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The Experts

The Expert

Heba Serag ElDin

I have graduated with a BA in political science and  a double specialization in international law and international relations with a minor in art. Then I went on and established Fashion Garage the first e-commerce shop in Egypt that was based on scouting local talents and start ups in the fashion arena and offering them a plat form to sell their products. Later on I established another sister company called fashion funds for fashion events Management that basically donates its proceedings to a different Non profit organization every event. I then decided to study more about in relevance to fashion and so I studied luxury brand Managment and buying and visual merchandising at central saint martins; london school of the arts.

I am very passionate about photography (I was the first Arab to be accepted and allowed to participate in the international art expo in Bari, italy) I am also a painter and very much consider myself a foodie.

Q:  WHAT INSPIRED YOU TO TAKE THIS CAREER PATH?

A: My mother has always been a fashion inspiration to me and to others, just seeing how she dressed in her everyday life is a strong factor.

Q: HOW HAVE DIGITAL INFLUENCERS SHAPED THE NEW ERA IN THE FASHION INDUSTRY?

A: The digital era in general has opened a gate to regular people to voice their opinion about fashion and created a click away runway for everyone to see. Thus, paving way to hoards of young talent to emerge on an international platform where consumers can relate to and follow for inspiration. This movement is creating a new breed of entrepreneur; where simple love of fashion can be flipped over into a business. these savvy bloggers come in all shapes, colors, sizes and age groups and they are changing the way brands reach customers forever, while defining trends that were once only swayed by big fashion magazine.

Q: WHAT ARE KEY FACTORS IN BECOMING AN INFLUENCER / BLOGGER TODAY?

A: Is Having an identity and sticking to it is the number one factor to succeeding in this field. Also, coming to realize that there are hundreds if not thousands of people who follow you everyday and that you are capable of touching their lives kind of makes you responsible of spreading positivity and knowledge as much as you can through your account into their lives.

Q: WHO IS THE TOP INTERNATIONAL BLOGGER THAT MOSTLY INSPIRES YOU OR ADMIRE THEIR STYLE?

A: They are so many. i personally like Olivia Palermo because she is not a blogger, she s a socialite which i can relate to. i also like, Negin mirsalehi, peace love shea, song of style, Blaire Eadie, The Sartorialist, Lana El Sahely.

Q: BLOGGER TO SOCIAL MEDIA QUEEN TO INFLUENCERS. SO WHERE DO YOU SEE THE FUTURE OF “DIGITAL INFLUENCERS” HEADING TO OR HAS IT REACHED ITS LIMITS?

A: I cant really tell where it will go but i can assure you that this isn’t just it yet.

Q: ONE PIECE OF ADVICE ON WARDROBE ESSENTIALS.

A: Have your “Basics” in order.

Q: MALE CELEBRITY FEVER?

A: Tom Hardy, Theo James.

Q: TOP 3 TV SERIES?

A:  Game of thrones, Reign, Suits.

Q: FAVORITE UPCOMING BRAND?

A: Salar Milano, it was established in 2010 but it only started making waves this past year.

Q: MOST ESSENTIAL MAKE-UP PRODUCT THAT YOU CAN’T LIVE WITHOUT?

A:  Lipstick.

Q: WHAT ARE YOUR FAVORITE TRENDS COMING UP FOR SUMMER?

A:  Modern Ruffles, Tulle and all that Fuchsia.

Top 12 picks from the collections

30%Sold Out Sold Out
7

MARQUES’ ALMEIDA

Denim Top

Denim tank top

Denim Top

5,500 L.E. 3,850 L.E.
30%Sold Out
28
30

MARQUES’ ALMEIDA

Metallic Trousers

Metallic cropped trousers

Metallic Trousers

10,250 L.E. 7,175 L.E.
30%Sold Out
8
20

MARQUES’ ALMEIDA

Denim Top

One-shoulder frayed denim top

Denim Top

6,000 L.E. 4,200 L.E.
30%Sold Out Sold Out
9
22

MARQUES’ ALMEIDA

Cross Stitched Trousers

Silver blend ross Stitched Trousers

Cross Stitched Trousers

10,000 L.E. 7,000 L.E.10,000 L.E.

Sold Out

30%Sold Out
3
14

MARQUES’ ALMEIDA

Cross Stitched Jeans

Lace-up wide-leg jeans

Cross Stitched Jeans

10,000 L.E. 7,000 L.E.
30%Sold Out
4
15

MARQUES’ ALMEIDA

Shirt Jacket

Double breasted shirt jacket

Shirt Jacket

9,100 L.E. 6,370 L.E.
30%Sold Out
1
12

MARQUES’ ALMEIDA

Denim Shirt

Denim jacket-style shirt

Denim Shirt

7,550 L.E. 5,285 L.E.
30%Sold Out Sold Out
5
16

MARQUES’ ALMEIDA

Shirt Jacket

Double breasted shirt jacket

Shirt Jacket

9,100 L.E. 6,370 L.E.

Sold Out

30%Sold Out
2
13

MARQUES’ ALMEIDA

Sequin Dress

Sequin embellished dress

Sequin Dress

7,550 L.E. 5,285 L.E.
30%Sold Out
6
17

MARQUES’ ALMEIDA

Cuff Jeans

Flared cuff jeans

Cuff Jeans

7,900 L.E. 5,530 L.E.
30%Sold Out
10
26

MARQUES’ ALMEIDA

Cuff Jeans

Flared cuff jeans

Cuff Jeans

7,900 L.E. 5,530 L.E.
6
1

MSGM

Striped Jumpsuit

Cotton striped jumpsuit

Striped Jumpsuit

10,650 L.E.

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