LGNDRY CRTR’s limited drops and demure social media presence pushes one-off limited drops that are inspired by the ever-so-enigmatic theatricality of hip-hop.
Model turned CEO Zahra El Laias is putting her best foot forward and rounding up crisply cut garments, wide-stitched embroidery, and Takashi’s ‘SuperFlat’ graphics for her latest endeavor - ‘LGNDRY CRTR’, aka ‘Legendary Creature’. Having penetrated the local fashion scene in the summer of 2021, LGNDRY CRTR has scaled to the top of the local streetwear scene with its maximalist embroidered sleeves garnering attention across the nation.
Carrying an aura of exclusive mystery, the brand is giving ‘Iykyk’ a whole new meaning. LGNDRY CRTR’s limited drops and demure social media presence is very much deliberate, centralising one-off limited drops that are inspired by the ever-so-enigmatic theatricality of hip-hop. “Every drop is an ode to the album that’s shaped me during that particular period,” El Laias tells SceneStyled. “My previous drop was influenced by Nav’s Emergency Tsunami, and my newest collection that’s dropping very soon is shaped by 21 Savage’s ‘Without Warning.’”
Making its mark on the Egyptian fashion scene, El Laias explains the importance of branding - with particular emphasis on storytelling - as a marketing medium, visualising art in the age of the internet. “Through social media and pictures, storytelling becomes the only thing you have and so direction becomes extremely important to a label,” El Laias says. “Storytelling is how you explain the piece, its essence, and your brand.”
To get a heads up on their exclusive drops, make sure you stay connected by visiting their Instagram page at @lgndrycrtr.