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On Saturday night, the world’s gaze turned to Egypt for a moment decades in the making: the opening of the Grand Egyptian Museum. Now recognised as the largest museum ever dedicated to a single civilisation, the vast complex houses more than 100,000 artifacts.
The ceremony unfolded with a theatrical grandeur befitting its setting. Dignitaries, artists, and cultural figures gathered beneath a wash of light and shadow that played across the museum’s sleek architecture, while performers in pharaonic dress reimagined fragments of Egypt’s ancient story for a modern audience. But amid the spectacle, another distinctly Egyptian signature appeared.
Concrete, Egypt’s premium fashion label, was named the official outfitter for the orchestra, choir, and hosts of the opening ceremony. In a display of national pride and contemporary craftsmanship, the brand dressed the international orchestra, world-renowned performers, and Egypt’s own icons in tailored ensembles from its Superior Made-to-Measure service.
The remarkable orchestra, led by renowned Egyptian maestro Nayer Nagui, consisted of 121 Egyptian musicians, including an all-Egyptian brass section and choir, alongside instrumentalists and vocalists from 79 countries, creating a fusion symbolizing global unity. The music was composed by Egyptian composer Hesham Nazih and included solo instrumental performances exclusively by Egyptians. The orchestra performed a piece titled “Symphony of Humanity,” designed to celebrate both ancient and contemporary Egyptian civilization and the universal spirit of humankind. Each performer appeared in Concrete’s immaculate white suits, a palette of purity and precision that mirrored the museum’s architectural rhythm. In their understated elegance, the garments became part of the storytelling: a contemporary reflection of Egypt’s timeless pursuit of beauty, artistry, and meaning.
