(MENAFN- Daily News Egypt) Last week, many fashion fanatics marched to Uptown Cairo in order to be witness to a never-before-seen journey. The crowd was ushered through different rooms that hosted themed presentations. The thought-through event was designed to take each member of the audience into the journeys and experiences invested in each and every outfit.
Egypt’s first fashion journey was organised to celebrate the launch of Jumia Chic Boutique. This virtual shop represents the website’s most recent contribution to the local fashion scene.
The fashion journey included few interrelated presentations that unfolded the various inspirations behind each design
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'The boutique is capturing the massive growth of fashion e-commerce in Egypt, and we look forward to the progress and the further development of the boutique. Jumia Egypt has a general strategy to support local brands,” commented Hesham Safwat, CEO Jumia Egypt.
The online platform is a golden chance for many promising talents to reach out to potential clients and showcase their latest collections. Being the largest e-commerce website in Africa, Jumia’s network of users is a great opportunity for any-given local designer. On the other hand, the website will also provide the designers with a consistent marketing plan to help them flourish.
Furthermore, the new initiative will occupy a dedicated section on Jumia’s website under the name of “Jumia Chic Boutique”, on which only local designers will be featured. The section is set to be launched with a vibrant SS16 collection that will certainly appeal to a fresh and young audience.
The website currently features ten different labels: including Sara Beshier Designs, E-Nash, The Sahara Collection, Nahla el Alfy Designs, Sarai Omar Couture, Heba Meklad Accessories, Nile Eyewear, Trinket, AD'oro, Upfuse Bags, Noi Designs, and Pellame.
With that said, the event also celebrated a major comeback of Jumia’s fashion label, Agu. The ready-to-wear brand launched its SS16 collection in a spring-themed show that was both fresh and modern.
'Agu is a destination to find what all the customers want, from basics to statement pieces,' said Hekmat Momtaz, head of the Agu label at Jumia Egypt. 'Agu provides great value for money for its young, trendy customers who are looking to have a unique style and make a statement with their outfits. Agu equips every customer with the ability to make their everyday wear a unique and comfy experience.'
Jumia is currently working to create an interactive and fast channel that can connect customers with the brand anywhere, anytime. 'Jumia is a people's brand, and we will keep pursuing our commitment to continuously give consumers across the region access to the latest fashion trends from the best fashion brands. Customers will continue to rapidly move online and purchase via e-commerce; meanwhile, Jumia will continue to make the online shopping experience for its customer complete,' concluded Safwat.