Welcome to Radical.

A Creative Platform.

A Stream of Consciousness.

A Metamorphic Space. 



Redefining empowerment. 

#Shemadeit is a social media campaign aiming to shed light on women's ability to lead, influence, create and build empires throughout history and in contemporary pop culture. This was a collaborative effort, incorporating the personas of different women, celebrated in time for proving that a female with character and ambition is a source of power in any field or background. 


By highlighting notable women in history such as Frida Kahlo, Cleopatra, Umm Kalthoum, and Audrey Hepburn; a group of young Egyptian entrepreneurs came together to showcase their own brands using these characters as canvases for Egyptian products.


The characters are conveyed in the beginning of the video as powerful, yet simultaneously restricted to society’s barriers. As the video ends, they become more fierce and fearless as a statement on breaking social norms by letting go of all cultural restrictions as well as stereotypical bounfries that are set for women. 


Meet the founders behind #Shemadeit

Farida Abushady: Egyptian Artist and Founder of accessory brand AFH Designs

Engy Aly & Rana El Babli: Co-Founders of Egyptian Fashion label ModaFit

Ahd El Saady: Designer and Founder of Egyptian Footwear label Dou By Misura

Lena El-Ghor, Founder & Owner, Amal Moussa and Yousra El-Ghor: Co-Founders & Owners of Egypt’s First Online Department Store Sheyaka.co   

 Nazly Abu Seif and Shahira Zaki: Founders of production agency Photoboutique


Cast and Credits

Umm Kalthoum by @reem7sn

Frida Kahlo by @nourhassan aka. @radical.official

Audrey Hepburn by  @naylagarrana

Cleopatra by @lailaaezzat

Florist: @thetrend_n

MUA: @maquillagebyaya

Hair: @tangledbylou

Filmed and edited by @photoboutiqueeg

“Striving for success and independence, we came together to shed light on our work while celebrating significant women in history, praised for breaking social norms to achieve greatness."


I paint self-portraits because I am so often alone, because I am the person I know best.
— Frida Kahlo
Jude Benhalim: The Archive Series

Jude Benhalim: The Archive Series

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Arwa Al Banawi: A Marriage of Two Cultures