CAIRO, EGYPT- Egypt is using the ancient grandeur of its pyramids as a backdrop for modern pop concerts and fashion shows, hoping to boost its image, tourism and the luxury brand sector beloved by its moneyed elite.
A harbinger of the new embrace of ancient culture and history was a "golden parade" last year of 22 pharaohs that crossed Cairo from an old to a new museum in a carnival-style grand spectacle. Egypt's luxury goods sector has grown despite years of economic turmoil that saw the pound lose half its value in a 2016 currency devaluation.
The boutiques in the shopping centres of Cairo's chic new satellite cities, she said, are "up to the standards of international luxury brands".Egypt's bubble of super rich has helped create a home-grown fashion design scene whose pioneers have recently ventured onto the catwalks of Milan and Paris. Ismail said the country's luxury clothing and jewellery market "has gone from under 100 Egyptian brands to more than 1,000 today", fuelled by "a huge pool of young creative talent"."It is a big step for the government to authorise Art d'Egypte and Dior to organise events at the foot of the pyramids," the art show's curator, Nadine Abdel Ghaffar, told AFP.
"There's more and more awareness about the need for soft power and for culture as a representation for the country," she said, cautioning however that Egypt still requires "better infrastructure" to make this happen.
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