Cairo Designer Youssef Mohammed Karam Hussein Reaches Dubai Final of Creators of Craft Design Challenge
Youssef Mohammed Karam Hussein showcases Egypt’s rich heritage in the forthcoming final held in Dubai.
Cairo, Egypt, October 2026: In a significant cultural collaboration, IQOS, in partnership with Vogue Arabia and the renowned Italian design house SELETTI, has unveiled the five finalists for the esteemed Creators of Craft Design Challenge. Among them is Youssef Mohammed Karam Hussein, a distinguished jewellery designer from Cairo, who will compete against talents from the UAE and Lebanon.
The finalists are set to travel to Dubai in November 2026 to present their innovative prototypes. The event will culminate at the inaugural Vogue Arabia Ball: Art Edition, where the winner will be announced. The victor will be awarded a collaborative opportunity with IQOS, an all-expenses-paid trip to Milan, a feature in Vogue Arabia’s print edition, and entry to exclusive masterclasses led by notable judges.
Challenging Designers to Blend Tradition with Innovation
The Creators of Craft Design Challenge was initiated in December 2025, inviting designers from Egypt, Lebanon, the UAE, Saudi Arabia, and Kuwait to craft unique accessories for the IQOS device. This initiative spans various design disciplines, including fashion, product design, jewellery, and architecture, and celebrates the fusion of art and technology while honoring traditional craftsmanship.
Each submission from the region was evaluated for its originality, with Youssef Mohammed Karam Hussein standing out with a concept deeply rooted in Egypt’s architectural legacy and artisanal skills.
Youssef Mohammed Karam Hussein: A Prominent Voice in Contemporary Design
Hussein, the founder of Peace of Art Design Studio, draws inspiration from traditional Egyptian mashrabiya in his design. His innovative IQOS device holder doubles as a wearable piece of jewellery, designed to be worn as a necklace. This piece emphasizes functionality and aesthetic lightness, and is available in both brass and leather. The brass variant is crafted from a single flat sheet, employing cold mechanical connections for durability and easy assembly. Integrated charms on the design subtly nod to cultural themes, showcasing the designer’s commitment to merging traditional influences with modern object design.
A Diverse Panel of Judges and Competitors
Hussein will join fellow finalists Fabi Faisal and Razan Basim from the UAE, and Marc Keyrouz and Elie El Khoury from Lebanon. The finalists’ work will be judged by an esteemed panel, including Manuel Arnaut, Head of Editorial Content at Vogue Arabia; Yan Marois, Vice-President Global Brands at Philip Morris International; Stefano Seletti, Founder and Creative Director of SELETTI; and Nadine Kanso, Founder and Creative Director of Bil Arabi, among others.
Supporting the Future of Design in the Region
Ali Nevzat Karaman, Managing Director for Egypt and Levant at Philip Morris International, emphasized the importance of Egypt’s design legacy. He stated, “Egypt’s rich design heritage continues to inspire contemporary creativity. Initiatives like Creators of Craft give emerging designers an opportunity to build on this legacy and reflect their own creative perspectives. The inclusion of an Egyptian designer among this year’s finalists highlights the substantial talent pool in Egypt and the capacity of regional platforms to elevate that talent globally.”
The Creators of Craft initiative is designed to bolster the regional design community by providing platforms for emerging talents to gain international exposure and connect with established figures in the creative sector. Collaborating with Vogue Arabia and SELETTI, IQOS seeks to promote cultural exchange and celebrate the creative spirit of designers from the Middle East on a global arena.
About Philip Morris International
Philip Morris International is a leading global consumer goods company that is committed to delivering a smoke-free future. The company is evolving its portfolio to include a variety of products beyond tobacco and nicotine.
As of September 30, 2026, PMI’s offerings include cigarettes and smoke-free products such as heat-not-burn devices, nicotine pouches, and e-vapor items, available in 110 markets. The company estimates over 43 million legal-age consumers worldwide have transitioned from traditional cigarettes to PMI’s innovative alternatives.
In Q3 2026, the smoke-free segment contributed over 40% of PMI’s total net revenues. Since 2008, the company has invested over $16 billion in the development and commercialization of smoke-free products, aiming to ultimately phase out cigarette sales.
PMI engages in comprehensive scientific assessments, including toxicology, clinical research, and post-market studies to inform its product development. The company has received endorsements from the U.S. Food and Drug Administration for its innovative products, marking a significant milestone in the industry.
For further insights, visit www.pmi.com and www.pmiscience.com.
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