One of the main focuses of the workshop is also to prepare these future designers to the fashion business sector and help them to create a business plan and market their products and designs in order to be able to compete on the international fashion market. The workshop is taking place between 19 and 27 October 2014, and organized by the Embassy of Sweden in Cairo together with the Fashion Department at the MSA University. It was inaugurated by the Swedish Ambassador, Charlotta Sparre, in presence of Dr. Nawal El Degwi, the University’s Head of the board of trustees, and Dr. Khairy Abdel Hamid, the President of the MSA University.
About the Swedish designers Hans Jansson is a Swedish designer who created a women's ready-to-wear line in 2005. The concept of the collection is based on multi-cultural influences and the use of rare materials, traditional embroideries. By travelling to different countries, he personally searches for exceptional fabrics. The sensibility for quality work and rare skills are preserved through the service of local craftsmen in various regions, including Egypt.  The Jansson Hansson line is a marriage of different cultures and traditions transformed into a new style. His collection has been distributed in selected stores in Europe, United States and in the Middle East and at exhibitions in exclusive art galleries. Louise Wallenberg is an Associate Professor and Director of the Centre for Fashion Studies at Stockholm University. Her previous research has focused on representations of gender, ethnicity and sexuality, with a special emphasis on different kinds of queer cinema. Her current research interests cover the relation between early cinema and the fashion industry; 1950s Hollywood cinema, the new look and transnational and -cultural gender ideals; the blurring of gender and sexuality in the fashion photography of Helmut Newton; and transgressive male ideals in Swedish 1930s' popular culture. MSA University is looking forward to further collaborations with Stockholm University.