Egypt’s Ramla brings architectural inspiration to artisanal footwear

Ramla is an ethical brand of effortlessly chic leather mules, convertible loafers, sandals and slippers. (Badriyah Al-Mudhaf)
Updated 09 August 2018

Egypt’s Ramla brings architectural inspiration to artisanal footwear

  • The 27-year-old designer had spent the years leading up to founding Ramla in Florence, Italy
  • Ramla is an ethical brand of effortlessly chic leather mules, convertible loafers, sandals and slippers

CAIRO: Ramla is a colloquial Egyptian word for sand. It is also the name of a new artisanal shoe brand taking Cairo by storm.

“The word ‘Ramla’ has an Egyptian essence. It invokes memories of the beach,” the brand’s founder, Reem Alaa Hamed — an architect and interior designer — told Arab News. “From an architectural perspective, sand is an important construction material that goes into the making of almost everything.”

Founded by Hamed in June 2017, Ramla is an ethical brand of effortlessly chic leather mules, convertible loafers, sandals and slippers. Hamed prides herself on offering entirely Egyptian-made products, sporting handmade silk tassels, sarma embroidery and/or fine fabrics, to mention just a few product highlights. The online store is proving increasingly popular in Cairo, Kuwait, Saudi Arabia and Italy.

The 27-year-old designer had spent the years leading up to founding Ramla in Florence, Italy, getting hands-on experience at a workshop specializing in customizable handmade artisanal men’s shoes, while simultaneously pursuing an MA in Luxury Business, before returning to Egypt.

Hamed’s introduction to the leather industry took place even earlier, after completing her BA in Interior and Architecture Design, also in Florence, where she spent some time working as a product developer for a number of retail luxury brands.

Back in Egypt, and working full-time as an architect, Hamed considered drawing on her expertise to create a new shoe brand. She mulled it over for a bit and settled on designing “comfortable, simple and fun women’s shoes.”

“I always went to after-work gatherings feeling I was a bit too formal for this more laid-back part of my day,” she said. “I wanted to create something elegant and borderline casual. Shoes I could easily slip into, anytime and anywhere.”

Ramla’s debut collection came out in June 2017. It was created from materials she had picked herself, handcrafted by Egyptian artisans under Hamed’s instruction. The collection consisted of a “Timeless” line of black mules and a “Tropical” line of more vivid ones, all paired with colorful tassels.

“I had two types of women in mind while conceptualizing these designs; the formal woman with a classic style versus the more casual and arts-y one,” she explained.

Ramla quickly began creating an online buzz, and Hamed was invited to exhibit some of her work at the Dubai Fashion Forum in October 2017.

For her winter collection, Hamed brought in her passion for architecture, creating items inspired by what she described as the architectural notions of “subtracting, adding and moving.” It included unusual V-shaped slip-ons with lines inspired by architecture, as well as a selection of low and high heels.

“I still had the same vision of creating comfy and simple designs, nothing extravagant. Except that the mule changed into a slip-on and was more of an evening thing now.”

Eager to further expand and experiment, Hamed went on to incorporate serma, a hand embroidery technique practiced in Upper Egypt, into the winter collection.

The buzz only grew louder and Hamed was soon invited to collaborate with Maya, a Kuwaiti eco-friendly brand, on a seasonal home collection; the outcome of which was a successful pop-up event held last April in Kuwait.

Hamed’s fascination with — and interest in reviving — the art of serma inspired her most recent SS’18 palazzo serma collection; which is also inspired by architecture. Eager to keep the summer spirit alive, Hamed introduced vegetable-dyed leather slippers and sandals to give the customer “a new kind of fun shoe.”

The young designer is currently working on her next winter collection, again inspired by “pure architecture, with a ‘belonging’ theme and exhibiting a mix of materials — all the while maintaining Ramla’s identity.”

Which is?

“It’s comfy, it’s classic, it’s everyday,” Hamed said.

Elle Fanning poses in fairytale Reem Acra gown

Elle Fanning stars in ‘Maleficent: Mistress of Evil.’ (Getty)
Updated 23 October 2019

Elle Fanning poses in fairytale Reem Acra gown

DUBAI: Hollywood actress Elle Fanning, the star of Disney’s latest fairytale flick “Maleficent: Mistress of Evil,” just posed for a photoshoot in an ethereal gown by Lebanese designer Reem Acra.

The star posed alongside Angelina Jolie for People magazine wearing a blush gown by the designer.

In the series of playful images, Fanning wears a horned headpiece — usually worn by Jolie’s character, Maleficent — and a gown with a sweetheart neckline and beaded bodice. The geometric beading runs across the length of the gown, which also features a barely-there belt to cinch in the waist and a spray of tulle at the hip.

“Fairytale magic. @ElleFanning wears #ReemAcraBohemianDisco while promoting her latest film #Maleficent2,” the Lebanese fashion house posted on its Instagram account.

In “Maleficent: Mistress of Evil,” the sequel set six years later, Maleficent hardly lives up to that title, but rumor would have it otherwise. The story of the sleeping beauty Aurora (Fanning) has spread across the land, painting Maleficent as the villain, rather than the one whose love saved her. Now, as Aurora plans to marry Prince Phillip (Harris Dickinson), Maleficent must meet the neighboring Queen Ingrith (Michelle Pfeiffer), who wishes to destroy Maleficent and her magical world.

While the film features a lot of violent spectacle, the inner conflict of the lead characters themselves is whether they are strong enough to resist becoming violent, rather than the inverse.

“That’s something that isn’t portrayed a lot on screen — a lot of princesses grew up and they said, ‘Well, we’re going to make her a strong princess, and we’re going to make her tough, so we’re going to make her fight!’ Is that what being a strong woman means? We’re going to have to have a sword and armor on and fight? Aurora can do that in a different way, in a pink dress. It’s beautiful that she keeps her softness and vulnerabilities as her strengths,” Fanning told Arab News in a previous interview.

“Maleficent: Mistress of Evil” debuted atop the North American box office at the weekend, but the big-budget fantasy flick fell far short of expectations, industry figures showed Monday.

The film took in $36.9 million, but that was well shy of projections that it would earn $45 million and a sharp drop-off from the first film’s $69.4 million launch in 2014.