Few brands in the constantly changing fashion industry are both a visual feast and a social critique. Presenting FTL, which stands for Form The Label, an Egyptian apparel company established by siblings Laila and Youssef Rashed.
FTL is more than simply a label; it’s a movement, a philosophical exploration of form, structure, and narrative that uses fashion to capture the subtleties of human identity.
ROOTED IN FORM & FAMILY
The concept of “form” is central to FTL. But this is a philosophy of structure, resiliency, and narrative, not merely a reference to tailoring or clean lines.
The Rashed siblings add a special duality to the brand’s DNA: Youssef, who drew on his modeling experience in Cairo and the UK, influences the brand’s creative direction and visual storytelling, while Laila, who has an editorial eye honed in London, crafts each piece as a visual tale.
This family synergy is reflected in each FTL collection, as design becomes a conversation between fabric and emotion, between silhouette and soul. Their common goal results in a brand that does more than just make clothing; it also starts discussions.
GIVE MEN THEIR FLOWERS
Their philosophy is demonstrated by their most recent collection, Give Men Their Flowers. The anthology questions conventional masculine ideals and is inspired by the sometimes unsaid reality of men’s mental health.
FTL encourages users and spectators to interact with themes of vulnerability, fear, fury, and solitude through the combination of exquisite tailoring and intensely intimate storytelling.
Every piece in the collection is a canvas of resiliency, with minute details exposing the fissures beneath the surface and rigid forms embodying the effort to hold it together. The collection’s title, “Give men their flowers before the silence becomes eternal,” is a powerful call to action.
FTL’s most recent work encourages a collective reckoning in a society where males are all too frequently advised to “man up” and remain mute. It suggests that having the guts to face one’s own fears is just as powerful as maintaining composure.
A NARRATIVE OF HOPE
Beyond apparel, FTL’s Give Men Their Flowers is a societal narrative that aims to eliminate stigma and promote candid discussions about masculinity, mental health, and emotional expression.
FTL creates stories to wear in addition to clothing by fusing refined elegance with unfiltered vulnerability. This serves as a potent reminder that, despite the darkness, beauty, resiliency, and most importantly, hope can be found.
As both photographer and art director, Abdelrahman Muhammad had a concept for this editorial that went beyond simply documenting clothing. His goal was to create an identity based on genuine emotional connection.
These photographs, which are set against rose beds and surrounded by silence, show strength in its most subdued and vulnerable manifestations rather than forcing men to display it.
Every feature was purposefully chosen to subvert traditional ideas of masculinity, from softer forms and tactile fabrics to open, unprotected attitudes.
A distinct aspect of the masculine emotional spectrum is revealed by each picture: isolation, introspection, compassion, rage, and, finally, resiliency.
‘GIVE MEN THEIR FLOWERS’ TEAM CREDITS:
Creative Director: Youssef Rashed
Photographer: Abdelrahman Muhammed
Videographer: Aly Abolaban
Set Designer: Mohamed M. Bayoumi
Stylist: Dina Casper
Hair Stylist: Yomna Mounir
Makeup Artist: Maria Mourad
Model: Youssef Hesham
Model: Amr Arafat
Model: Mourad Ragab
