Egypt dusts off pyramids for fashion, pop and art shows: The North African country has set its sights on its ancient heritage to attract the global spotlight once more
Egypt is using the ancient grandeur of its pyramids as a backdrop for modern pop concerts and fashion shows, hoping to boost its image, tourism and the luxury brand sector beloved by its moneyed elite.
A harbinger of the new embrace of ancient culture and history was a “golden parade” last year of 22 pharaohs that crossed Cairo from an old to a new museum in a carnival-style grand spectacle. Egypt’s luxury goods sector has grown despite years of economic turmoil that saw the pound lose half its value in a 2016 currency devaluation.
Egypt’s bubble of super rich has helped create a home-grown fashion design scene whose pioneers have recently ventured onto the catwalks of Milan and Paris.
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