Nour Fathallah’s “Soft Promises” A Summer Ode to Stillness, Strength, and Sensuality
STYLE AVENUE: Designers from all over the middle east come together in an event by @azabsisters to showcase their latest fashion masterpieces.
STYLE AVENUE: Designers from all over the middle east come together in an event by @azabsisters to showcase their latest fashion masterpieces. The event goes on till Monday the 15th in @mallofarabiacairo
@yessayan exhibiting their masterpieces in Style Avenue by @azabsisters in @mallofarabiacairo
@yessayan exhibiting their masterpieces in Style Avenue by @azabsisters in @mallofarabiacairo
Style Avenue by @azabsisters kickstart at an amazing pace with a stunning live runway show.
Style Avenue by @azabsisters kickstart at an amazing pace with a stunning live runway show.
@mercedesbenz_egypt spotted in Style Avenue fashion event by @azabsisters in @mallofarabiacairo
@mercedesbenz_egypt spotted in Style Avenue fashion event by @azabsisters in @mallofarabiacairo
A snippet of our interview with the gorgeous @maishamdanoff in Style Avenue by @azabsisters in @mallofarabiacairo
A snippet of our interview with the gorgeous @maishamdanoff in Style Avenue by @azabsisters in @mallofarabiacairo
FULL INTERVIEW with @amalazhariofficial disclosing of her new collection
FULL INTERVIEW with @amalazhariofficial disclosing of her new collection with @puntoleatherfur "The Silk Road". The collection is first displayed in #styleavenue by @azabsisters in @mallofarabiacairo until Monday the 15th of November.
@sandrarizkofficial in Style Avenue">
Beautiful handbag designs by @sandrarizkofficial in Style Avenue
@azabsisters@mallofarabiacairo@magcairo
Superstar @lailaelouiofficial attending Style Avenue fashion event.
Superstar @lailaelouiofficial attending Style Avenue fashion event. Organised by @azabsistersin @mallofarabiacairo@magcairo@mccairo.eg
Full runway glam in Style Avenue.
Full runway glam in Style Avenue.Organised by @azabsistersin @mallofarabiacairo@magcairo @mccairo.eg
The fashion entrepreneur @ghinaghandourofficial letting us in on her distinctive design choices in her fall/winter collection
The fashion entrepreneur @ghinaghandourofficial letting us in on her distinctive design choices in her fall/winter collection. Don't miss out on the chance to come see her collection in Style Avenue in @mallofarabiacairo until Monday the 15th.The event is organised
Nour Fathallah’s “Soft Promises” A Summer Ode to Stillness, Strength, and Sensuality!
In a world that constantly pulls us forward, Nour Fathallah’s latest collection, “Soft Promises,” invites us to pause, breathe, and return—to ourselves, our bodies, and the earth beneath us.
Set against the quiet presence of a lone grounding tree, the campaign for “Soft Promises” becomes more than just fashion—it’s a visual meditation on rootedness and renewal.
Rich, radiant hues pulse through lush fabrics like satin, crepe, and denim. These aren’t just garments—they’re tactile expressions of femininity: flowing, free, and fiercely gentle. Every cut seems to whisper confidence, sculpting silhouettes that celebrate the female form without restraint.
“This collection is about feeling alive in your skin,” Nour shares. “Bold, playful, but grounded—like sunlight through leaves.”
At its heart, “Soft Promises” is a collection that doesn’t clamor for attention—it captivates through grace. A quiet revolution in color and texture, it reminds us that femininity is not just soft, but strong. Not just seen, but deeply felt.
