Today, it’s simply not enough to just make good clothes. In fact, for a fashion brand to truly stand out in such an overcrowded environment, a myriad of boxes must be ticked, one of which includes a steadfast commitment to adding real value to the lives of others— a quality that rising Egyptian designer Malak Hany has made her guiding light while navigating the world of fashion.
Having recently founded her own prêt-à-porter label, The Front Row Studios (TFRS), the Cairo-born, raised, and based clothier is on a mission to strike the right balance “between effortless must-have essentials and unique statement pieces,” all while empowering women-identifying individuals along the way. Proudly sketched, sourced, and manufactured in her native Egypt, the brand seeks to provide customers with an array of “fashion-forward pieces that accentuate the female form” and which foster “a sense of sexiness and confidence,” at the same time. Only a couple of months old, in such a short amount of time, the 25-year-old creative has turned her former hobby into a full-blown vocation, stitching the dreams of her younger self in every seam and thread.
Voir cette publication sur Instagram
Une publication partagée par THEFRONTROWSTUDIOS (@thefrontrowstudios)
“[Fashion] is something that my mom and I would bond over,” Hany told MILLE. “It played and still plays a huge part in my family because I was mostly surrounded by women growing up. I’d say that their own personal styles shaped the way I like to express my sense of individuality today, which I tend to do through clothes,” she continued, explaining how her upbringing laid the foundations of her current business. “All these influences played a part in how The Front Row Studios came into fruition as the brand is all about, not to sound cliché, women feeling comfortable in their own skin and what they wear. Everything about your body changes with confidence and I always want those wearing our pieces to feel as strong and in control as they can in them,” she added.
Recognizing the fashion realm’s overly saturated landscape, where brands tend to fade as quickly as they pop up, Hany made use of her background in marketing and psychology to defy the transient nature of the industry. Strategically positioning her label in a space that stands apart, for over three years, the up-and-coming designer planned and mapped out her vision with great care and attention. With a keen eye for visuals and a finely tuned aesthetic, rather than rush to launch her venture, she instead chose to methodically craft each aspect of her brand, from the logo to the packaging, to ensure that every detail would echo back to her ethos and resonate with her target audience in the way she intended.
“Upon founding TFRS, I realized that there was a huge gap in the women’s clothing market in Egypt. After COVID-19, I remember seeing a lot of local brands come to life–which is great, don’t get me wrong– but I do also remember seeing a lot of them struggle to differentiate themselves,” she recalled. “It was mainly either hoodies, sweatpants, or items that aren’t really wearable in our city. As most would either identify themselves as a streetwear or high-luxury brand, we decided to settle in between both. It’s a very fine line but we’re trying to find the right equilibrium. It’s still too early to say that I’m where I’d like to be as there is still a long way ahead to bring my whole vision to life, but it’s an ongoing process that’s progressing with each collection we release,” she went on to share.
“That said, I’d still classify TFRS as luxury, and I’m not using that word lightly. It’s no marketing gimmick, but when I say ‘luxury,’ I mean the entire experience from start to finish, from online communication to the final product and how you feel when you wear any given garment,” Hany claimed, revealing how she prioritizes quality, craftsmanship, and attention to detail above all else. “And it’s the latter that the brand’s name tries to capture. It’s all about being at the front and centre of wherever you may be,” she noted.
But that’s not all, as beyond the materials and tailoring, the young creative also aims to provide prospective shoppers with an immersive feel-good experience she claims is missing in our local fashion scene. Very much aware of how shopping isn’t just about adding items to your basket, Hany intends to leave customers with a sense that every purchase is an invitation to carelessly enjoy the thrill of self-indulgence and revel in the satisfaction of being treated like royalty.
“I wanted for people in Egypt to experience the fun of treating yourself and being a luxury customer. I’ve been privileged to have been able to travel a lot both alone and with my family and I know firsthand what it feels like to buy an expensive package or reward myself through fashion,” she said. “I think it’s such a great experience and I’d like to share that with as many people as possible,” she added, shedding light on how she’d ultimately rather have a community-based approach rather than one that is exclusively commercial.
Voir cette publication sur Instagram
Une publication partagée par THEFRONTROWSTUDIOS (@thefrontrowstudios)
With two collections already available and a summer line on the way, Hany explained that she’s just scratching the surface of her brand’s potential. Alongside the sartorial side of things, she has plans to introduce fine jewelry, fragrances, and an exclusive club for friends and family where privileged shoppers will be able to enjoy personalized perks. With aspirations to expand beyond Egypt, the future looks promising for The Fashion Row Studios.