← Selected work
Fashion and campaign concept
Jalal Collection
A single-garment study exploring how Egyptian streetwear can be designed and photographed without cliché.
Self-Initiated Concept Project
01
Overview
- Client
- Self-initiated
- Industry
- Fashion
- Location
- Egypt
- Year
- 2026
- Category
- Fashion, Campaign, Concept Projects
- Self-Initiated Concept Project
- Services
- Garment concept · Campaign direction · AI-assisted imagery
02
The challenge
Local streetwear often borrows Western visual language wholesale or falls back on heritage motifs.
03
The direction
Build the garment from local materials and photograph it in real Cairo daylight.
04
The system
One shirt, one fabric direction, one campaign treatment.
05
The execution
Garment design, sampling study, and campaign imagery including AI-assisted frames.
06
The outcome
The concept demonstrates a campaign approach for locally made streetwear. No commercial results are claimed.
07
Project credits
Creative direction
JALAL
Design
JALAL studio team