Salma Elfawal is an Egyptian artist born and raised in Cairo in 1995. She began her journey in art direction and photography nine years ago. Her work moves through intimacy and vulnerability, capturing the quiet presence of her subjects across editorial and fashion imagery, still life, and food photography.

 

After studying Fashion Design in Cairo in 2014, Elfawal has worked across multiple creative disciplines, including art direction, photography, styling, and set design, while continuously developing independent creative projects.

 

In 2018, she began creating digital illustrations and printed works under the name Calma, producing a series of visual prints. This practice later evolved into ShopCalma, a seasonal vintage platform offering carefully curated pieces sourced from Cairo’s hidden corners, ranging from clothing to jewelry and quirky homeware items. ShopCalma also highlights handmade pieces, from garments made of vintage textiles to eccentric wine glasses.

 

Continuously expanding her practice, Elfawal is now unveiling her newest project, Sensi, a vintage-inspired brand centered on statement pieces and collectibles, beginning with bags and aiming for versatility across its product line. Sensi’s vision transcends limitations, welcoming any form of creative expression in its future product launches.

 

Alongside her visual work, Elfawal maintains a personal and evolving relationship with cooking, often exploring different cuisines as a way of gathering with friends and sharing meals. This interest extends into food styling, tablescaping, and food photography, with a particular focus on macro food imagery that highlights texture, rawness, and reveals details beyond what the eye immediately sees.