in Egypt.
Why was it important for you to build a ‘Made in Egypt’ brand?
When I was working at the leather workshop in Florence, I was fascinated by the "Made in Italy" products and the stories behind them. It inspired me to think that "Made in Egypt" could be even more fascinating. After returning to Egypt, I discovered that my home country is rich in resources and exceptional craftsmanship. From the beginning, I promised to help my community by reviving fading craftsmanship and introducing new skills through our comfortable luxury products. RAMLA, which means sand in Arabic, stands for sustainable, modern, and uniquely designed footwear for women, created with pride in Egypt. It is definitely a challenge to produce a top-quality product that is 100% manufactured and made with love in Egypt. I believe, as a young entrepreneur, it is our mission to make the artisans value their handwork and motivate them to continue their legacy for future generations.
What elements of Egyptian design have inspired your work?
Personally, I believe there is no limitation when it comes to inspiration and design, especially when you are born and raised in Cairo. The country is full of artisans. In every collection, I try to introduce a new material or a technique that has started to fade away due to the lack of appreciation of heritage and craftsmanship.
You’ve previously discussed the surge of female creativity in Cairo. Can we hear some more about that?
As a woman designer in the Middle East, I must say it was much more difficult six years ago. However, now I feel the perception has changed significantly. This is a proud moment, marked by the rise of many emerging Middle Eastern women designers and artists in various fields in Egypt. It is incredibly powerful to witness the creation of an artistic community or movement of young women innovators. We support, motivate, and help each other achieve our best. Personally, I see more females expressing themselves through art, translating culture and traditions in more daring ways by breaking free from traditional work routines. You must set aside your fears of failure, believe in yourself, and focus purely on success. Pursuing your passion, using your education and unique talents, and dedicating yourself to what you love with hard work can lead to remarkable outcomes. As a result of women doing this, we are seeing local brands competing on an international level.
Who are some female creatives in Cairo who are inspiring you at the moment?
Azza Fahmy is, and will always be, my hero person. She’s a jewelry designer who uses time-honored traditions and techniques to create contemporary pieces.
Malaika is also a great brand that is run by two brilliant women. They use Egyptian cotton to create high-quality bed linen that is handstitched by local women.
Where should fashion and design lovers go in Cairo?
There are many nice places! I can talk about this for hours, but here are my top favorite places:
Moez Street is a must
Khan el Khalili, Cairo’s iconic market
Fayoum, a small town that is definitely worth a visit