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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.
Models present creations by Italy's iconic fashion house Stefano Ricci at the temple of the Ancient Egyptian Pharaoh Hatshepsut.

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.

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