Fashion psychology & women empowerment

The current research aims to assess the use of clothing practices as a means of communicating and expressing the Egyptian woman’s newfound confidence in the MENA region, with a particular focus on Egypt. The evolution in local fashion designers and consumer demands paints a clear and beautiful picture of how women across the region are using fashion to express their growth, their power, and their love—for themselves and for their cultures. One-to-one interviews were conducted with fashion moguls and designers who work and live in Egypt. Interview questions focused on understanding when and how the transition from Western- to ethnic-style demands surfaced and how they align with societal shifts. Our research shed a light on the ways in which neighbouring and international brands and fashion houses can appreciate and empathise with the women of the MENA region: communicate, market, and support their growth and energy.