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Fatma Ghaly Tells All About Our Latest Collaboration!

Managing Director Fatma Ghaly gives the exclusive scoop on our London Fashion Week collaboration with Designer Matthew Williamson!

Our PR girl, Rana, sat Fatma down for a one-on-one chat where she told all about Azza Fahmy's next big project!

MD Fatma Ghaly, daughter of Designer Azza Fahmy

Rana: Tell us about the big news happening at
Azza Fahmy!

Fatma: We're very excited! We're collaborating with Fashion Designer 'Matthew Williamson,' creating the 'Azza Fahmy for Matthew Williamson' catwalk collection for his S/S'14 show at London Fashion Week, September 15th! We're also hoping that we collaborate for a second collection for his  A/W'14 collection in Feb!

 Rana: You chose to collaborate before,
first in London then in NewYork,
How has this strategy been working for you?

Fatma:  Collaborations are a very interesting and effective way to targeting a new audience. They're also very much of an exciting challenge and are a great way for us to show our design and creative skills! With the right partnership and shared vision in objectives and design, it has proved to be immensely successful.

Collection Mood Board and Inspirations- By Matthew Williamson & Amina Ghali

Rana: Why Matthew?

Fatma: First of all, we love Matthew's work! And we see that there are a lot of similarities between the brands. His approach to design and using all these different cultures and being inspired in his patterns, speaks a lot about our shared design philosophies.

Designers Azza Fahmy and Amina Ghali with Matthew Williamson in London

Rana: How does a collaborative collection differ from your other ones?

Fatma: If I talk about this one, I'd say it's definitely more bold and experimental!

Inspirations & Sketches by Designer Amina Ghali

Rana: Where will you be retailing the collection?

Fatma: Aside than the Azza Fahmy Boutiques and points of sale, the exciting thing this time is that the collection will be available for our global audience on our online store The collection will also be selling at the Matthew Williamson stores in London and in the region!

Rana: When is the collection showing!

Fatma: The collection is showing on September 15th during London Fashion Week at the Matthew Williamson Show.

Rana: If you can sum up the collection in one word...

Fatma: Exciting! :)

Stay tuned for live social media updates
on September 15th from the show!
Follow #AFMW via Facebook, Twitter, & Instagram!

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