Egypt's The Front Row Studios Drops Playfully Flirty FW25 Collection

Founded in Cairo by designer and creative director Malak Hany, The Front Row Studios builds wardrobes the way women actually dress: with a spine of essentials, a few high-impact statements, and one or two unapologetically daring pieces. The brand reads clean and contemporary, while silhouettes sit close to the body and celebrate the female shape.

“We always think in layers,” Malak Hany tells SceneStyled. “The essentials that anchor the wardrobe, the statements that elevate it, and the daring pieces that express individuality." It’s a neat thesis that mirrors her cuts: close to the body, modern, and unapologetically wearable. The core of the brand is designing “clothes that embody this sensual confident edge.”

FW25 is built from that philosophy, but with more risks. Hany shares, with this new collection she introduces “more colour, more texture.” The silhouettes skim and frame: open backs, corsets, leopard prints. Hany set out to capture the space where effortless sensuality meets quiet confidence. Bringing “playfulness and flirtation” to the designs, the collection embodies the unspoken assurance of a woman who knows exactly who she is.The visuals drop us into a sun-drenched, jet-set salon, palms at the windows, leopard carpets underfoot, where heat-haze glamour meets vintage decadence. A beaded rose-pink crop and acid-lime mini, dense with floral embroidery and fringe The visuals pitch romance with bite: tropical, sensual, and unapologetically maximal.

Two looks, she says, carry the season’s message and hold a special place for her. The first is a hand-finished embellished skirt that the studio designed. “We only made eight. It represents one of the most intricate pieces we’ve created from a production standpoint.” Hany says. The other look distills the house code: a leopard corset under a sharp black coat, grounded in gold-and-black tones. “That’s our brand in one frame,” she adds. “Sensuality with edge. Sophistication with attitude.”

That attitude carries into the campaign, which plays the collection against a wry narrative of dates gone wrong. As scenes move from awkward small talk to self-obsessed men, the punchline lands elsewhere: two women clock each other across the room and bond over their love of fashion.It’s a fitting segue to the brand’s founding ethos. When Hany launched The Front Row Studios, her aim was to redefine luxury on her own terms. “In Egypt, luxury once meant something imported or unattainable. Redefining it meant proving that it can be created here, from our own narrative and lived experiences,” she says. For The Front Row Studios, price is secondary to purpose: “It’s the community that brings the brand deeper meaning – women who know their worth and express themselves unapologetically.”