How Lara Mekkawy Turned Exclusivity Into Identity
Concept Team
Lara Mekkawy is an Egyptian fashion brand created by a young entrepreneur who wanted to make something exclusive and different. She chose the corset as the main piece of the brand because she felt it was unique and could represent the identity of her designs.
The brand focuses on 100% Egyptian-made products. Lara wants to support local industry and show that Egyptian fashion can be high quality and creative. Before launching any collection, she does a lot of research to understand trends and customer needs.
During COVID-19, Lara decided to focus more on growing her brand because people were staying at home and shopping online more. She always tries to make her brand different by creating limited pieces and special designs.
In Ramadan, she launched customized kaftans and abayas with very fast delivery. Customers could receive their orders the next day. The collection became very successful, especially after actress Inji Ali wore two of the designs, which gave the brand a lot of attention on social media.
Lara studied Integrated Marketing Communications (IMC) at AUC, and this helped her understand branding and marketing. However, she does not like the traditional corporate “9 to 5” lifestyle. She prefers being an entrepreneur and creating her own projects.
She also worked on many collaborations with local and international brands. These collaborations helped her reach more people and grow her business.
Today, Lara dreams of taking her brand internationally while still keeping Egyptian manufacturing in every product. She wants the world to recognize Egyptian fashion and creativity through her brand.
