How Samm Khaled Became the Go-To Stylist for Arab Music Videos

Egyptian stylist and designer Samm Khaled prepared five looks for Saint Levant and Fares Sokar in just three days. As usual, he got the call and immediately got to work—the pop stars were shooting the music video for DO YOU LOVE ME? / سنيورة and needed an experienced costume designer. Samm was the obvious choice; he has built a fast-growing reputation working with musicians like Lella Fadda, Lege-cy, Wegz, Marwan Moussa, Shehab, Ziad Zaza, and Janna Diab.

Lately, Samm has been almost entirely focused on music videos. In the past year alone, he has styled around 50 of them.

Now 27, he began as a theatre performer, moved into modeling, and, as Covid eased in 2021, shifted into styling. He credits Egyptian stylist Howaida Wagdy for taking him under her wing and teaching him the realities of a tough industry. When Samm entered the market, he immediately noticed a gap in men’s fashion in Egypt—especially within streetwear.

“When I started handling projects on my own, I wanted audiences to be surprised—by me, my team, even my assistants,” he said. “I wanted to build my own world.”

He leaned forward as he spoke, smiling. His outfit carried the refined streetwear aesthetic he’s become known for: classic pieces as a backdrop for his silver jewelry. Samm wore all black—a Comme des Garçons T-shirt, Balenciaga Trooper Derby shoes, and loose GAP jeans, with a heart key clip hanging from his Levi’s belt loop. His hands were impossible to miss—metal ropes wrapped around his wrist, paired with chunky rings.“Everyone understands now that good styling can save a project,” Samm explained. “Sometimes everything else is there, but if the styling doesn’t fit, the whole thing falls apart. Styling can rescue a project, and I think people are finally realising its value.”

When it’s time to bring a vision to life—often with very little notice—Samm doesn’t head to the mall. Instead, he collaborates with fashion houses like Misfit, Tru Cult, and Marcellino to create something new. They’re aligned on high-quality materials, fresh patterns, and solid craftsmanship. He has no patience for bad tailoring or knock-offs.

“Even if it means exhausting myself over three frantic days,” Samm said, “I’d rather deliver unique designs.”
His ability to deliver excellence under pressure is part of what sets him apart. The process unfolds like this: Samm receives the brief, builds a mood board, aligns with the director and artist, sets a budget, then sources fabrics to send to the designer. Together, they use 3D modeling to ensure the perfect fit. Finally, he adds accessories—shoes, glasses, jewelry. Recently, he’s been leaning into grills.

“I have to balance 50 percent what suits the artist’s body and persona, and 50 percent my own vision,” he said. “Sometimes the first project with someone isn’t exactly what I’d push for, but as the trust builds, I can go further.”

With Saint Levant and Fares Sokar, the process was smooth, he said. While he custom-designed two jackets for Saint Levant with Marcellino, he created all four of Sokar’s looks. He was especially excited to challenge Sokar’s usual style and push him into new territory for the video.“I love that challenge,” Samm said. “Taking someone from one background and transforming them completely for the screen.”

For his appearance in DO YOU LOVE ME? / سنيورة, Samm reimagined Sokar’s familiar jeans-and-tank uniform with four distinct interpretations of streetwear.

The looks ranged from a pink tracksuit jacket to a blue Polo over baggy, ankle-length shorts—but the standout was a pair of pink camouflage cargo pants from ROMWE Avant paired with a teal leather jacket tailored by Misfit. The jacket, zipped to the collar, features a heart across the chest that echoes the tone of Sokar’s pants. In true Samm fashion, he finished the look with gold rings stacked on nearly every finger and a beaded belt chain.

“I’ve worked with most artists in Egypt’s new wave,” he said. “Each one teaches you something—whether it’s how to give space, or how to stay relentless in your own lane.”

The artist who has inspired Samm most is Wegz, a friendship that predates the rapper’s fame.

“I was with him in the studio in 2019 while he was recording. He always said he’d be number one, even before anyone knew him,” Samm recalled. “Watching him believe it—and then do it—taught me to believe in myself too.”

Even as he works with some of the biggest names in the industry, Samm guards his reputation carefully.
“I stay neutral. I never gossip - that’s why I’m welcome everywhere,” he said. “Personality is as important as skill. If you’re arrogant, you’ll stagnate.”