We tend to look outside of our borders for inspiring new fashions, though what happens right around us is just as remarkable. Nada Marzouk, Founder of fashion label Authentique, was birthed out of a desire to infuse Egyptian styles with a fresh, westernized twist.
Launching in 2018, HOLR was lucky enough to chat with Nada after her first Vancouver Fashion Week show, debuting her latest collection. Nada talks to us about the technological side of her business, sourcing a diverse range of apparel, and how her post-secondary journey led to becoming a designer focused on bringing Egyptian fashion to western culture.
HOLR
What are some parts of your travels to Egypt that inspired your current collection?
NADA
Vintage flea markets. There’s also one of the biggest bazaars in Egypt in Caro called, Khan El Khalili. Full of lights, colour and turquoise tones — those elements inspired the collection. There is fancy evening wear, then there’s a sandy, really Egyptian vibe. More specifically it was inspired by the Divine Adoratrice who’s an ancient queen.
“I am very much trying to empower women and spur on a feminine movement. All the designers are female, and we do fashion workshops in Egypt for girls who wouldn’t have access to these types of resources otherwise.”
One of the designers is a painter as well, and she paints on these beautiful handmade silk scarves, so she taught the girls how to make cute scenery, and they’re always so wowed by things kids here would think is simple and expected.
So I’ve made it part of my business model. A portion of the proceeds go to these orphans and it creates such a different life for them. Setting out to empower women means I cannot forget about the younger generation who will follow in our footsteps.
HOLR
How did your first fashion show go?
NADA
It was amazing. Such an adrenaline rush, especially because it was my first show. I’m more used to being behind the scenes of everything, because I usually style everything from head to toe based off of pieces that I’ve curated.
HOLR
When you speak of pieces you’ve curated, what do you mean exactly by “curate”?
Basically, I pick out certain items via shows and events I’ve been to. I’ll either buy the piece first if I really like it, or jot it down and refer to it when the time is right. Always from local Canadian designers or Egyptian designers because that’s where I’m from. I like to bring history and cultures to make everything I do richer. That’s pretty much the ethos of the brand – coming to shop for staple pieces, but also unique. You won’t be coming to me every day, but you’ll come for those unique seamless items, like these coin necklaces for example.
*Anna fiddles with the gold pendant necklace that dangles around her neck.*
Are these your designs?
No, I wish! All designed by young talented female designers. However, they’re all styled & handpicked by myself. The idea is to have pieces that are versatile yet still a statement.
HOLR
It’s really interesting how you’ve incorporated such amazing humanitarian work into your fashion label. How did you even begin to do that? I think that part of your business will be really interesting to people because when consumers look to a fashion brand, they are most often looking for something more than just nice clothes.
NADA
I honestly think the coolest thing is having all these different designers to create one collection. So that was first, making sure the whole collection is cohesive and well-branded.
HOLR
Tell me about the other ways you’ve made your brand different from others?
NADA
Well, naturally I think part of it was my diverse experience before launching Authentique. It’s nice because this is where my Master’s came in. After going to UTM I went to work in Tel Aviv, Israel, for a phone company. When I finished there, I went and did my Master’s at Ryerson in Digital Communications, and though it wasn’t related to what I was studying, I really started to realize how interested I was in fashion. My girlfriends and I would always shop online but what we ordered never fit how we thought it would. So came the virtual fitting room. This is a service I have on my website, and it’s actually what I wrote my thesis on – how this technology can improve the online shopping experience, and raising the likelihood of having what you ordered be true to size. So I partnered with a tech company for my thesis and it just intertwined into my brand.
HOLR
Amazing. How exactly does the virtual fitting room work and how’s it been going so far?
You’re actually able to personalize all your dimensions from your body size to body weight, allowing you to see how the piece will actually fit you, and it’s been going really well. A lot of the online shoppers like it because it’s kind of like a Barbie that you’re dressing up – but the barbie is you.
HOLR
Do you think post-secondary education is necessary for a fashion designer?
I truly don’t think it is all that necessary. I’ve never taken a fashion course. But, a lot of my friends are fashion designers so naturally, I spend a lot of time with them. We’ll all hang out, pull up a Pinterest board, one of my friends would start sketching and the direction would be collaborative. Ultimately you need to network. Go to events and learn from them. Talk to people as much as possible because that will always be really beneficial.
HOLR
How many designers were a part of this show?
NADA
There’s 4 clothing designers and 2 accessory designers.
HOLR
How long was the process of putting on the first fashion show ?
NADA
Oh, it took months. I’d say about four months.
HOLR
How do you see Authentique growing in let’s say, 5 years?
I’m not all that interested in brick and mortar. I’m naturally techy, plus there’s lots of overhead when it comes to physical retail. I’m really looking to grow online as much as possible and expand brand awareness. Also growing the team because right now it is just me and the Creative Director. It’s a tough, full-time job so I’m excited for more team members.
Stay tuned for more designer interviews and original fashion content!
For more on fashion, lifestyle, and culture — follow us @HOLRMagazine.