Unlike most Arab designers who want to be internationally known and so move to a Western country, Tunisian-born Soucha has always wanted to work with Arabs in an Arab country. He chose to set himself up in Egypt: “I felt there were not enough creative designers in Egypt — and furthermore, Cairo is considered the Hollywood of the Arab World”
The world of fashion is especially fickle and it is refreshing to find a designer with a different approach. Undoubtedly, part of Soucha’s success is because of his human qualities. He describes himself as honest and trustworthy and is also known for his generosity, kindness and charisma. Over the years he has collected a core of loyal customers. Having a dress designed by Soucha is certainly a unique experience. The fun and the excitement start with the first meeting. With an infectious smile and his omnipresent sketch book, Soucha greets his customers in his black and white art deco office. He will always do his utmost to please a client. This has led him to design evening dresses and even wedding dresses for veiled women.
“In the last decade, the number of young women wearing the veil in Egypt has increased considerably. Ever since, I have been in Egypt, I have been asked to create wedding dresses for veiled women but in the last three years, I have noticed that veiled women want a glamorous dress. Like any bride, they want to look beautiful on their wedding day and are prepared to pay the price.”
Soucha explains that designing a wedding dress for a veiled woman is a different experience. Only the most beautiful and expensive fabrics can be used and because the face and the whole body is covered, the emphasis shifts to the fabric: “I work a lot with lace of course, shantung, taffeta and chiffon. For women who have a darker complexion, I prefer to use off-white rather than white. I also once designed a fabulous golden wedding dress.”
Soucha pays the utmost attention to the head covering. As a rule, he designs the head dress at the end. He sees the it as an intrinsic part of the dress, meant not only to cover the head but also to enhance the beauty of the bride on what is considered to be the most important day of her life.
Soucha is currently preparing his Spring and Summer Collection which is inspired by the 50s. “I’m using lots of silk and chiffon, plenty of accessories and two main colors:white and fuchsia.” After a successful presentation at the Arab Fashion Week in Beirut, Soucha is presently planning to present his Autumn-Winter Collection in Paris and is also considering opening a Soucha outlet in Saudi Arabia.
Looking back on his career since 1999, Soucha, is happy about his career in Egypt. It is no secret that his idea of happiness is designing. He once said that when he got onto the catwalk after a fashion show he was moved by an indescribable feeling of happiness. For a brief moment he feels that the audience recognizes his creative talent. “I never get that feeling anywhere else. I am not commercial and I do not dream of becoming rich but I do wish to be recognized internationally because I believe in my work,” he concluded.