Mesh--Mesh is all about conceptual accessories subtly rooted in heritage

👝 Few Egyptian brands, particularly those launched a little less than two years ago, have transitioned from “emerging” to “everywhere” as rapidly as Mesh--Mesh. Launched in late 2024 by sisters Fatma El Alawy (LinkedIn) and Shaimaa El Alawy, the brand has bypassed the traditional slow-burn growth of artisanal labels. Within its first year, it catapulted its structural handbags onto the red carpets of El Gouna Film Festival and even into the wardrobe of Emily in Paris on-screen star Lily Collins.

Now, following their victory as the CDA ’25 Emerging Accessory Brand, the El Alawy sisters are being watched as the next big player in Egyptian fashion.

The brand — which offers avant-garde 3D printed statement bags — is a “mesh” of two distinct professional disciplines. Shaimaa, an architect by training, views design through the lens of immersive experiences and the stories that physical spaces can hold. Fatma, meanwhile, brings a background in marketing and a passion for storytelling — particularly through fashion. The sisters realized their paths were moving in parallel, intersecting in late 2024. Plans “simply clicked,” co-founder Fatma El Alawy tells EnterpriseAM.

“Dreamy, fun, and unexpected,” is how the founders would describe Mesh--Mesh. While many regional brands may lean heavily into literal depictions of heritage, the El Alawy sisters prefer a “state of play,” they tell EnterpriseAM. Their colorful and abstract bags are subtly informed by the geometric lines and oval domes of Islamic architecture — specifically patterns like the Muqarnas of Al Hambra Palace — and the curves of Egyptian desert dunes, reflected in their debut collection. “Reintroducing [these inspirations] is what keeps design moving forward,” the sisters note.

However, the El Alawy sisters are quick to distance themselves from traditional definitions of high-end fashion. “We don’t define Mesh--Mesh as luxury, not in the traditional sense anyway,” the sisters explain, instead framing their value through “playfulness and curiosity” and the way their pieces allow customers to express “bold, quirky aspects” of their personalities. This approach involves using unconventional materials and manufacturing processes — 3D printing — a challenge that initially required building significant trust with the Egyptian consumer. “[It’s] not easy, but once you reach a certain stage of proof of concept, customers love to support local brands that are fresh and making their mark in the industry,” the sisters note.

Their presence on international screens and local red carpets wasn't a matter of luck, but of a calculated, proactive strategy. “Cold reach is a very powerful tool that we used a lot and has been extremely rewarding,” the founders share. By identifying and reaching out to like-minded stylists and artists whose work they genuinely admired, they were able to secure high-level exposure early on.

Mesh--Mesh might be off to a stellar start, but still, the sisters are not rushing things. Fatma and Shaimaa El Alawy went into this knowing that building a brand of a certain caliber is a multi-year journey, not an overnight success. Their guiding rule was simple: “to keep going, no matter how tough things got.”

As they look forward, the sisters see an Egyptian market that is “young and open to the world,” yet still lacking in professional creative counseling and investment comparable to, say, the tech sector. They believe the surge in regional tourism has created a massive window for local talent to find a wider audience. “There is a lot to still create and introduce to the market, and there is so much local talent,” the founders tell us.

For Mesh--Mesh, “making it” in 2026 isn’t just about being featured on more red carpets — it’s more so about a “maturing” of their branding and a deeper, human connection with their audience and beyond. “Honing our vision for the brand is the most important thing we can focus on at the moment.”