Salma Elfawal, an Egyptian artist born and raised in Cairo in 1995, embarked on her journey into Art Direction and Photography nearly 8 years ago, starting in 2017. Her creative endeavors delve deep into the realms of intimacy and vulnerability, capturing the essence of her subjects through a unique and personal perspective. Through her lens, Elfawal intricately explores concepts of femininity and womanhood.

After studying Fashion Design in Cairo in 2014, she has since been engaged in freelancing across various creative disciplines including Art Direction, Photography, Styling, and Set Design, while also managing her own brand, ShopCalma. ShopCalma stands as a seasonal vintage shop, offering carefully curated pieces sourced from Cairo’s hidden corners. Ranging from clothing to jewelry and quirky homeware items, ShopCalma also highlights handmade treasures, from garments fashioned from vintage textiles to eccentric wine glasses.

Continuously expanding her expertise in fashion and photography, Elfawal is now unveiling her newest project, Sensi. This vintage-inspired brand focuses on statement pieces and collectibles, aiming for versatility across its product line. Sensi's vision transcends limitations, welcoming any form of creative expression in its future product launches