The creative mind behind Kylie Jenner-loved label, Aliel 

The creative mind behind Kylie Jenner-loved label, Aliel 
Aliel — Leila spelled backward — was founded in 2017 by Egyptian designer Leila Abo Tira. (Supplied)
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Updated 03 September 2020
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The creative mind behind Kylie Jenner-loved label, Aliel 

The creative mind behind Kylie Jenner-loved label, Aliel 

DUBAI: For up and coming designers, celebrity endorsements can be revolutionary, especially if that celebrity is beauty mogul and reality star Kylie Jenner. Just ask Egyptian accessories label Aliel, whose design was spotted on the world’s youngest female billionaire last month.

Aliel — Leila spelled backward — was founded in 2017 by Egyptian designer Leila Abo Tira, whose family have been in the leather-manufacturing business for decades now. 

The 29-year-old marketing graduate said: “I always dreamed that one day Aliel would be celebrated globally.

“One of my biggest challenges is to find a balance between regional and international interests. Each market has its own dynamics, so I seek to adapt my products accordingly, without changing my core values. It requires a lot of research, as each market has a different approach, strategy, and trend.”

Unlike the label’s square and circular-shaped releases, Aliel’s latest collection — Ghalia, which Jenner championed — is inspired by more geometric and rectangular designs, depicting a theme of edginess. 




In a unique campaign, the brand’s latest pieces were shot underwater. (Supplied)

In a unique campaign, the brand’s latest pieces were shot underwater. Despite the conclusions one might draw from that, however, the handbags are not waterproof. The concept behind the shoot was much deeper, according to the founder. 

“The Ghalia campaign is not only about looking beneath the water, but about transcending all facades to uncover what lies beyond. Underneath all elements lies the preciousness that Ghalia seeks to bring to life,” said Abo Tira, whose luxurious designs have also been sported by American actress Joey King and Egyptian model and actress Salma Abu Deif.  

Shooting fashion pieces underwater is not an easy task, and Abo Tira revealed to us some of the challenges they faced in order to capture the radiant and lucid dream-like pictures.




Abo Tira’s family have been in the leather-manufacturing business for decades now. (Supplied) 

“We had to decide whether to choose a model for her looks or for her abilities underwater,” the entrepreneur said. “Being comfortable under water is more crucial than having the best look because it shows in the end shot.”

Abo Tira said the model, Sherouk Farid, did have to be trained before the shoot. She performed breathing exercises while posing and practiced opening her eyes a few times underwater to familiarize her body. 

“Since we naturally float in water, Sherouk had to use small weights to stay balanced below the water level,” added Abo Tira.




Abo Tira said the model, Sherouk Farid, did have to be trained before the shoot. (Supplied)

Abo Tira also paid tribute to the stylist Ahmed Serour, who she said played a huge role in the campaign.

“He had to carefully select loose, floaty, soft, and light fabrics to show the weightlessness of the water,” she said. “His role did not stop here, though; he had to dive under water with the team to make sure that the outfit and the bags were styled as planned.”

On a wider note, Abo Tira believes today’s fashion market is highly competitive.

“There is a constant need to refresh. I manage to keep up by innovating and reshaping my ideas to meet the infinite future fashion demands,” she added.