By: Sara El Gendy
Influencing other tastes in the field of fashion is one demanding goal but it's not just about taking space among other designers on the list; “taking part in fashion weeks is somehow easier than creating an impression. Creating an impression is the most important thing, and I don’t want to be the only Egyptian brand to do it” says Farida Temraz about her experience.
Temraz launched her brand in Winter of 2012 with the aim of creating an international fashion brand that changes the global perception of the scene in Egypt. She’s among the few Egyptians that showcased their collections in Paris Fashion Week, where she won a first-place award, she also participated in LA Fashion Week as well as London Fashion Week.
We caught up the 24 year-old right after her powerful and exceptionally motivating presentation at Creative Industry Summit 2016. We talked about how important it is to maintain both success and composure when your designs make it to the Cannes Festival, SAG Awards, and the Oscars. Also when your clients’ list includes Carrie Underwood, Shakira, and Katy Perry (yeah, you read that right)!
You talked about changing the global perception of the fashion scene in Egypt, how do you contribute to that?
By working hard, dedication, and passion. You need to integrate those elements, have persistence as well as the ability to face any challenge in order to change that perception. It’s not about which country you come from it’s about your work and what you do.
Tell us more about being selected as the first Egyptian brand for the First Leadership Program in the field of design by the Dutch Ministry of Foreign Affairs…
Actually this was the second time for me to be invited to a similar event as I was also invited to give an entrepreneurship course at the US Embassy two months ago.
This is how we change our own perception of fashion. Because fashion is not sipping a cup of coffee while sketching something out, it’s creating and making it into a department, like engineering and medicine. It’s a new department and a new era, we need to show that and work hard for it.
What kind of people do you choose to surround yourself with?
Anyone optimistic. People who want to succeed, have a vision, a goal, and with a mission in life. If anyone deviates from that then they can’t be part of my team.
You mentioned facing challenges and looking at things from the positive side, is it hard to maintain composure the whole time?
It’s definitely a lot of mental stress, but that stress is always met with great moments and happiness that make up for it eventually. Every single step the brand takes and develops makes me and my whole team happier, I truly believe that there’s light at the end of every tunnel. You go through all types of obstacles and challenges till you reach extreme happiness and joy.