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6th of October City, Cairo, Egypt.
adL: Pretty & Feminine Women's Wear Brand in Mall of Arabia
Located across from Zara Home in the massive Mall of Arabia in 6th of October City, adL is one of those shops that you could easily walk past and ignore because – at first glance – it may not have the trendiest and funkiest clothing in the mall. However, a thorough browse through the spacious shop will definitely lead you to some great fashion finds.
adL’s clothing is very feminine, and many of its items are layered and loosely fit with thin belts at the waist, making this a great brand for veiled women and others keen to avoid skin-tight clothing. That being said, this reviewer did spot a collection of skinny, low waist jeans (269LE) in white, beige, dark blue and a faded blue, as well as a few short dresses.
A long white dress with a peach empire waist sash and v-neckline had a pastel butterfly and flower pattern, while another ankle-length dress in a plain cappuccino dress retailed for 500LE; a little pricey in this reviewer’s opinion considering that its cut and fabric made it reminiscent of lower-end brands. A more affordable option was the heavily ruffled mini dress for 199LE, available in blue, white and beige; though you might need some leggings underneath.
A thorough browse through the racks led this reviewer to some happy discoveries, such as the beige wide-legged trousers with high-waist belt, or the loose peach dresses with thin grey belts and the flower v-neck short dresses with fitted waists. This reviewer also loved the ‘pembe’ short and layered dress in a faded rose pink (600LE), and the strapless ‘empire’ jumpsuit in beige with its hummingbird and flower pattern (around 600LE), which was sadly lined and so a little too thick and heavy for a day at the beach.
There are several pretty tops in shades of peach and beige, both of which are trendy colours this year, with features such as lace trimming or gauze details. Casual smart tops range between 200LE and 300LE, while plain t-shirts and tank tops range between 90LE and 140LE.
This reviewer ignored the shop’s boring nautical collection and obligatory black collection, as well as the stonewashed jeans with massive bejewelled side pockets (399LE) on display in the window. Some of the brand’s accessories are undeniably pretty, such as the woven tanned leather belts and the thin belts (around 130LE) with painted flowers, or the canvas purses (169LE) with faded pink flower details. A few large clutches with flower patterns (around 300LE) and a Missoni-like woven pattern caught this reviewer’s eye, as did a few large leather bags in sedated grey, camel brown and black with large clasp details.
Some clothing in adL can go overboard on the frills and flowers, but there are other items that are undeniably pretty and trendy. This brand is great if you’re looking for loose, colourful tunics, pretty shift dresses, flower patterns galore and lace detail.
Let’s face it; finding good, quality, fashionable clothes for veiled women on the Cairo shopping scene isn’t as easy as one might think. On the one hand, there is a lack of the go-to outlets fashioning clothes for veiled women, then there’s juggling the vicious triangle of size, taste and affordability, on the other hand.
Prude & Style Girl is possibly one of the very few shops trying to break that vicious triangle; as a shop specialising in ‘hijab fashion’ and answering to veiled women’s challenge of finding decent, hip and affordable fashion wear, Prude & Style Girl is a rather unique venue.
As the brainchild of two female entrepreneurs in their early twenties, Prude & Style Girl also offer online shopping via its Facebook page, but our visit to the store in Heliopolis threw up more surprises.
At the time of our visit, the shop was overcrowded - this is a place that has quickly gathered a loyal fan-base - but that didn’t detract from the wide variety of clothes and accessories on offer.
Prude & Style Girl’s summer collection caters for all tastes; there are plain simple sleeveless dresses (200LE) that can be paired with cardigans, long-sleeve dresses with different Indian-inspired and paisley patterns (250 LE) – of which we liked a beige dress with shades of blue, red and green. The shop also boasts a large variety of summer dresses available in vibrant summer colours (200LE); one white dress with blue sleeves (200LE) perfect attire on the beach for veiled ladies, caught our eye.
The shop also has a selection of evening dresses and skirts suitable for many occasions; black and white polka dot dresses (210LE), a light pink V-neck lace dress also (250LE) as well as satin and lace skirts available in different colours (150LE) stood out in particular.
But it’s the cardigans and kimonos that impressed in Prude & Style Girl’s summer collection; the versatile pieces add a hip and trendy dimension to putting an outfit together.
Overall, what impressed us most about Prude & Style Girl is the versatility of its pieces and the sheer options available. Veiled Cairenes often find themselves in despair when it comes to shopping for modern, demure clothing but this is one shop that proves you can have the best of both worlds.