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Shourouk established her eponymous company in 2008. As a true Parisian, Shourouk graduated from the Studio Berçot before honing her technique at prestigious fashion houses Chloé and Galiano in Paris and Roberto Cavalli in Florence.
With her unique signature style, Shourouk’s designs have become unmistakenly recognizable in the fashion accessories industry. Armed with a sharp fashion sensiblity, she develops her own embroidery creating hand-stiched intricate jewelry pieces by using Swarovski crystals and painted stones for every new season.
As an extention of her jewelry collection, Shourouk introduced her first bag by creating a jeweled shoulder satchel. The combination of her glistening jewels on PVC create a striking contrast culminating in dazzling pieces of fashionable and ornate style.
Inspired by her many trips around the globe, Shourouk has always managed to embrace the local cultures and uses her imagination to create her new collection for every season. Her ability to mash-up contrasting inspirations like the Bollywood movies, the African vibe or the Russian aristocracy makes her one the most exciting designers to watch out for.
As recognition of her funky fashion philosophy, Shourouks is often approached to work on special projects and collaborations. She was chosen to accessorize Hollywood heroines of Jean Paul Gaultier’s Haute Couture Fall 2009 fashion show.
Selected for the Swarovski designer’s choice, Shourouk has designed a special collection for Swarovski, which was sold at their top boutiques worldwide. She has also collaborated with other prestigious brands including Shanghai-Tang and Hiroko Koshino. She is now completing her second collaboration with top online retailer Net a Porter.
The brand has also been exposed in the entertainment scene. Her pieces have been featured in TV series including Gossip Girl and Sex and the City 2. The brand has developed a cult following among fashion personalities and celebrities including Anna dello Russo, Miroslava Duma, Beth Ditto, Sarah Jessica Parker, Lady Gaga and most recently Jessica Chastain. Shourouk’s designs have even caught the eye of First Lady Michelle Obama, who hand selected the designer to create a special belt for her official visit to Dublin with husband Barack Obama.
Her designs are sold in some of the world’s leading retail boutiques in Paris, New York, London, Milan, Hong Kong and Dubai.
Swarovski crystals are the main composant of Shourouk’s designs. Every season, she explores new materials and techniques to design statement pieces. One fine example is the fashionable bibs by handstiching crystals with climbing ropes. She shakes up the code of Classical Joaiellerie by introducing painted neon stones into the intricate embroideries. With her own technique of coloration, she is designing a unique color palette, from the flashy pop-colored tones, the nude pastels to the warm autumnal jumble.