THE BIG BOOK
OF “BEE2A”
An experimental publication unpacking Egypt’s evolving relationship with fashion, taste and class.
The book critiques how styles once labelled as “Bee2a”, an Egyptian slang term for tacky or lowbrow, regain value when adopted by the westernised elite. Through exaggerated graphics and unconventional layouts, it challenges the boundaries between good and bad taste, encouraging a more nuanced view of aesthetic subjectivity.
Grounded in research including semi structured interviews, visual archives and online surveys, the project approaches taste through philosophical, sociological and psychological lenses. It explores fashion as non verbal social expression, dissects the visual codes of Bee2a, and considers its connection to global design trends.
The publication culminates in “The Lookbook”, a high fashion editorial shoot styled with intentionally tasteless elements. Presented through a polished, luxury aesthetic, the work invites viewers to confront their own visual biases and consider how taste is shaped by culture, class and context.
Styled looks, image phography, treatment and scanned curated fabrics.
Still shots of styled designer pieces and “bee2a” looks.