With the sounds of a game unfolding in the next room and the humming noise of a television left hanging between one cartoon series and another, she cradles a new sketch while her ideas begin to translate on paper.
As the waist shoots higher and the tail waltz towards the opposite direction, her pencil moves from side to side before her silver-screen worthy silhouette starts to materialise.
Between motherhood duties and the creative urges of a new designer, Christine Massarany is an up-and-coming local fashion designer that fathoms the significance of busy schedules. Between taking care of two young children under the age of ten and keeping up with the fast-paced fashion industry, Massarany is a true example of modern women and the many chores they juggle on a daily basis.
Therefore, for her first collection, the designer decided to focus on semicouture; a haven for women who aim to dazzle in haute couture, yet still prefer to choose their gowns from the rack.
The romantic collection could be defined by its timeless earthly colour pallet and the use of light fabrics. With floral embellishments and curve-hugging ruffles, the collection aims to bring luxury to today’s strong, independent women.
Daily News Egypt sat down with Massarany to talk about her aesthetic, semicouture and the many hats she shuffles through every day.
How would you define your aesthetic as a designer?
What defines my collection are the feminine cuts as well as the high-waist silhouettes, which together, highlight the feminine curves on a woman’s body. On the other hand, the brocade fabric, which I perceive as an elegant and rich fabric, is a key element in this collection.
Can you define your target audience in one word?
Different and daring.
What kind of market gap do you aim to fill?
We do not have a semicouture Egyptian brand, which means that you cannot easily find a nice and different evening dress that you can buy off the rack. Semicouture is basically the meeting point between the ready-to-wear and the haute couture.
What encouraged you to start a career in fashion at this point of your life?
I had the passion since I was 18, but at that age I did not realise that it can be a career, therefore I studied finance and worked after graduation in PR and advertising for five years.
After I got married, it was not long before I left the advertising industry behind and started looking for courses abroad for fashion design.
Nonetheless, when I got pregnant, everything was postponed. However, this was one of the things that I made sure only got postponed and not cancelled.
It was before my second daughter turned two that I decided it was finally time for me to start taking my first steps towards my hobby.
Despite my commitment, it was not so easy. However, at that point I realised that there is no “right time”; we are the ones who create the right time and if we keep waiting, it might never come to us.
I very much believe in the saying: “when there is a will there is always a way.”
Given the current economic changes, why did you choose to specialise in couture rather than RTW?
In fact, I am planning on having a RTW line, as well as swimwear along with many other ideas. I just wanted to start with an evening collection as it has more details and ideas. Meanwhile, my personal aesthetic is detail-oriented.
How does being a mother reflect on your work?
Being a mother certainly has a positive impact on my work. It has taught me to be super picky and have great attention to detail. Raising two kids has definitely boosted my self-confidence; motherhood is not an easy task.
As a matter of fact, I actually learn a lot with them, from them, and while I am trying to guide them. On another note, it is definitely more stressful; I’m basically always tired.
Establishing a career in fashion and raising a young child are two full-time jobs, how do you manage to juggle both?
I try to work at night after they sleep or during the early mornings, when they are at school; it is doable. However, it needs good time-management.
What are your near-future plans?
My near plan is to hit the market in Dubai and then hopefully also Europe.