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Mahmoud El Salahy: From IFA Paris to Global CEO of BAPE

MAHMOUD EL SALAHY’S PATH TO SUCCESS

Q : Could you briefly introduce yourself?

Mahmoud El Salahy : I like to say I was born in Egypt, raised by the world. I have always believed that we are so much more than our positions, and my identity has always been linked to three ideas: curiosity, unlocking potential, and self-expression.

Curiosity has guided my journey across countries and industries, enabling me to face each day with a fresh lens. Unlocking potential is foundational to both my management style and my own work. I am always looking for ways to push further and dig deeper to realize potential, in myself and others.

And finally, self-expression is a practice of always working to get closer to your true self. It's important to never lose sight of that, regardless of the pressures to change. I apply these attributes to the two C-suite titles I hold: the Chief Executive Officer of A Bathing Ape (BAPE) and what I call the Chief Family Officer in my home.

 

Q: What is your current role and what does it involve on a daily basis?

Mahmoud El Salahy : As the Global CEO of A Bathing Ape (BAPE), I'm building a world of self-expression, one where culture, community, and creativity intersect to enable individuals to show up as their most authentic selves. To realize this vision, I lead teams in Hong Kong, Tokyo, London and New York.

I craft the brand's vision and translate it into strategies that forge genuine connections with communities around the world, through compelling products, culturally resonant marketing, and seamless omnichannel experiences. Every day, I work to ensure that we are elevating both our cultural and commercial growth. 

This generation does not look to brands for permission to define themselves. They look to brands for the raw material to do it. BAPE has always understood that. My work is making sure we continue to earn that role today and into the future.
 

MAHMOUD EL SALAHY’S EXPERIENCE AT IFA PARIS

Q: Which program did you complete at IFA Paris ?

Mahmoud El Salahy : I completed my MBA in Fashion Business* in Shanghai** in 2012. I selected the program in China to expand my knowledge of one of the world’s largest consumer populations.

Taking this leap challenged my family's assumptions and required learning a new language, but I anticipated the opportunity it would provide.

For me, it's always been about making a zag when people expect you to zig like everyone else. If there’s something that’s calling to you, lean into any fear you may have and pursue it. Doing things differently has taken me far, and I’ve learned a great deal in every role. 

*This MBA is now called Fashion and Luxury Marketing
**The Shanghai campus was closed in 2024

Q: Why did you choose IFA Paris at the time?

Mahmoud El Salahy : Three things: location, curriculum, and cohort. The campus placed me at the center of one of the world's most significant consumer markets. I was drawn to the curriculum because it balanced foundational theory with real-world application.

And the cohort, faculty and classmates drawn from across the globe, created the kinds of connections that make learning dynamic, challenging and inspiring.

I believe difference creates advantage, and the multicultural nature of the program exposed me to new approaches, cultures and perspectives that were instrumental in honing my own. 

 

Q: What key skills or experiences did you gain during your studies?

Mahmoud El Salahy : IFA sharpened several skills that I still rely on daily. It deepened my understanding of consumer behavior, I strengthened my ability to apply diverse research methodologies to real business challenges, honed my presentation and pitching skills, and perhaps most importantly, I learned the true meaning of teamwork in a high-pressure, cross-cultural setting. 

 

Q: In what way has your education at IFA Paris contributed to your current career?

Mahmoud El Salahy : I believe that education provides a foundation and a springboard. I entered my career with a strong foundation to build upon. In my experience, IFA also instilled in me a discipline I value greatly: the ability to move fluidly between big-picture strategic thinking and ground-level operational execution, grounded in rigorous research, creative ideation, and the power of collective effort. 

The alumni community was another valuable aspect of my time, as these are individuals who have become lifelong friends and collaborators.  

 

CAREER MILESTONES: A PATH TO GLOBAL CEO

Q: What were the main steps or turning points in your professional journey after graduation?

Mahmoud El Salahy : A defining turning point was joining The North Face in China with the clear mandate to drive growth and reignite the brand's relevance in the APAC outdoor category. It was high-stakes, high-growth, and deeply formative. It taught me that a strong brand with the right leadership and the right strategy can reclaim its power and it built my foundational understanding of building globally consistent and locally relevant brands.

 

Q: What challenges did you face and how did you overcome them?

Mahmoud El Salahy : I would rephrase this, as the list of challenges was extensive and nearly constant. I learned that whenever you are pursuing audacious goals, facing challenges is inevitable. The mindset shift that accelerated my success was to stop seeing obstacles as threats and start seeing them as data. In this way, challenges become stepping stones to solutions. I have to say, this shift has been one of the most powerful tools in my leadership toolkit.

 

Q: What do you consider your proudest achievement so far?

Mahmoud El Salahy : My proudest achievement isn't a number or a title, it’s playing a role in the success of the people in my orbit. Watching the individuals I've worked alongside recognize their full potential, step into their purpose, and deliver consistent, meaningful impact is what I'm most proud of. Doing this across multicultural environments, in multiple languages, and against the backdrop of global uncertainty makes it all the more meaningful.

 

Q: What advice would you give to current IFA Paris students?

Mahmoud El Salahy : Slow down to speed up. Reflect on your purpose, lean into discomfort and take those pauses that accelerate in the long run. Never forget that learning is a privilege, especially in institutions like IFA Paris, and it's important to understand that education is in the journey. As I’ve grown in my career, I have learned the importance of embracing the process and not just racing to the destination. 

You can see that community is a strong theme in my career and life, and this would be my other piece of advice. Seek out people who think differently, live differently, and see the world differently from you. The connections you build now will become the most valuable network you will ever have.

 

Q: If you could give one key piece of advice to aspiring fashion professionals, what would it be?

Mahmoud El Salahy : This industry will test you in every aspect of your life: creatively, commercially, personally. The single trait that separates those who endure from those who thrive is simple: resilience.

Both life and the fashion industry rewards those who refuse to be defined by their setbacks. Develop your own practices to build resilience, and you will win, because you don’t lose until you stop trying. 

 

Q: How do you see the fashion industry evolving, and what skills do you think are essential today?

Mahmoud El Salahy : Historically, the fashion industry was driven by trend cycles, fashion calendars and quite a bit of gatekeeping. We're in an interesting moment where fashion is being democratized and is driven by culture, community, and self-expression. 

The role of the consumer has also changed. The best brands are engaging them in a dialogue and treating them as part of the community, not just selling to them. 

The skills that are essential today have shifted with the industry. Information, too, has been democratized, and AI is rapidly changing every aspect of work. I would encourage students to build their adaptability to learn their things, cultivate their curiosity, practice cultural intelligence, and, of course, build their resilience. 

The future is in your hands.

 

Mahmoud El Salahy’s journey from IFA Paris to CEO of A Bathing Ape (BAPE) is a testament to the power of resilience, curiosity, and adaptability in the ever-evolving fashion industry. His insights on leadership, innovation, and self-expression continue to inspire aspiring professionals to embrace the journey, face challenges head-on, and create meaningful connections in both their personal and professional lives.

At IFA Paris, we believe in nurturing the next generation of global leaders by equipping them with the tools and mindset to succeed in the dynamic world of fashion, marketing, and design.

If you’re ready to embark on your own path to success and become part of a vibrant, multicultural community, explore our programs and start building your future today.