International fashion shows land in Egypt
Luxury fashion houses Stefano Ricci, Elie Saab and Dior have chosen different iconic places in Egypt to host major events, in line with the authorities’ new branding strategy aimed at attracting new visitors by leveraging the country’s cultural and artistic side.
CAIRO — From the dazzling royal palaces of Cairo to the iconic pharaonic temples of Luxor and the emblematic pyramids of Giza, Egypt has started to position itself in recent months as the venue of choice for major international fashion brands to hold large fashion shows.
And meanwhile, Egyptian authorities are trying to seize the opportunity to attract the world’s attention, highlight the diversity that the country has to offer as a tourist destination, and open up a new avenue along the way to promote a key economic sector.
“Egypt has what it takes to organize unforgettable events. Archaeological sites, temples, the pyramids — beautiful places that can host them,” Amr El-Kady, CEO of the Egyptian Tourism Authority, told Al-Monitor.
The last of these major events were held on the evening of Oct. 9 on the west bank of the city of Luxor, where more than 350 guests from all over the world gathered to attend the 50th-anniversary celebration of the Italian luxury fashion house Stefano Ricci.
