“Did you know Egyptians invented pleats?” asks NOORstudios’ Yasmeen Afifi and Bex. The creative duo are reflecting on their brand refresh for Cairo-based Designs by G – a collaboration that puts their shared love of Egypt front and centre while reclaiming their culture from centuries of pillaging by the West. Inspired by “overlapping fabrics and overlapping feelings of happiness and love,” Designs by G merges ancestral art with bold silhouettes that aim to “usher in a new wave of futurism.” And all this comes to life in these stunning new visuals.

The brand was founded in 2022 by then 19-year-old Ahmed Hossam who took cues from Japanese avant-garde design to develop his own aesthetic rooted in his reality and heritage. “I started in my room without any formal fashion education. My mother encouraged me to pursue this dream while my friends helped me to grow the artistry,” he reflects. “People started noticing the designs because they were different and because I always strive for greatness.” One of the key ways that Designs by G differentiated itself in Egypt’s fashion scene is by eschewing trends altogether. “I create pieces that are unique and timeless. In Egypt they love trends and putting labels on everything, but G is here to break those norms.”

His unswerving approach worked and within a year, the designer was dressing some of the country’s biggest stars including creating the wardrobe for Ziad Zaza’s ‘Dayra’ video. “This was my big break. The design that gained most attention had all of these layers flying while Ziad was standing in a large circle of fire.” Meanwhile, collaborating with Mohamed Ramadan saw Hossam garner even wider recognition. “Working with him for a hit commercial allowed me to develop my team in a factory setting.”

Hossam’s “mysterious and original designs” are reflected in NOORstudios’ directorial concept for the brand refresh realised through a series of dynamic visuals using the language of the current collection. “NOORstudios are very wonderful people. My team and I love them so much,” Hossam says. “They developed exactly what we envisioned for the pieces – the videos look like a vision for the future.” Watch the short films and you’ll notice the clever ways in which the volume in Design by G’s silhouettes, worn by new face Youssef Hany, are sonically mirrored by the city’s soundscape – every honk of a car horn is reflected in the flourish of a peplum or oversized shape.

New York-based Afifi and Bex of NOORstudios are dedicated to spotlighting the abundant creativity coming out of their ancestral homeland. “Growing up as Egyptian-American, we seldomly saw our cultures, stories and selves represented in the media landscape. So, we want our work to resonate with our community,” they say. “In Arabic, noor means divine light. We’re building a global creative hub that centres Black and Brown creative excellence, narratives and brands. We ensure talent are credited and respected for their works, and amplify all voices, especially the bold and underrepresented.”

Designs by G and NOORstudios both love to be part of a new wave of artists from Egypt, its diaspora and the wider South West Asian and North African region who are talented, proud and refuse to be quiet. “There are so many brilliant young and passionate creators that are pursuing their passions, challenging absurdity and breaking norms. The creative scene in the Arab world is on the rise, blossoming across the region and we’re seeing legends get their recognition on the global stage,” they continue. “The western diaspora is also connecting on a deeper emotional and cultural level. Artists feel a responsibility to ensure their art reflects the state of the world, being very vocal about current events and taking a stance through their platform.” And long may it continue.