Ideation to Execution: Okhtein's Brand Film

Top-grade execution is often fueled by ingenious ideation, which is considered the most exciting stage in a project. Salma Elkashef and the fashion brand “Okhtein” set out to take you through their journey of ideas, concepts, solutions, innovation and the execution of producing the recent brand film of Okhtien's flagship store.

Speaker: Okhtein, meaning, “sisters” in Arabic, is a fashion brand founded by two Egyptian sisters Aya and Mounaz. The brand is built on the sisters’ passion for recreation and the storytelling of the art and history through the unique handmade pieces. Okhtein is all about redefining the modern Arab woman. Its mandate is to break all global stereotypes and celebrate female Arab empowerment and its heritage. Okhtein focuses on duality, family connections and how unity allows for the creation of amazing opportunities. Okhtein believes the best luxuries in life are those that can be shared. 

Moderator: Salma Elkashef is a Cairo-based filmmaker and cinematographer. Her passion for cinema and film came through when she studied cinematography at the High Institute of Cinema. In 2010, Elkashef was exposed to both fields and instantly found herself experimenting with photography. Her philosophy as an artist revolves around merging between cinema and film with still photographs that speak of a cinematic ulterior. During her studies, Elkashef worked as a focus puller on many drama sets, and from there, her understanding and knowledge of lighting and cinema grew. With previous experiences in directing fashion films and short movies, she was able to build her own sense of style at capturing emotional, cinematic images. Elkashef is an aspiring Sony ambassador for the MENA region and recently signed a contract with Domestika, where she will receive training in Spain and conduct online classes on their worldwide renowned platform.