From the temples of Luxor to the Pyramids of Giza, the mythical places of ancient Egypt are providing breathtaking backdrops for concerts, fashion shows or exhibitions in recent weeks, making the Egyptian archaeological heritage a showcase for renewing Egypt's image and attracting luxury brands.
After designer Stefano Ricci made a show in front of Hatshepsut's temple in Luxor in October, Dior presented his men's collection at the foot of the Pyramids, just outside Cairo, during his first show in Egypt.
Kim Jones, creative director of Dior menswear, staged the Pre-fall 2023 collection, celebrating the 75th anniversary of the maison in style.
Dior CEO Pietro Beccari said the French haute couture house chose the setting of the pyramids because they are so much "more than just a backdrop" and ancient Egyptian astrology inspired the collection called " Celestial".
"This will encourage other international cultural brands and players to come," said art historian Bahia Shehab, noting that Egypt relies on "culture for its image."
Already last year the Egypt of the pharaohs was the subject of a spectacular parade of 22 royal mummies through Cairo in an event orchestrated by Egyptian President Abdel Fattah al-Sissi to help revive tourism, a sector which accounts for 10% of GDP and employs two million people but is undermined by over ten years of political upheaval, Islamic terrorism, the pandemic and now the economic repercussions of the war in Ukraine.
Opening up to modern culture, Egypt also attracted American hip-hop group the Black Eyed Peas, who performed at the Pyramids of Giza, while Frenchman JR exhibited his photos there.
(ANSA-AFP).