Sustainable Egyptian Label Reform Studio Debuts Evening Bags Line

Reform Studio has always stood as a quiet yet steady force in Egyptian design. Since its founding in 2012, the lifestyle brand has shaped a distinct identity, integrating sustainability with innovation across its many collections. Its latest creation marks a significant evolution.

Debuting at the most recent Paris Fashion Week, the Ghoroub collection translates the moods of sunset into their first-ever line of evening bags. Reform Studio embarks on a new, more glamorous path—one that remains firmly rooted in sustainability.

The Muse: While at first glance the collection seems inspired by sunsets, the founders reveal another muse. “The collection was also inspired by the idea of transformation—not just in the visual transition of light into shadow, but in the transformation of materials,” co-founder and designer Hend Riad explains. True to this vision, the brand incorporates Plastex, a material crafted from hundreds of discarded plastic bags and food packaging, woven with cotton threads.

The streets of Cairo served as both the canvas and the muse for the photoshoot of the Ghoroub Collection. From a sweet potato stand and Nile boat to Zamalek's storied buildings and the textured walls of garages, each location was carefully selected to honor the brand's roots. "It felt essential to go back to where it all began," Mariam Hazem, the co-founder and head designer, explains, grounding the collection in the vibrant energy and authentic charm of the city that inspired it.

The Collection Dissected: The collection is split into two selections: Wahj, inspired by natural light, and Sarab, inspired by the mirage. Together, the color palette ranges from metallic gold, silver, and black tones to high-shine, textured finishes.

Handcrafted by Egyptian artisans, this collection revives the ancient art of looming—the traditional process of weaving textiles on a loom. Through this technique, threads of cotton, wool, or other fibers are interlaced to create fabrics, linking the collection to Egypt’s legacy of artistry.

The Collection in Three Words: “Timeless. Sustainable. Cultural,” Hazem tells SceneStyled.

Where to Wear It: According to the founders, these bags are designed to elevate evening outings, from semi-formal dinners to high-profile events.

How to Style It:

The Designer Suggests: “The Sarab Selection pairs beautifully with minimalist evening dresses or tailored blazers for a polished look,” Hazem recommends. “The Wahj Selection can be styled with vibrant cocktail attire for a glamorous evening or to elevate a simple monochrome outfit during the daytime.”

Scene Styled Suggests: 

Alex Berry | Cropped Satin Blazer

Magda Butrym | Denim Bralette in White

Freckle Wears | Pearl Shoulder Embellished Choker

The Mannei | Melilla sequined miniskirt

Mabouch | Muse Earrings

The Stars of the Show:

Wahj Clutch in Gold

Made from 60 repurposed chip bags, the clutch’s bold, textured surface glimmers with elegance, capturing light with every movement. Its sleek rectangular silhouette is adorned with subtle black drawstring details and a bold chain strap.

Sarab V-Bag:

A standout with a metallic surface in black, gold, and silver tones, the bag’s structured silhouette is complemented by 21-karat gold-plated hardware and drawstring details.

In the Words of Mariam Hazem: “Each bag reflects the beauty of what’s possible when waste is reimagined, turning materials destined for landfills into fashion.”

The Verdict: The brand’s new line of evening bags opens a fresh avenue for the sustainable label, moving beyond practicality to embrace a more glamorous and innovative approach.