{"id":707602,"date":"2026-06-03T00:00:00","date_gmt":"2026-06-03T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/?p=707602"},"modified":"2026-06-03T12:39:20","modified_gmt":"2026-06-03T12:39:20","slug":"fashioning-north-africa-reclaiming-cultural-narratives-in-fashion-with-nada-koreish-2","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2026\/06\/03\/fashioning-north-africa-reclaiming-cultural-narratives-in-fashion-with-nada-koreish-2\/","title":{"rendered":"Fashioning North Africa: Reclaiming cultural narratives in fashion with Nada Koreish"},"content":{"rendered":"

\ud83d\udc57 Nada Koreish sat down with EnterpriseAM to discuss her new book, <\/strong>A Meeting of Cultures: Fashioning North Africa<\/a><\/strong>.<\/strong> The book, inspired by an exhibition of the same name, is the first to focus specifically on contemporary fashion designers and influencers in Morocco, Algeria, Tunisia, Libya, and Egypt.<\/p>\n

For decades, North African craft and aesthetics have been used as input for other people\u2019s businesses <\/strong>\u2014 raw material for European luxury houses and the subject of scholarship written almost entirely by Europeans and Americans. Nada Koreish<\/a>, a UK-based designer, academic, and trend forecaster, spent years inside the fashion design system before she saw her own place in it clearly. <\/p>\n

\n

\u201cOh<\/strong> my God, you\u2019re so exotic\u201d<\/p>\n

\u201cI was their token exotic person,\u201d <\/strong>she says of an early job where her American boss asked her to handle factories and suppliers in countries like Egypt, Bangladesh, and India. \u201cI was young then, so I took it as a compliment. I thought my boss was placing a lot of trust in me. But eventually I realized they just wanted me to [handle] the other \u2018exotic brown people\u2019 so they wouldn\u2019t have to.\u201d<\/p>\n

She now uses the phrase: \"Oh my god, you're so exotic,\" as a chapter title in her book to illustrate how North Africans have to take back the narrative.<\/strong> \u201cI also worked with Harrods, advising them on diversity in terms of how they present brands. That also drove home the point that most corporate DEI (diversity, equity, and inclusion) work is mainly box-ticking,\u201d Koreish tells us. <\/p>\n

The critique hits harder because Koreish is no outsider academic. <\/strong>She trained at FIT in New York, became \u2014 by her account \u2014 National Geographic's youngest menswear designer, making Sir David Attenborough's expedition clothing, then worked at Ralph Lauren menswear and other international brands like Quiksilver and Vans before moving into trend forecasting and, eventually, back to the UK, where she now lectures at Cardiff Metropolitan University in Wales. <\/p>\n

\n

The museum exhibit that became a book <\/p>\n

Koreish was in Cairo this week for the Egyptian launch of Fashioning North Africa, the book she co-edited with <\/strong>Kent State University Museum<\/a><\/strong> curator Sara Hume.<\/strong> Diwan<\/a> \u2014 which is bringing the title to the local market on pre-order \u2014 hosted the launch event at Consoleya in downtown Cairo. Koreish, representing her Liberation Collective<\/a>, participated in a panel with the Egyptian designers featured in the project, among them Reem Atout, Bulga, Almah, Sacer, La Boga, and Saqhoute.<\/p>\n

Several of those small independent labels are anchored a few streets away.<\/strong> Bulga, Almah, La Boga, and Saqhoute are tenants of the Nabarawy Fashion Hub<\/a>, a historic commercial building on Nabarawy Street, once part of downtown's textile and retail district that developer Al Ismaelia acquired in 2018 and restored into a home for independent Egyptian brands. It is the kind of physical anchoring the scene has long lacked, and Koreish points to it as evidence of something coalescing. \"If you look in that room,\" she said of the designers gathered around her, \"everyone looks like downtown Cairo\" \u2014 the new downtown Cairo, increasingly an aesthetic of its own.<\/p>\n

The book is the catalog to an exhibition of the same name that ran at the Kent State University Museum in Ohio from September 2025 to May 2026.<\/strong> According to Koreish, it\u2019s the first show of its scale devoted solely to contemporary North African fashion. The exhibit and the book, published by the German house Hirmer, were years in the making. \u201cThe exhibit was postponed three times amid the politics around Gaza,\u201d said Koreish. \u201cOhio, a conservative state, was an unlikely place to debut a project of this nature, but Kent State has one of the largest fashion archives in the US.\u201d<\/p>\n

The title is doing deliberate work.<\/strong> \u201c\u2018Fashioning\u2019 is an active act. It's a human verb of doing,\u201d Koreish explained, rather than a noun that \u201ctrivializes it.\u201d \u201cOur culture, especially North Africa, is taken out of context and used willy-nilly,\u201d she said \u2014 not only by the obvious culprits. She cites celebrated designers like Zuhair Murad<\/a>, who lean on \u201cEgyptomania and orientalism without any basis of knowledge,\u201d which she sees as cultural appropriation. <\/p>\n

\n

The deeper problem is the absence of a canon<\/p>\n

\u201cWe have very talented people, we have crafts... but we don't have something people can refer back to,\u201d says Koreish.<\/strong> \u201cWe don't have a canon of knowledge.\u201d The sources on Egyptian fashion, she notes, except for Azza Fahmy and a handful of others, \u201care all Europeans or Americans. None of them are us.\u201d<\/p>\n

That is the ambition behind the book.<\/strong> Koreish wants her Liberation Collective, formerly known as Fashion Liberation Collective North Africa, an organization that she founded six years ago, to become \u201ca super agency that's going to build this fashion system and multidisciplinary art system and knowledge base in Egypt and beyond.\u201d Picking apart the origins of where things come from and giving credit where credit is due.<\/p>\n

The book, published in October 2025, has been sold around the world and is now part of the libraries of many museums. <\/strong>V&A senior curator Christine Checinska, who led the museum's landmark Africa Fashion show, has ordered it for the institution. Koreish frames her position as someone who is now beyond doing her own designing. \u201cI'm past that. I\u2019m on a broader mission. Now I'm more likely to set fires and let them burn.\"<\/p>\n","protected":false},"excerpt":{"rendered":"

North Africa has always been a cultural crossroads that challenges Eurocentric fashion narratives, and Nada Koreish unpacks that in her new book<\/p>\n","protected":false},"author":1,"featured_media":707603,"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":[12422],"tags":[12499,8279,633,8297,1546],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-707602","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-after-hours","tag-after-hours","tag-art","tag-enterprisepm","tag-fashion","tag-lifestyle","wpautop","entry"],"acf":{"mongo_id":"4621403f-ae37-4f54-9d7b-61ed86018346","order":"3","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2026\/6\/239.jpg","photo_position":"above","homepage_title":"","full_issue_title":"Decolonizing fashion: Nada Koreish on North Africa's fashion heritage","related_issue":[707597],"teaser":"North Africa has always been a cultural crossroads that challenges Eurocentric fashion narratives, and Nada Koreish unpacks that in her new book"},"yoast_head":"\nFashioning North Africa: Reclaiming cultural narratives in fashion with Nada Koreish - 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Much to unpack in today\u2019s issue as we decolonize fashion with Nada Koreish, explore food and colonialism in Taiwan Travelogue, read into the new PMI report findings on the non-oil private sector, and keep track of World Cup friendlies.Without\u2026","rel":"","context":"In "WHAT WE\u2019RE TRACKING TONIGHT"","block_context":{"text":"WHAT WE\u2019RE TRACKING TONIGHT","link":"https:\/\/enterpriseam.com\/egypt\/category\/what-were-tracking-tonight\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2026\/6\/270.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":668540,"url":"https:\/\/enterpriseam.com\/egypt\/2025\/07\/16\/the-prayer-of-anxiety-questions-the-meaning-of-life\/","url_meta":{"origin":707602,"position":1},"title":"The Prayer of Anxiety questions the meaning of life","author":"enterpriseam admin","date":"16 July 2025","format":false,"excerpt":"How do you survive in a world where everything has lost its meaning?","rel":"","context":"In "Under the Lamplight"","block_context":{"text":"Under the Lamplight","link":"https:\/\/enterpriseam.com\/egypt\/category\/under-the-lamplight\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2025\/7\/868.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":645179,"url":"https:\/\/enterpriseam.com\/egypt\/2017\/07\/13\/saudi-arabias-tourism-investments-in-egypt-are-on-the-rise\/","url_meta":{"origin":707602,"position":2},"title":"Saudi Arabia\u2019s tourism investments in Egypt are on the rise","author":"enterpriseam admin","date":"13 July 2017","format":false,"excerpt":"Saudi Arabia\u2019s tourism investments in Egypt are on the rise, with Tourism Minister Yehia Rashid reportedly stating that they are on track to rise 30% by 2020, writes Nada Al Rifai for Thomson Reuters\u2019 Zawya. There are currently 17 Saudi-funded projects worth USD 270 mn underway \u2014 six projects in\u2026","rel":"","context":"In "Speed Round"","block_context":{"text":"Speed Round","link":"https:\/\/enterpriseam.com\/egypt\/category\/speed-round\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":600743,"url":"https:\/\/enterpriseam.com\/egypt\/2019\/02\/10\/pepsico-begins-exports-from-egypt-into-north-africa\/","url_meta":{"origin":707602,"position":3},"title":"PepsiCo begins exports from Egypt into North Africa","author":"enterpriseam admin","date":"10 February 2019","format":false,"excerpt":"PepsiCo Egypt begins exporting to North Africa: PepsiCo Egypt has started exporting locally-made products into North Africa has its eye on 13 more African countries, PepsiCo Vice President for Public Affairs Krista Pilot told Trade Minister Amr Nassar, according to a ministry statement (pdf). This comes as PepsiCo Egypt is\u2026","rel":"","context":"In "Speed Round"","block_context":{"text":"Speed Round","link":"https:\/\/enterpriseam.com\/egypt\/category\/speed-round\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":616303,"url":"https:\/\/enterpriseam.com\/egypt\/2024\/03\/03\/eib-splashes-the-spotlight-on-topics-that-we-consider-taboo-in-arab-society\/","url_meta":{"origin":707602,"position":4},"title":"Eib splashes the spotlight on topics that we consider taboo in Arab society","author":"enterpriseam admin","date":"3 March 2024","format":false,"excerpt":"? EARS TO THE GROUND- Whilst controversial topics can be a tad taboo to talk about, you might feel different if you can listen to them. The Jordanian Arabic language podcast, Eib, which is the Arabic word for \u201cShame,\u201d is a podcast produced by Sowt that explores the intricacies of\u2026","rel":"","context":"In "ENTERPRISE RECOMMENDS"","block_context":{"text":"ENTERPRISE RECOMMENDS","link":"https:\/\/enterpriseam.com\/egypt\/category\/enterprise-recommends-2\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":637702,"url":"https:\/\/enterpriseam.com\/egypt\/2017\/11\/22\/volante-partners-with-evision-to-enter-egypt-and-north-africa\/","url_meta":{"origin":707602,"position":5},"title":"Volante partners with eVision to enter Egypt and North Africa","author":"enterpriseam admin","date":"22 November 2017","format":false,"excerpt":"Payment software provider Volante Technologies announced its partnership with eVision to deliver efficient and agile payment solutions across the Egyptian and North African banking and finance markets. \u201ceVision is a leading software solution provider in North Africa with a strong presence in Egypt\u201d and will be using Volante\u2019s VolPay Suite\u2026","rel":"","context":"In "Banking + Finance"","block_context":{"text":"Banking + Finance","link":"https:\/\/enterpriseam.com\/egypt\/category\/banking-finance\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/707602","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/comments?post=707602"}],"version-history":[{"count":1,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/707602\/revisions"}],"predecessor-version":[{"id":707626,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/707602\/revisions\/707626"}],"acf:post":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/afternoon\/707597"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media\/707603"}],"wp:attachment":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media?parent=707602"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/categories?post=707602"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/tags?post=707602"},{"taxonomy":"brand","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/brand?post=707602"},{"taxonomy":"newspack_spnsrs_tax","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/newspack_spnsrs_tax?post=707602"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}