Document Type

Conference Proceeding

Publication Date

2025

Abstract

Egyptian culture features a rich history in arts, crafts, and various traditions, influenced by historical encounters and a range of geographical backgrounds. However, this cultural wealth is facing a serious challenge: surveys indicate that many of Generation Z in Egypt are unaware of its deep meanings and historical significance. This research seeks to address this issue by investigating how new designers can reinterpret cultural aspects for a modern audience, thus promoting both appreciation and preservation. Moreover, examining the creative processes of emerging fashion designers who develop clothing collections inspired by Egyptian culture from regions like Siwa, Sinai, Old Cairo, and Nubia aiming to strike a balance between the historical authenticity of symbolic motifs and regional garments alongside modern silhouettes, covering styles from ready-to-wear to streetwear and haute couture.

A qualitative research approach was utilized, focusing on the creative workflows of senior fashion students at the British University in Egypt. The study included an analysis of student projects to uncover design outcomes, dominant sources of inspiration, and how identity is expressed among Generation Z. This exploration offered valuable insights into the blending of traditional cultural elements with modern design concepts.

The research showcases successful strategies used by Gen Z students to curate fashion design collections, adapting to swift changes in consumer preferences, encouraging a more sustainable and culturally conscious fashion industry. Additionally, the assessment of student projects illustrates how designers’ personalities and identity expressions are vital in maintaining heritage both locally and globally.

The findings provide significant insights into fashion education, cultural organizations, and up-and-coming designers. By grasping how to effectively combine cultural heritage with contemporary design, there is potential to develop educational programs and initiatives that foster cultural awareness and promote the preservation of Egyptian heritage through fashion. This could lead to new opportunities for cultural exchange and economic advancement.

Comments

This paper was presented at the "Fashion as a Tool for Social Change" conference at Woxsen University, Hyderabad, India, in November 2025.

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