Dina Shaker
Pioneering Egypt’s Fashion Renaissance with Deconstruction and Timeless Design
Dina Shaker is no stranger to transformation, whether through her designs or her personal journey in the fashion world. Known for her avant-garde approach, Shaker’s work draws inspiration from her background in interior architecture and the influence of celebrated figures like Zaha Hadid. Having initially studied at Alexandria University’s Faculty of Fine Arts in Interior Architecture, Shaker transitioned into fashion as a medium where she could fully express her creativity. Her innovative approach, rooted in deconstruction and reimagining classic pieces, has made her a leading figure in Egypt’s burgeoning fashion scene.
“Deconstruction, for me, isn’t about destroying; it’s about challenging norms by analysing classic forms and rebuilding them with a fresh perspective,” she explains. Shaker’s philosophy reflects a broader belief that fashion should constantly evolve, much like life itself, pushing boundaries and questioning established ideas. This ethos is evident in her collections, which break down traditional tailoring techniques, reassembling them into something entirely new yet strikingly beautiful.
Her collections have been showcased in prestigious fashion capitals such as Paris, Tokyo, and London. Despite the global success, Shaker stays grounded in her Egyptian roots, designing for both local and international audiences. “I focus on universal themes like humanity and individuality. When designs have meaning and purpose, they can resonate with anyone, regardless of location,” she notes. This balance of the local and the global is what defines Dina Shaker’s approach—her designs speak to a broad audience while maintaining a deeply personal connection to her culture.
A hallmark of Shaker’s design philosophy is her fascination with multi-functional and transformative fashion. In her Fall/Winter 2024 collection, oversized, deconstructed jackets that transform into skirts or shorts exemplify her commitment to versatility. “I design for women who lead purposeful lives—what I call the modern muse. She may be a multitasking mother or a professional juggling meetings and events.
For this kind of woman, practicality is essential,” says Shaker. Her pieces, though bold and intricate, are created with wearability in mind. She designs garments that can transition easily between different occasions, ensuring that fashion remains a tool of empowerment for women who embrace multifaceted roles.
Shaker’s love for hybridization in design—whether turning a jacket into a skirt or playing with unconventional tailoring techniques—stems from her desire to create garments that challenge conventional notions of beauty.
“Oversized coats and blazers allow wearers to feel comfortable and free—like moving in a spacious home,” she says, drawing a parallel between fashion and architecture. This idea of creating “space” in clothing is central to Shaker’s aesthetic, ensuring that her designs don’t restrict the wearer but instead give them room to express their individuality.
Her career took off with the launch of ‘Spicy’, a retail brand founded in 1999. Through this venture, Shaker gained invaluable experience in the business of fashion—understanding the importance of balancing a collection, managing production, and pricing according to a garment’s core value. However, the Egyptian revolution of 2011 forced her to shut down the brand, leading to a period of introspection and transformation.
“It wasn’t just a business transformation; it was a personal journey of growth,” Shaker reflects. This period of upheaval ultimately led to the creation of her eponymous label, Dina Shaker, which has become a platform for expressing the philosophies of resilience and authenticity that guide her work today.
Despite the challenges of working in an environment where political and economic instability often prevail, Shaker’s brand has thrived, contributing to Egypt’s fashion renaissance. She sees her role not just as a designer, but as a cultural ambassador, helping to put Egyptian fashion on the global stage. “Rather than replicating folklore or traditional motifs, I aim to transform our cultural heritage into a contemporary design concept,” she says. By merging local craftsmanship with modern aesthetics, Shaker is able to create pieces that resonate globally while staying true to her roots .
Sustainability also plays a vital role in Shaker’s vision. By supporting local artisans and craftsmen, she not only preserves Egypt’s rich cultural heritage but also contributes to a more sustainable fashion industry. Her focus on creating timeless, enduring pieces—rather than adhering to fast-fashion trends—ensures that her designs remain relevant and cherished by her customers for years to come.
The opening of her flagship store, “The Shrine”, marks a new chapter in Shaker’s career. Designed in collaboration with architect Sherif Azmy, the store is a space where women can connect with the philosophy behind her creations.
The store’s circular layout and sustainable materials, inspired by Egyptian heritage, create an immersive experience, inviting customers to explore the intricate details of her designs from every angle. “This space is more than just a store—it’s a sanctuary where women can feel empowered and embrace their true selves,” Shaker explains.
Dina Shaker’s story is one of resilience, transformation, and unwavering commitment to her craft. Her designs—whether deconstructed jackets or backless blazers—tell a deeper story about the power of women, the beauty of imperfection, and the importance of staying true to oneself.
As she continues to break new ground in the fashion world, Shaker remains a key figure in Egypt’s evolving fashion narrative, offering a fresh, thoughtful perspective on what it means to be a modern woman.
As she gazes toward the future, Krystel is immersed in the creation of a project dear to her heart. Perfectionist that she is, she doth take her time, ensuring that each facet is meticulously crafted, every detail considered. Though she keepeth the nature of this venture close, she doth promise that it shall be of great significance, a work of depth and meaning.
Thus, the tale of Krystel Chemali, the enchantress of fashion, unfolds—a story of passion, of integrity, and of a spirit that remains true to itself in a world awash with change. As she continues to weave her magic upon the tapestry of fashion, her journey will serve as a beacon to all who would follow their own path, guided by the light of their true selves.
