{"id":702857,"date":"2026-05-17T00:00:00","date_gmt":"2026-05-17T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/?p=702857"},"modified":"2026-05-17T12:19:23","modified_gmt":"2026-05-17T12:19:23","slug":"mesh-mesh-is-all-about-conceptual-accessories-subtly-rooted-in-heritage","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2026\/05\/17\/mesh-mesh-is-all-about-conceptual-accessories-subtly-rooted-in-heritage\/","title":{"rendered":"Mesh--Mesh is all about conceptual accessories subtly rooted in heritage"},"content":{"rendered":"

\ud83d\udc5d Few Egyptian brands, particularly those launched a little less <\/strong>than two years ago, have transitioned from \u201cemerging\u201d to \u201ceverywhere\u201d as rapidly as <\/strong>Mesh--Mesh<\/a><\/strong>.<\/strong> Launched in late 2024 by sisters Fatma El Alawy (LinkedIn<\/a>) and Shaimaa El Alawy, the brand<\/a> 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<\/a> and even into the wardrobe of Emily in Paris<\/a> on-screen star Lily Collins.<\/p>\n

Now, following their victory as the <\/strong>CDA \u201925 Emerging Accessory Brand<\/a><\/strong>, the El Alawy sisters are being watched as the next big player in Egyptian fashion.<\/p>\n

The brand \u2014 which offers avant-garde 3D printed statement bags \u2014 is a \u201cmesh\u201d of two distinct professional disciplines.<\/strong> 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 \u2014 particularly through fashion. The sisters realized their paths were moving in parallel, intersecting in late 2024. Plans \u201csimply clicked,\u201d co-founder Fatma El Alawy tells EnterpriseAM.<\/p>\n

<\/p>\n

\u201cDreamy, fun, and unexpected<\/strong>,\u201d 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 \u201cstate of play,\u201d they tell EnterpriseAM. Their colorful and abstract bags are subtly informed by the geometric lines and oval domes of Islamic architecture \u2014 specifically patterns like the Muqarnas of Al Hambra Palace \u2014 and the curves of Egyptian desert dunes, reflected in their debut collection. \u201cReintroducing [these inspirations] is what keeps design moving forward,\u201d the sisters note.<\/p>\n

However, the El Alawy sisters are quick to distance themselves from traditional definitions of high-end fashion. <\/strong>\u201cWe don\u2019t define Mesh--Mesh as luxury, not in the traditional sense anyway,\u201d the sisters explain, instead framing their value through \u201cplayfulness and curiosity\u201d and the way their pieces allow customers to express \u201cbold, quirky aspects\u201d of their personalities. This approach involves using unconventional materials and manufacturing processes \u2014 3D printing \u2014 a challenge that initially required building significant trust with the Egyptian consumer. \u201c[It\u2019s] 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,\u201d the sisters note.<\/p>\n

Their presence on international screens and local red carpets wasn't a matter of luck, but of a calculated, proactive strategy. <\/strong>\u201cCold reach is a very powerful tool that we used a lot and has been extremely rewarding,\u201d 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.<\/p>\n

Mesh--Mesh might be off to a stellar start, but still, the sisters are not rushing things. <\/strong>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: \u201cto keep going, no matter how tough things got.\u201d<\/p>\n

As they look forward, the sisters see an Egyptian market that is \u201cyoung and open to the world<\/strong>,\u201d 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. \u201cThere is a lot to still create and introduce to the market, and there is so much local talent,\u201d the founders tell us.<\/p>\n

For Mesh--Mesh, \u201cmaking it\u201d in 2026 isn\u2019t just about being featured on more red carpets<\/strong> \u2014 it\u2019s more so about a \u201cmaturing\u201d of their branding and a deeper, human connection with their audience and beyond. \u201cHoning our vision for the brand is the most important thing we can focus on at the moment.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

While many regional brands may lean heavily into literal depictions of heritage, the El Alawy sisters prefer a \u201cstate of play\u201d<\/p>\n","protected":false},"author":1,"featured_media":702858,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[9523],"tags":[8279,633,8297,1546],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-702857","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fashion","tag-art","tag-enterprisepm","tag-fashion","tag-lifestyle","wpautop","entry"],"acf":{"mongo_id":"a6e155c7-4c30-4e99-9b18-a09869c8eab3","order":"3","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2026\/5\/939.jpg","photo_position":"above","homepage_title":"","full_issue_title":"Meet the two sisters behind Egyptian accessories brand Mesh--Mesh","related_issue":[702852],"teaser":"While many regional brands may lean heavily into literal depictions of heritage, the El Alawy sisters prefer a \u201cstate of play\u201d"},"yoast_head":"\nMesh-Mesh is all about conceptual accessories subtly rooted in heritage - 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Hendawi suggests that El Sisi \u201cseems convinced that a genuinely contested election could destabilize the country, allow his Islamist foes a backdoor into politics or interfere with his high-octane, single-handed\u2026","rel":"","context":"In "EGYPT IN THE NEWS"","block_context":{"text":"EGYPT IN THE NEWS","link":"https:\/\/enterpriseam.com\/egypt\/category\/egypt-in-the-news\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":686333,"url":"https:\/\/enterpriseam.com\/egypt\/2026\/02\/11\/why-egypts-ceos-are-opting-for-chinese-luxury-cars-over-range-rovers\/","url_meta":{"origin":702857,"position":2},"title":"Why Egypt\u2019s CEOs are opting for Chinese luxury cars over Range Rovers","author":"enterpriseam admin","date":"11 February 2026","format":false,"excerpt":"From mass market to luxury \u2014 are we at a turning point when it comes to buying Chinese cars?","rel":"","context":"In "AFTER HOURS"","block_context":{"text":"AFTER HOURS","link":"https:\/\/enterpriseam.com\/egypt\/category\/after-hours\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2026\/2\/776.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":662163,"url":"https:\/\/enterpriseam.com\/egypt\/2025\/03\/11\/when-dreams-become-nightmares\/","url_meta":{"origin":702857,"position":3},"title":"When dreams become nightmares","author":"enterpriseam admin","date":"11 March 2025","format":false,"excerpt":"The show presents a meticulously crafted and thrilling combination that viewers can\u2019t help but enjoy until the very end","rel":"","context":"In "ON THE TUBE TONIGHT"","block_context":{"text":"ON THE TUBE TONIGHT","link":"https:\/\/enterpriseam.com\/egypt\/category\/on-the-tube-tonight\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2025\/3\/746.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":686680,"url":"https:\/\/enterpriseam.com\/egypt\/2026\/02\/25\/how-homegrown-brands-are-reimagining-egyptian-footwear-production\/","url_meta":{"origin":702857,"position":4},"title":"How homegrown brands are reimagining Egyptian footwear production","author":"enterpriseam admin","date":"25 February 2026","format":false,"excerpt":"Homegrown brands like Sole22 and Twin Flame are reimagining Egypt\u2019s footwear sector by bridging the gap in quality and design","rel":"","context":"In "AFTER HOURS"","block_context":{"text":"AFTER HOURS","link":"https:\/\/enterpriseam.com\/egypt\/category\/after-hours\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2026\/2\/1514.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":672347,"url":"https:\/\/enterpriseam.com\/egypt\/2025\/09\/23\/el-sisi-pardons-activist-alaa-abdel-fattah\/","url_meta":{"origin":702857,"position":5},"title":"El Sisi pardons activist Alaa Abdel Fattah","author":"enterpriseam admin","date":"23 September 2025","format":false,"excerpt":"The decision to pardon activist Alaa Abdel Fattah is leading the conversation on Egypt in the international pages: President Abdel Fattah El Sisi has pardoned Egyptian-British activist Alaa Abdel Fattah, his lawyer Khaled Ali wrote on Facebook. 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