ALIEL’s story started when I was 7 years old. Every summer I used to design accessories and go sell them at the beach, and I’d come back home with not a single product left.
Since then, I knew that designing, putting pieces together, creating, and innovating was my thing. My dad is a fashion designer and an artist who has been in the leather manufacturing industry for decades. I used to go with him to the factory and see raw materials turned into actual products which gave me a good eye when it comes to details and finishing. My first attempts at design and branding started when I was a teenager while in high school in 2009; I decided to create my brand of handbags called “Leila Designs”. The brand developed to what is now known as “ALIEL” which is my name spelled backward.
Starting ALIEL was a gateway to bring to life my creative imagination through artistic pieces. Our vision is to empower and inspire women through our art. The journey so far has been a blessing and I honestly wouldn’t trade it for the world!
Cairo for me has been a place of empowerment but also challenges. I can see myself inspired by Cairo in every bag and concept I create. They all aim to empower women which is something we must embrace more in our culture.
Aseela is a celebration of authenticity, embracing what it’s like to be your true self, a message that is so important to me and I live by in my everyday life. Founding ALIEL has been for me a living proof of that message. I knew what I wanted from an early age and I believe it has helped me live truthfully. I specifically chose horses because those unique creatures represent strength, pride, and beauty. They teach us about truthfulness because they know no other way of being, they take us on a ride to our authentic presence that already lies within all of us, to own it and show up more fully and truthfully in life.
I find myself inspired by earthy tones because they feel very grounding. All the shades of brown, white and yellow, all the way up to red and orange are my favorite. They represent all skin colors, adding diversity and acceptance which is one of my core values and the values of my brand.
My proudest moment was when I found out Kylie Jenner and Adriana Lima were wearing ALIEL.
I like to travel through life light, so I only carry the essentials. My bag usually has my phone, cardholder, keys, sanitizer, and a face mask.
They would be to have every woman wearing ALIEL and feeling empowered, spreading positivity and good values in the community, and hopefully starting a chain reaction of moving towards sustainability, acceptance, and diversity in fashion.
Creative Direction: @leila_abotira
Modeling Agency: @unnmodels