Egyptian fashionwear brand Concrete has launched a new outdoor campaign that seems to announce the release of their next Autumn collection from the hand of new brand ambassadors. Building up on the success of their Spring collection, which was launched with four iconic brand ambassadors, the renowned Egyptian brand plans a similar strategy for their upcoming Autumn collection. With the detail of a woolen cardigan and the ad copy “SOON #concreteicons”, it seems that the brand will be portraying new “icons” or brand ambassadors in the coming weeks. The hashtag certainly has a lot of volunteers among Egyptian young men who are uploading selfies on Twitter, Instagram and Facebook. The artwork keeps the black and white photography from the previous campaign as well as the locations, and it can be seen on uni-poles, double-decker poles across the Greater Cairo.
