Soucha, a Tunisian-born designer, has brought glitz, dazzle and fun back to the fashion scene in Egypt. Seven years ago haute couture in Cairo was practically non existent but it has now made a new appearance.
Unlike many of his counterparts in the Arab world who have a tendency to copy, Soucha is known for his exuberant creativity. He is a mix of Galliano, Jean Paul Gaultier, Gianfranco Ferre, Azzedine Alaia and Dolce & Gabanna. The result is a unique and distinctive style which has won him praise and recognition throughout the Arab world. Next month, Soucha will be in Beirut and then to Kuwait where he is preparing a grand fashion show. In addition, he has been invited to show his latest collection in Canada.
Too much is never enough for this hyper-active designer. He is literally everywhere. He does video clips for famous Arab singers such as Samira Said, Ahlam and Latifa. He also designs clothes for TV serials and he even did the costumes for the poster of the hit movie “Sahr Al Layali.” And now on top of all this, he is about to launch a collection of exclusive accessories which will include bags, shoes and jewelry.
Nothing is impossible for Soucha and he is known to revel in a deadline. He has done a wedding dress in two days and actress Mona Zaki’s engagement dress went from drawing board to reality in only one day. How does he manage all this things?
The answer is in two parts. Soucha was born with a demanding creative talent and he is also, first and foremost, a professional. When he was a schoolboy, he manifested a talent for drawing and was always interested in the way people dressed. After school, he studied at the Academia della Moda in Florence where he specialized in haute couture. After moving to Paris and working there, he decided to settle in Egypt where he opened a haute couture atelier and a shop.
Always on the move, Soucha is carried away by an incredible exuberance for life. Yet despite his demanding working schedule, he has the rare ability to do several things at the same time, which explains how he is able to achieve so much. He is definitely helped by his immense creative talent plus a natural graciousness — which means that people will wait happily for hours in his salon. None of his clients complain or even blame him for not sticking to appointments. “Meeting Soucha and having your dream dress come true is worth waiting for!” said a young woman who had already been waiting for two hours!
Soucha always takes time to listen and as the client explains what she has in mind, he takes hold of a sketch pad and begins to draw. The more she talks, the faster he draws. In the end, after the final sketch has been produced and accepted, he talks about the material to be used, the accessories and even the shoes. Soucha handles the meeting like a master and it is not rare for a client to come out of a meeting in less than an hour with her dream dress carefully sketched and its specifications duly recorded. Unlike most designers, Soucha also designs wedding dresses and evening wear for women wearing the veil. Over the past few years, he is known to have designed some fabulously impressive dresses for veiled women.
Asked about his upcoming Summer Collection, Soucha said: “I am using lots of vibrant colors — fuchsia, orange and mauve. I like a woman to be glamorous like women were in the 50’s. A woman had her hair done beautifully then; her make-up was sophisticated and she wore such elegant, feminine clothes.”