A CULTURE OF FASHION
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FUFA

Farah El Ashiry, who was nicknamed Fufa since birth, started the business at the age of 23. With a strong passion for textiles and travel, she decided to combine both and shed light on local tourism through the eyes of her own clothing line. 

Only a few weeks after her graduation from her dual diploma studying Integrated Marketing Communications and minoring in Art & Entrepreneurship at AUC and Fashion Design & Pattern Making at the Italian Fashion Academy, Farah was determined to showcase her first collection, which consisted of 42 beachwear pieces – all sewn by her and made out of materials she had taken from her grandmother. She witnessed an incredible sell-out and due to the high demand that followed, the designer had to change her career plans of working at a local prominent fashion firm and take charge of a business she still knew little about.

With dedication and hard work, El Ashiry decided to teach herself the foundations of running a fashion brand by interning in all the various fields of her own business. From pattern making to grading, cutting and sewing, hiring and managing, handling all types of financials, marketing and distribution  all the way to fabric sourcing and textile printing. Today, the designer has pursued her dream of opening a workshop with retail presence and an e-commerce platform and has established over 17 successful collections; she aims to grow more spreading the brands’ value and mission regionally and internationally.

 

Picture for Designer FUFA
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FUFA Be My Baby Velvet Mini Dress red

  • Body length:77cm
  • bust:101
  • Luxe mixed colored velvet with strips of lace
  • Model is 165cm & wearing OneSize
$40.26

FUFA Be My Baby Velvet Mini Dress rust red

  • Body length: 77
  • Bust: 101
  • Luxe mixed colored velvet with strips of lace
  • Model is 165cm & wearing OneSize
$40.26

FUFA Beige Siwa Pants

  • Hip Relaxed - XS/S: 43cm  | M/L: 45cm
  • Hip Streteched - XS/S: 54cm | M/L: 56cm 
  • Length- XS/S: 93cm | M/L: 94.5cm 
  • Linen 
  • Wash the garment alone or with a light load to prevent too much agitation.
  • Use cool or cold water settings.
  • Avoid bleach and fabric softeners which can ruin its delicate nap.
  • Remove promptly once cycle has finished.
  • Hang or lay flat to dry.
  • Handle with love & care 
  • Model is 178 & wearing size small
$37.82

FUFA Black Swing Dress

  • Milton
  • If you want to wear this item forever and ever, please follow these instruction:

> Handwash in cold water only

> Do not tumble dry

> Do not wring

> Iron inside out 

Handle with love & care

  • Model is 165cm & wearing size small
$32.33

FUFA Blue V Summer Dress

  • if you want to wear this item forever and ever please follow these instruction:

> Handwash in cold water only

> Do not tumble dry

> Do not wring

> Iron inside out 

Handle with love & care

$32.94

FUFA Burgundy Swing Dress

  • If you want to wear this item forever and ever, please follow these instruction:

> Handwash in cold water only

> Do not tumble dry

> Do not wring

> Iron inside out 

Handle with love & care 

  • Model is 165cm & wearing size small
$32.33

FUFA Grey Swing Dress

  • Milton
  • If you want to wear this item forever and ever, please follow these instruction:

> Handwash in cold water

> Do not tumble dry

> Do not wring

> Iron inside out 

Handle with love & care

  • Model is 165cm & wearing small
$32.33

FUFA Magenta V Summer Dress

  • If you want to wear this item forever and ever, please follow these instruction:

> Handwash in cold water only

> Do not tumble dry

> Do not wring

> Iron inside out 

Handle with love & care

  • Model is 170cm & wearing size small
$32.94

FUFA Mustard Moonlit Pant/Soleil Pant

CARE INSTRUCTIONS:

  • If you want to wear this item forever and ever, please follow these instruction:
    • Handwash in cold water only
    • Do not tumble dry
    • Do not wring
    • Iron inside out 
  • Handle with love & care 
$32.94

FUFA Olive Siwa Pants

  • Hip Relaxed - XS/S: 43cm  | M/L: 45cm
  • Hip Streteched - XS/S: 54cm | M/L: 56cm 
  • Length- XS/S: 93cm | M/L: 94.5cm 
  • Linen 
  • Wash the garment alone or with a light load to prevent too much agitation.
  • Use cool or cold water settings.
  • Avoid bleach and fabric softeners which can ruin its delicate nap.
  • Remove promptly once cycle has finished.
  • Hang or lay flat to dry.
  • Handle with love & care 
  • Model is 178 & wearing size small
$35.38

FUFA Shali Skirt

  • The back of this skirt is composed of elastic, giving you extra ease and stretch.
  • Elastic relaxed- XS/S: 33cm | M/L: 35cm 
  • Elastic Stretched-  XS/S: 46cm | M/L: 48cm
  • Length- XS/S: 100cm | M/L:102 cm
  • Viscose
  • Wash the garment alone or with a light load to prevent too much agitation.
  • Use cool or cold water settings.
  • Avoid bleach and fabric softeners which can ruin its delicate nap.
  • Remove promptly once cycle has finished.
  • Hang or lay flat to dry.
  • Handle with love & care 
  • Model is 178 & wearing size small
$44.53

FUFA Sparkle Bomber

  • Soft-touch Bomber material with padded lining
  • If you want to wear this item forever and ever, please follow these instruction:
  • Handwash in cold water only
  • Do not tumble dry
  • Do not wring
  • Iron inside out 
  • Handle with love & care
$50.02

FUFA The Mystery Skirt

  • Laser patterned velvet
  • If you want to wear this item forever and ever, please follow the instructions below: (for velvet care)

- Wash the garment alone or with a light load to prevent too much agitation.

- Use cool or cold water settings.

- Avoid bleach and fabric softeners which can ruin its delicate nap.

-Remove promptly once cycle has finished.

- Hang or lay flat to dry.

(google)

Handle with love and care!

  • Model is 160cm & wearing size small
$29.28

FUFA The Two Slitter Velvet Skirt

  • Material: Velvet
  • Model is wearing size small
$29.28

FUFA Ufa Bag

When storing the Ufa Bag, avoid too much sun exposure and strong light, so that its color lasts longer. Please note, that the color of the straw changes with time as it is still drying out.  To clean your bag, gently wipe it with a white cloth and soapy water, then dab dry with a white towel. Be very gentle when you wipe the embroidery work as well.

 

  • Width 25.5 cm

 

Be very gentle when you wipe the embroidery work as well.

$41.48

FUFA Velvet Bell Wrap

  • luxe laser printed velvet
$35.38

FUFA White Moonlit/Soleil Pants

  • Net
  • If you want to wear this item forever and ever, please follow these instruction:

> Handwash in cold water only

> Do not tumble dry

> Do not wring

> Iron inside out 

Handle with love & care

$32.94

FUFA White Moonlit/Soleil Top

  • Net 
  • If you want to wear this item forever and ever, please follow these instruction:

> Handwash in cold water only

> Do not tumble dry

> Do not wring

> Iron inside out 

Handle with love & care

$31.11

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