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Tag Archives: boho


Amuse Logo


Amuse, a new lifestyle concept store, will be opening its doors to the public with a cocktail reception on October 20th, at 8pm.  Located in Zamalek, the ‘It’ location for Cairo’s boutiques, Amuse will carry everything from ready-to-wear, fashion accessories, home accessories to giftware.  Named after the muses of fashion, Amuse hopes to create a haven that will both inspire fashion muses and inspire the store as well.

Expect to find brands such as Hotel Particulier, Queen of E.vil, Voom, Cecilia de Bucourt, OTT, Asli Filinta, Fiona Paxton Jewelry, House of Harlow and more.  You can find home accessories by Alchemy and the beyond cool Boho candles, books and great gifts.  The most exciting part of it all, they will be carrying the Fashion Rules! board game.  For obsessed ladies like us, this is THE board game to play for a girls night in!

We will bring you more from the cocktail reception and hope to see you there!  Below is the invite.

amuse Launch Invite

Location: 15 Ismail Mohamed St., Borj Jeddah on the ground floor, Zamalek

Forty West, SODIC’s new project, in collaboration with HIP Boutique brought Matthew Williamson’s Spring/Summer 2010 collection to Cairo last night with a fashion show, up to international standards minus the models (Karina you were the best!), at the Four Seasons Nile Plaza.  Thanks to GLAM Fashion and Styling Agency (Maissa and Sahar Azab) who were behind the hard work of the show!
Should we expect any less from SODIC, the Real Estate developers known for their PR?  Last night’s show was just one of the 7 events held throughout the week, and it was packed full of Cairo’s socialites all decked out in stylish fall attire.  For some reason Gossip Girl came into mind but instead of the Palace, we were at the Four Seasons.  I can’t say there was a real trend for the night’s outfits but there definitely was a lot of black.  Then again, IT IS winter and winter equals black.

Getting back to business, the fashion show that is.  Williamson’s aesthetic is hard to miss, but this time around, the flowery boho signature look was nowhere to be found.  While parts of the collection still screamed Williamson with bright fluorescent greens, colorful prints, and embellishments; there was structure and a focus on lines, not your typical hippie.  One cannot ignore the high-waisted shorts with beautifully beaded metallic tops, the multiple uses of textures, and the tropical palette. The show ended with a set of Grecian cut-out gowns and one special organza drop waist gown with a pouf below the knee.  My summary is cut-out dresses, neon greens and blues, and LOTS of different sorts of embellishment.
Below are some pictures of the real runway items that were showcased yesterday.  Hopefully, the actual runway pictures will follow shortly. 

Old Silver Beaded Cropped Jacket with Bronze Highwaisted Shorts

Ikat Print Jersey Rouched Dress with Cropped Jacket

Ikat Printed Cutout Dress with Navy Sleeves

Gold Metallic Beaded Dress with Blue Feathers

Floral Graphic Fully Beaded Shift Dress with Black Beaded Tuxedo Jacket

Neon Lemon Cutout Chiffon Dress

Strong Shouldered LBD with Beaded Trim Sleeve

 MY FAVORITE!!!! It is THE dress and looks amazing in real life.

Cocktail Organza Multi-colored Blue Gown

All items and MORE available at HIP Boutique for order!