“Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening,” – Coco Chanel.
Fashion brand, Pepla, founded by ambitious sisters, Dina and Farah El-Mosalami, strives towards exploring the deeper meaning behind clothing. Their focus shifts from the mainstream perpetuation of what is “sexy” to the strength of their minds instead. Not only do they promote the idea of modest fashion, but they also speak to women and share inspirational stories on their platforms in hopes of guiding young women towards making a change in society.
“Your brain is your beauty,” shares Dina about the vision of her brainchild. “Our childhood was in the United States. At the time, in the mid-90s, Hollywood would always push this image of very skinny blonde women in very tiny shorts, and that was their definition of beauty. So, we grew up feeling like if we didn’t dress in a certain way, we wouldn’t be beautiful.”
Dina and Farah, who both hold BA degrees in Business from the American University in Cairo, did not find that big brands catered to their modest profile, and they decided to take matters into their own hands and create clothes for girls that don’t necessarily want to show skin. They won the Injaz Egypt’s start-up competition and launched Pepla immediately afterwards. Their perception of beauty revolved around ideals like living with purpose, which is what made women look beautiful the most.
“Sexiness is a woman who is concerned about others,” adds Dina.“She is someone who is crazy enough to think she can make a real change in her society. She’s determined to leave the world a better place than she found it. To that woman, we proudly serve you with love!”
Pepla paves the way for the future of modest clothing launching their collection on the 6th of March at Debenhams, Cairo Festival City at 5.00 PM. The sisters are thrilled to live up to the international standard of Debenhams, and they did not anticipate such success at a short time. They credit their accomplishments to the power of prayer and their close connection with God. They also credit people’s admiration, support, and positive feedback that they had received throughout the challenges they’ve faced.
Show some love and visit Pepla this weekend at CFC. See you there!