Meet the creative mind behind Kylie Jenner-loved label, Aliel
For up-and-coming designers, celebrity endorsements can be revolutionary, especially if that celebrity is beauty mogul and reality star Kylie Jenner. Case in point: Egyptian accessories label Aliel, whose design was spotted on the social media queen last month.
Aliel — Leila spelled backward — was founded in 2017 by Egyptian designer Leila Abo Tira, whose family have been in the leather-manufacturing business for decades now. The 29-year-old marketing graduate said: “I always dreamed that one day Aliel would be celebrated globally.
“One of my biggest challenges is to find a balance between regional and international interests. Each market has its own dynamics, so I seek to adapt my products accordingly, without changing my core values.” Unlike the label’s square and circular-shaped releases, Aliel’s latest collection — Ghalia, which Jenner championed — is inspired by more geometric and rectangular motifs. In a fun campaign, the brand’s latest pieces were shot underwater. Despite the conclusions one might draw from that, the handbags are not waterproof. The concept behind the shoot was much deeper, according to the founder. “The Ghalia campaign is not only about looking beneath the water, but about transcending all facades to uncover what lies beyond. Underneath all elements lies the preciousness that Ghalia seeks to bring to life,” said Abo Tira, whose luxurious designs have also been sported by US actress Joey King and Egyptian model and actress Salma Abu Deif. Shooting fashion pieces underwater is no easy task, however. “We had to decide whether to choose a model for her looks or for her abilities underwater,” the entrepreneur said. “Being comfortable under water is more crucial than having the best look because it shows in the end shot.” Model Sherouk Farid had to practice holding her breath while posing and opening her eyes wide under water. She also had to use small weights to avoid floating upward and ruining the shot.
Abo Tira also paid tribute to stylist Ahmed Serour, who played a key role in the campaign.
“He had to select loose, floaty, soft and light fabrics to show the weightlessness of the water,” she said.
The lengths to which the designer went for the perfect shot shows just how competitive the accessories market is in the region. “There is a constant need to refresh,” she said, “I manage to keep up by innovating and reshaping my ideas to meet the infinite future fashion demands.”