By: Buthayna El Haggar
French-Egyptian director Ahmed Razeek has carved a unique space in the world of fashion and culture, through his Walk in Odyssey series, with Walk in Cairo serving as a dynamic ode to the city’s vibrant street culture.
Known for blending gritty realism with an unmistakable artistic vision, Razeek brings together the past and present of Cairo’s neighborhoods in a way that resonates globally. We had the opportunity to interview the director to discuss his approach, challenges, and vision.
The Art of Working Together
Working on Walk in Cairo was a collaborative process for Razeek. He surrounded himself with trusted individuals—friends and local talents—creating a project that reflected multiple perspectives.
“Collaboration makes it bigger than just one viewpoint—it’s a blend,” he notes, highlighting the importance of drawing from different voices to enhance authenticity.
The director is also influenced by rule-breaking artists who bring their identity into their work. For Razeek, blending his Egyptian roots with modern, global styles is at the core of his creative process.
This duality is perhaps most evident in how he navigates different worlds, an approach he attributes to his Gemini personality: “Versatile, restless, always moving between worlds… I think that’s why I’m drawn to blending cultures.”
Bringing Street Culture to Life
For the creative artist, the intersection of fashion and culture isn’t just about aesthetics. Razeek approaches fashion as an essential part of the way people live, move, and express themselves. In Walk in Cairo, the director captures the city’s authenticity, integrating street culture with nostalgic childhood elements.
“It’s not just about making it look good; it’s got to have truth,” he explains. This dedication to authenticity runs through his entire body of work, something he finds particularly important when working with Cairo’s gritty and unpolished streets.
The campaign’s visuals depict Cairo’s neighborhoods in their rawest form, showcasing everything from the distinct sounds to the local streetwear. As he reflects, “Cairo’s got its own beat… it’s not polished—that’s the beauty.”
Finding the Sweet Spot: Authenticity vs. Commercial Success
Staying true to his vision while ensuring commercial appeal is no easy feat. For Razeek, it’s all about creating work that resonates emotionally while still being accessible to audiences.
He acknowledges the challenges but insists that remaining authentic is key: “It’s about creating something true but also connects.” This balance, he believes, is what allows his work to stand out in a competitive industry, especially when presenting the spirit of cities like Cairo in an international arena.
Rooted in Cairo, Inspired by the World
Despite the global nature of his work, Cairo remains a central influence. Razeek credits his upbringing in Maadi and time spent in Downtown Cairo with shaping his artistic vision.
“Maadi is where I grew up; it shaped how I see the world. Downtown—it’s where Cairo’s energy is raw, it’s got that old-school charm,” he says. His deep connection to these neighborhoods infuses his projects with a sense of place that is both personal and universal.
Navigating the Ups and Downs
Reflecting on his experiences, Razeek highlights the challenges and opportunities he faced while shooting in Cairo compared to Seoul and Paris.
He notes that while Cairo’s rawness presents unique challenges—like navigating its bustling streets and capturing unfiltered moments—there’s an authenticity and vibrancy that can’t be replicated. “In Paris and Seoul, there’s a certain polish, a different energy. But Cairo, it’s unpredictable, and that’s what makes it special.”
Words of Wisdom for Young Creatives
As we wrapped up our conversation, the director shared invaluable advice for emerging talents in the creative landscape.
“For young creatives, don’t worry about the noise. Focus on what makes you, you, and ignore the rest. Everyone’s got their own lane, so just stay patient, trust yourself, and keep building what’s yours.”
Bringing It All Together
Ahmed Razeek’s work in Walk in Cairo is a testament to his commitment to authenticity, culture, and collaboration.
As he continues to explore cities through his Walk in Odyssey series, we can expect more dynamic blends of fashion, culture, and storytelling that challenge perceptions and highlight the beauty of urban life in its rawest form.
Whether in Cairo or another Middle Eastern city, Razeek’s vision remains grounded in truth yet globally relevant.
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