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Farah El Ashiry, who was nicknamed Fufa since birth, started the business at the age of 23. With a strong passion for textiles and travel, she decided to combine both and shed light on local tourism through the eyes of her own clothing line. 

Only a few weeks after her graduation from her dual diploma studying Integrated Marketing Communications and minoring in Art & Entrepreneurship at AUC and Fashion Design & Pattern Making at the Italian Fashion Academy, Farah was determined to showcase her first collection, which consisted of 42 beachwear pieces – all sewn by her and made out of materials she had taken from her grandmother. She witnessed an incredible sell-out and due to the high demand that followed, the designer had to change her career plans of working at a local prominent fashion firm and take charge of a business she still knew little about.

With dedication and hard work, El Ashiry decided to teach herself the foundations of running a fashion brand by interning in all the various fields of her own business. From pattern making to grading, cutting and sewing, hiring and managing, handling all types of financials, marketing and distribution  all the way to fabric sourcing and textile printing. Today, the designer has pursued her dream of opening a workshop with retail presence and an e-commerce platform and has established over 17 successful collections; she aims to grow more spreading the brands’ value and mission regionally and internationally.

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