Kitsch fashion is a worldwide phenomenon, with Western brands and celebrities taking it to runways and exclusive international events. But kitsch was essentially a product of Egyptian society, born into a restlessly polarized political climate, long before it made its way into Western high fashion. Yet here in Egypt, the link between kitsch fashion and social class somehow remains an important segregational identifier, with many restaurants and bars requesting Facebook account photos from their guests to make sure their appearance signifies a certain socioeconomic segment.
We have developed a strong prejudice against the bold, colorful woman archetype, labeling her as kitsch and therefore lower class. Perhaps it was in the 80s, with the rise of unadorned modest fashion representing feminine purity and spirituality, or maybe it started before then, when English colonizers hypersexualized the abaya for its white male audience. In any case, we know this for sure: Women around the world and of all social classes, even in Egypt, have grown to love the kitsch fashion trend. This editorial project tries to answer the things we don’t yet know: How did kitsch evolve as a social phenomenon, where did this fashion statement and its link to routine classism begin, and why do we, as Egyptians, love to hate Egyptian kitsch fashion?
Under supervision of: Dina Darwish, Alya Assem
Photography credits indicated per photo.
