zenithTALK Cairo

Allaga works to enhance opportunities for a united Egypt, with the hope of a better future. It is supported by the Federal Ministry for Economic Cooperation and Development, and by sequa gGmbH. Allaga means ‘chic’ in Egypt, and is the private label of Egyptian designers.

In cooperation with the trade fair Messe Berlin, Bazaar Berlin and partners from Egypt and Germany – Fashion & Design Center (FDC), the German-Arab Chamber of Commerce and Industry (AHK-Cairo) and Global Project Partners (GPP) – young Egyptian fashion designers (small entrepreneurs) are assisted in their first move towards running their own business. The project enhances their design competencies and allows them to acquire know-how, which is important for their entrepreneurial independence. The high-quality fashion, coupled with a variety of ethnic embroidery from every corner of the country, inspires across the board.

Allaga is not only unique, it also reflects the entire range of Egypt’s heritage. The collection includes embroidery of ethnic motifs, which traditionally are created by women from rural areas because the motifs and the know-how are passed on from generation to generation. The project gives Egyptian fashion designers the opportunity to exhibit their collections at the Bazaar Berlin every year. Apart from an active Allaga presence at trade fairs in Egypt and abroad, and cooperation with Fair Trade Egypt and other NGOs, new distribution channels have been discovered for the brand.