Nefertiti
2008 | installation: sewing machines | video 11’
30”
by Ala' Younis
commissioned by PhotoCairo 4: The Long Shortcut
in the context of the Digital Residencies
The sewing machine Nefertiti is a discontinued model produced
and sold in Egypt in the early years after the 1952 revolution
as part of the government's effort to nationalize industry
and emphasize Egyptian sovereignty. This feminist project
that nonetheless kept women confined to the domestic space
aimed at empowering Egyptian housewives, offering them the
chance to generate income while their men were away at war.
The curvaceous Nefertiti was retired in the late '80s due
to several unattended failures in its design. Following the
increasing Westernization of the region, bulky imported sewing
machines began to flood Egypt's markets while decaying Nefertitis
were resigned to be re-assembled from rusted spare parts by
those loyal to the olden days. This project explores personal
stories attached to the Nefertiti and to its time, a disheartening
disappointment for the older generation yet a nostalgic icon
from the heyday of nationalistic sentiments for those my age.
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