New Label Hoopoe Brings Qena Craftswomen Into the Spotlight

Putting the spotlight on the artistry of women from disadvantaged communities in Qena, Hoopoe is Egypt’s newest fashion label by Egypt Network for Integrated Development and El Nidaa Foundation (ENID/El Nidaa), an initiative to develop viable and sustainable employment opportunities in Upper Egypt.

Hoopoe held its first exhibition at the National Museum of Egyptian Civilization, displaying unique woodcrafts, brass, and French-loom embroidery. The craftswomen who created these pieces travelled from Qena to Cairo to attend the exhibition.

The fashion show’s proceeds will go toward ENID/El Nidaa’s various development projects in Upper Egypt. Established with support from the Ministry of Social Solidarity, UNDP, and USAID, Hoopoe aims to bring Qena-based women’s talent to light while financially empowering them with the means and resources to create more.