Jordan Stitch Cairo 2025: Expanding a vision of cross-national fashion collaboration
Jordan Stitch Cairo follows the first edition of the Jordan Stitch: Empowering Women in Fashion programme held in Amman in 2024, which gathered 20 outstanding Jordanian women fashion designers. Supported by the Cultural Relations Platform and the Delegation of the European Union to Jordan, last year’s workshop fostered pride in Jordanian heritage and empowered women to showcase contemporary fashion. Building on this success, this year’s programme has expanded its scope to include a cross-national creative exchange in Egypt, bringing together designers, creatives, and industry leaders.
From Monday 15th to Wednesday 17th September 2025, three Jordanian designers: Shorouq Mazrawi (House of Shorouq), Diana Abu Neel (Melotte by Diana) and Sanaa Mohammed (Sada by Sanaa & Issam x Sanaa), were fully immersed in a dynamic exploration of Egypt’s vibrant fashion and textile industry. Their itinerary included visits to key fabric factories and production facilities in and around Cairo, providing hands-on insights into textile manufacturing, sampling, digital printing, fabric and denim production and sustainable material sourcing, engaging directly with local artisans and production teams.
The Cultural Relations Platform collaborated with renowned consultants and creatives to deliver bespoke masterclasses at Maison 69 Cairo Studio Space. Clair Seffeen (the design narratives) guided participants through brand strategy and retail consultancy, emphasising sustainable growth models. Ingy Ismail (Flare PR) shared her expertise in PR, media outreach and planning. Additional sessions covered logistics, accounting and production planning, equipping designers with the practical tools they need to streamline their operations and grow their businesses. This immersive experience fostered cross-cultural connections, promoted the exchange of professional expertise, and illuminated opportunities and challenges within Cairo’s fashion ecosystem. These insights will inform the designers’ future career paths and collaborations, driving regional fashion growth.
The week culminated in a panel discussion, moderated by Clair Seffeen and Ingy Ismail and featuring Caro Doss (Advocate for style & wellbeing), Amina K. (Fashion designer), Mona El Gazzar (Fashion retail, e-commerce industry leader) and Abdallah Sabry (Photographer and visual artist). Titled “From concept to consumer: navigating fashion’s full journey”, the conversation spanned sustainable design practices, the impact of digital transformation on retail and the power of collaboration across the value chain. The panellists emphasised the importance of building regional networks to address supply-chain challenges and foster innovation.
Afterwards, attendees gathered for a networking reception where designers, retailers, stylists, photographers, institutional representatives and media professionals exchanged ideas. The event emphasised Jordan Stitch’s mission to establish lasting professional relationships that transcend borders and promote the growth of the region’s fashion industry.
With its origins in the inaugural edition in Amman and fuelled by strategic partnerships and hands-on learning, Jordan Stitch Cairo has provided emerging designers with the knowledge and connections required to flourish.