Beneath the scorching sun and boundless azure horizons, where golden sands and teal waters converge, a tranquil haven awaits those seeking solace in the embrace of summer. And for those moments of lounging on beach chairs with a book in hand or gracefully floating atop the glistening waves of the Red Sea, East Curves is the ultimate destination for all your beachwear needs.

Founder Sherifa Khashaba shares her personal journey behind East Curves, stating, "Creating East Curves was a personal endeavour for me. As a Middle Eastern woman, I always struggled to find swimsuits that strike the perfect balance between comfort, sexiness, and modesty. I wanted to create something that was alluring yet modest—an embodiment of the in-between, a liberal kind of modesty." Khashaba's vision resonates through the collection, which is named after Egyptian women, reinforcing the brand's commitment to celebrating its cultural roots.

"I aim to expand in the market with a focus on the Middle Eastern identity," Khashaba explains. "While there are many brands conforming to international fashion standards, I wanted to offer a different perspective. Redundancy is simply... well, redundant."

With its colour-blocked geometric patterns and tasteful cutouts, the newly launched Egyptian swimwear label, East Curves, presents its latest collection, designed to bring comfort and confidence to the waves. The debut SS23 collection is meticulously crafted to combine supreme comfort with an air of self-assurance. Featuring padded tops with a supportive shelf bra and medium-rise bottoms that offer full coverage, the pieces are adorned in dreamy pastel hues that usher in - what we’ll dub - a candy floss-inspired era.