We’ve never had more access to one another – and yet, somehow, genuine connection has become increasingly difficult to find. In fashion especially, where being in the right room can carry as much currency as what happens inside it, belonging and access are often mistaken for the same thing. Mohamed ElSayed is interested in the difference.
With Rare Society, the Egyptian-born, London-based creative is building a world around the kind of connection that can’t be measured by a guest list. Part creative consultancy, part growing community, Rare Society brings fashion, culture and experience together with an emphasis on something decidedly less transactional: creating spaces where people actually connect.
The idea has roots in ElSayed’s upbringing in Egypt, where community was woven into the culture around him. It’s an instinct he has carried into London, and one that sits behind the name itself — “rare” for individuality and authenticity, “society” for the people brought together by it. In a creative landscape perpetually searching for the next exclusive thing, ElSayed’s proposition feels quietly counterintuitive: perhaps what’s truly rare isn’t getting into the room, but leaving it having found something real.
ElSayed dishes the details to MOD about the making of Rare Society, why community has become a form of modern luxury, and his ambition to create something that extends far beyond a night out.
MOD: For someone discovering Rare Society for the first time, how would you describe what it is?
Rare Society (RS): We are a creative consultancy agency specializing in event curation and creative direction. We work closely with brands to develop thoughtful, visually compelling experiences. Our approach is rooted in storytelling and detail, ensuring that each project not only aligns with a brand’s identity, but creates a meaningful and memorable connection with its audience.
MOD: What’s the philosophy behind the name Rare Society, and what personal experience inspired the idea?
RS: The name Rare Society was born from the concept of creating unique and “rare” experiences, while also growing a community of passionate, like-minded individuals and forming our own “society.” Growing up in Egypt, community was a huge part of the culture, and I wanted to foster some of that tradition here in London.
MOD: In a world where everyone is trying to stand out, what does being “rare” actually mean to you today?
RS: To me, being “rare” stands for personal authenticity and creating genuine connections. To be rare is to stand out from the crowd, while supporting and celebrating the success of the people within your community.
MOD: The word “society” suggests belonging. How central is community to your vision, and what kind of space are you hoping to create?
RS: “Society” is at the forefront of our vision. In this industry, community is often overlooked, but for me it plays an important role. Building the right relationships directly impacts the progression of any business, and I consider it a key element for success. Our goal is to build a space where we can create unique and memorable experiences that foster deeper connections between the guests and brands we work with.
MOD: Rare Society sits at the intersection of fashion, culture and connection. How do you hope it challenges people’s expectations of what a fashion-led community can be?
RS: We see fashion as more than just what people wear — it’s a reflection of culture, creativity and identity. The Rare Society is about bringing people together through shared interests and creating a community built on connection, not just access.
MOD: What do you think turns an event into a genuine community, rather than just another night out?
RS: As Rare Society, we believe this is one of our genuine strengths. We gather people who are relevant and handpicked for each individual experience we create. We believe the difference is the feeling people take away with them. A great experience creates a memorable moment, but a real community creates a sense of belonging — where people want to return, contribute and feel part of something bigger.
MOD: Do you think community has become a form of modern luxury? Why do you think people are seeking that sense of belonging now more than ever?
RS: Absolutely. Today, true connection feels increasingly rare, which makes it incredibly valuable. People are craving a sense of belonging, shared experiences and authentic relationships in a world that can often feel disconnected despite being constantly online.
MOD: What kinds of conversations, collaborations or connections do you hope naturally emerge through Rare Society?
RS: I’d love Rare Society to be known for bringing together ambitious, culturally curious people who inspire one another. Whether it leads to a campaign, an event, a brand partnership or simply a meaningful friendship, the connection itself is the most important part for us.
MOD: Looking ahead, what excites you most about the next chapter of Rare Society?
RS: I’m excited by the possibility of taking Rare Society beyond traditional events, deepening our brand collaborations and continuing to create spaces where creativity, conversation and connection come together naturally. The next chapter is all about growth with intention.
MOD: Five years from now, what impact do you hope Rare Society has had — not just on the people who attend, but on the wider creative community?
RS: Our hope is that Rare Society becomes a place that reflects the way people want to gather today, with more purpose, discovery and shared values. We want to create an environment that celebrates individuality and reminds people of the value of coming together beyond the digital space.
Written by Sandy Aziz
