NEW IN: Egyptian RTW Label FTL Launches with ‘Rebirth’ Collection

In fashion, the concept of reinvention is nothing new. Trends resurface, silhouettes evolve, and designers are constantly tuning their creative language. But for FTL, the Egyptian brand founded by siblings Youssef and Laila Rashed, reinvention is personal. Their collection, ‘Rebirth,’ might be their debut, but it also stands for the concept of a fresh start. “Rebirth is a common phrase used for collections in the fashion industry, but for us, it meant a second chance,” Youssef Rashed says. “A second chance of rebranding ourselves, and a second chance at doing something we’re passionate about.”

FTL, short for Form The Label, says it all. “Our aesthetic is embedded in our name—Form The Label. In fashion, form is everything.” After navigating the fashion industry from different angles—Laila Rashed with a background in fashion studies, Youssef Rashed with hands-on experience through his modelling—the duo came together with one vision: to create clothes that honour structure, fit, and individuality. “FTL idolises perfection so we asked ourselves: what does perfection mean in fashion? The answer we kept coming back to was simple—nothing feels better than an outfit that fits just right and flatters effortlessly.”

The Muse: The collection borrows heavily from the ’70s and ’90s fashion codes, merging clean, architectural lines with body-conscious fits. “Our approach is all about movement; how fabric interacts with the body, rather than just sitting on it,” Laila, the head designer, shares. “The silhouettes are designed to flow organically, sculpting to the wearer’s form rather than restricting it.” They focused on a cinched fit and sharp shoulder cuts, elements that enhance natural posture and movement rather than working against them. “Achieving this required a lot of research– careful selection of fabrics and precise tailoring.”

For the set design and makeup, FTL drew inspiration from American designer Kody Phillips’ latest collection, but they wanted to take it a step further. “Instead of a traditional, polished lookbook, we leaned into discomfort—intentionally awkward poses, a sense of unease,” Youssef, who directed the shoot, explains. “It was an unusual direction, asking models to give us uncertainty rather than confidence, but that tension is exactly what we wanted for the visuals.”

Youssef pulled from a range of influences, from global designers like KidSuper and Kody Philips, to bands like Catfish and the Bottlemen. For Rebirth, his main inspiration was the British cult series Misfits, a show he clung to during the isolating days of the Covid-19 lockdown in Newcastle. “The themes of displacement, rebellion, and trying to find where you belong resonated with me so deeply; to the point where I felt like I was living a parallel experience,” he reveals. That raw, restless energy—moody, edgy, and unapologetic—became the heartbeat of the shoot.

Behind the Concept: Shot in a stark, clinical space with blood-splattered walls and scattered luggage, the visuals echo themes of displacement and belonging. The models pose with a controlled sense of defiance—sometimes standing tall, sometimes slouched or contorted—as if caught between breaking free and staying put.

Youssef draws inspiration from the idea of the ‘misfit’—someone who doesn’t conform, someone who exists on the edges of convention. “I wanted them to look like they didn’t belong,” he explains. The styling leans into this narrative, with messy braids, kohl-rimmed eyes, and sculptural hairstyles that almost look like armor. There’s a rawness to the way these models inhabit the clothes. “My goal was to highlight the struggle of not fitting in—whether due to individuality, personal traits, or simply not conforming to societal expectations. I wanted to use clothing as a lens to examine cultural behaviors and the way we navigate belonging.”

The Collection Dissected: At first glance, FTL’s silhouettes are stark and striking with razor-sharp silhouettes and slightly-exaggerated proportions. Structured blazers and trench coats hold their shape, contrasted by softly draped fabrics like draped wool shawls and raw-cut suedes, that mimic movement. “Minimalism might be the new way of luxury in the contemporary fashion world,” Youssef shares. Take the Apollo Coat, for example, a hybrid trench that transforms into a cropped jacket.

The collection also introduces textures that feel almost primal—suede mini dresses, oversized ponchos with cascading fringe, and a burgundy wrap jacket with exaggerated shoulders and Western-style fringes. Tailoring takes centre stage, but it’s never rigid; instead, it molds to the body. Cinched waists, elongated trousers, and sharp-shouldered jackets ground the collection in precision.

Earthy tones dominate the palette, which aligns with FTL’s principle of wearable, long-lasting fashion. Deep burgundies, charcoal, and rich browns anchor the pieces, and cool-toned neutrals like beige and greys provide balance. “These foundational hues give an upbeat kick to the collection. To us, the right colours make all the difference—they’re what turn a piece from lifeless to timeless,” Laila unveils.

The Collection in Three Words: “Structured, eternal, and bold,” says Laila.

How to Style it:

The Designers Suggest:

“When it comes to styling, we always consider proportions and elements like the weather—how a piece adapts to different settings,” Laila says.

For structured outerwear, layering is key. Their coats pair effortlessly with straight-leg jeans or wide trousers, anchored with a neutral base like a fitted top or crisp button-down. Throw on black boots and gold statement jewelry for a look that feels polished yet effortless. “Some pieces speak for themselves and need little styling. Take the Dorothy Dress—just add gold earrings and brown or black boots, and you’re set.”

“The All the Ways Vest and Valorant Pants can take you from a boardroom-ready corporate look to something more relaxed, depending on how you accessorize,” Youssef suggests. “Some of our items are also unisex such as our HR Coat and our Valorant Pants.” For off-duty days, the Kurrfew Set is all about ease—just throw on sneakers and minimal accessories, and you’re good to go.

Scene Styled Suggests:

Gevril | GV2 Milan Diamond Women's Watch

Gianvito Rossi | 45 suede knee-high boots

Toteme | T-Lock Suede Top Handle Tobacco

Fyne Jewellery | Gaia Long Drop Diamond Necklace

The Collection’s Stand-Out Pieces: While working on the Fall/Winter ’25 collection, Laila found herself reflecting on her university days in London—back when she was experimenting with fabrics and patterns, figuring out her design voice. One of her favourite pieces in the Rebirth lineup is the HR coat, a hybrid between a blazer and a coat. The inspiration? Watching Brits in the underground layer suit jackets under coats, effortlessly merging structure with practicality.

“Another one of my favourites is the Bonnie & Clyde Set,” she reveals. A tweed two-piece, this set channels the Gatsby-era but reworks it into something modern and sharp. The sleeveless vest and structured shorts read polished but unfussy.

What’s Next for FTL? “The blood splatter was a subtle hint—almost like an Easter egg—foreshadowing our next collection.” The brand is already looking ahead, teasing its first exclusive menswear collection, set to debut in Spring/Summer 2025. “It’s time to give men their flowers and to do that, FTL is expanding by creating its first exclusive men's collection for SS’25.”

In The Words of Youssef Rashed…. “What we wanted to convey with ‘Rebirth’ is simple::you always get a second chance.”

The Verdict:

FTL understands that power dressing isn’t about excess—it’s about precision. The brand’s value of ‘form’ makes an appearance with every piece, from coats that cinch at the waist and flare at the hem, to sets that accentuate the natural movement of the body. After all, if fashion is a second skin, shouldn’t it fit like it was made for you?