Hala Foda,
Founder & Designer Of Tallyna
Why would a university professor, who spent more than 30 years teaching French and comparative literature, undertake a daring journey in fashion design? The simple answer to this recurrent question is because of her passion for tally as an iconic part of the Egyptian heritage as well as the pursuit of an inspiring dream. Hala has a very strong will to make her dream come true and she can foresee the beauty that Tallyna can bring to contemporary fashion.
Hala Foda, was born in Cairo, a city where every corner beholds beauty and history. Her interest in History and her pride of her Egyptian identity were instilled by her readings and her many travels around the world. She strongly believes that the Egyptian intangible cultural heritage deserves to be known, preserved and revived.
October 2020
Tallyna Launched
Hala Foda decided to pursue her growing passion for tally and launch her brand “Tallyna” for contemporary tally. She picked a name that can reflect the concept behind the brand. “Tallyna” means “our tally”, which is different from any other tally.
Her goal wasn’t just to modernize a traditional handcraft from Upper Egypt, but mainly to save this precious heritage from disappearing by documenting its history, motifs and vintage designs. She also believes that, in order to revive the glamour of tally, the community of talented artisans in Sohag needs to be empowered through improving their skills and living standards. Their efforts to maintain their beautiful artwork deserve to be recognized and appreciated.
Afaf Aref,
Co-founder & Executive Director Of Tallyna
Born in Shandaweel Island, Sohag, Afaf learned the art of tally in 1992, as part of a revival wave initiated by Italian and international efforts to preserve the heritage of Upper Egypt. Her talent enabled her to quickly become a trainer of many young ladies in her village, then to be one of the pioneers and team leaders of tally in Sohag.
She worked in many development programs, to gain a hands-on experience in tally and to improve the quality of her products. Her dream was to preserve her heritage from disappearing as well as to empower the artisan ladies by reaching a broader market.
When she met Hala Foda in 2020, they both realized that they share the same passion for tally and the belief that it deserves more recognition and efforts in order for it to be modernized. They felt that they could complement each other and decided to merge their vision and experience.