Gozoour has always been less about dressing the main character and more about rewriting who gets to be one. The label, founded by designer and stylist Mazen Zaki, is firmly rooted in an Egyptian perspective that doesn’t lean on pharaonic clichés or tourist imagery, but on the lived realities of underrepresented communities across the country. With each collection, Zaki pushes against the flat, one-dimensional image of Egypt, insisting instead on a map made of people, rituals, and subcultures.For the new collection, that map leads south, to Aswan. “This collection is rooted in the visual and cultural identity of Aswan, especially the Nubian communities who have a deep sense of pride in their heritage,” Zaki explains. At its core is the Nubian proverb “أوسكا أجورا مسكا جل” — “اترك الشر وتمسك بالخير,” or “Leave the bad, and hold on to the good” – a quiet anchor that threads through the pieces.“We were inspired by the everyday people who shape this culture but are rarely spotlighted in mainstream fashion or media.” The collection doesn’t treat Nubia as moodboard décor; instead, it centres the “side characters” whose stories usually stay in the background. “Their way of life, their connection to the land, and their quiet strength, represent an entire side of Egypt that deserves to be centered.”Visually, the collection pulls from the rituals around Nubian weddings: preparation, ceremony, and the slow build of celebration over seven days. “The visual references came from the preparation traditions, the textiles, the layering of garments, and the beauty of henna ceremonies,” he says. Rich colours, elongated silhouettes and subtle layering nod to the Gergar, the traditional garment that becomes a key reference. “Very few designers look beyond buildings, symbols, triangles, and surface-level motifs,” Zaki adds.
That depth carried onto the campaign set, when a live Nubian wedding band began playing in sync with the scenes. “The atmosphere transformed,” Zaki recalls. “The energy lifted everyone and brought the celebration to life, perfectly reflecting the spirit of the collection.”“When someone wears a piece from this collection, we want them to feel like they are celebrating a living tradition,” Zaki concludes. Not just dressed, but folded into a continuum of stories and from across Egypt.