Almah’s Visual Design on Instagram: Reflecting Sustainability and Women’s Empowerment

Document Type : Original Article

Authors

University of Hertfordshire

Abstract

This paper will delve deeper into how Almah, the Egyptian sustainable fashion brand presents its core values of sustainability, social responsibility, and women's empowerment through its visual design elements on Instagram. Almah Is an Egyptian local brand that provides upcycled fashion pieces and they offer collections made out of special vintage fabrics. Almah values sustainability and the involvement of women in their manufacturing as they have 52% of women in their labour workforce. Moreover, they have loyal customers who anticipate their new collections and attend their booths at bazars like the Cairo flea market. They also built strong connections with sustainable fashion advocates who treat Almah as their go-to brand. Almah focuses on maintaining ethical practices and providing better job opportunities for different types of women in collaboration with the Italian Embassy. A qualitative analysis of their Instagram posts will be implemented, where the study will look into how their choice of colour, typography, images and composition affect how people perceive their brand identity and core values. Besides, an online survey will be conducted to gather quantitative data that can help find answers to our research question. This methodological triangulation provides an in-depth explanation of how the brand’s visual elements are an integral part of shaping audience perceptions, which was shown in the findings of this paper. Overall, the study concludes that Almah’s visual design on Instagram serves as a powerful tool for communicating its values and fostering a loyal customer base.

Keywords

Arab International Journal of Digital Art and Design
Volume 4, Issue 0 - Serial Number 2
Part 2 - Papers in English. "Special Issue of the Research papers of the International Conference: Green Design and Smart Cities"
March 2025
Pages 201-220

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