When it comes to fashion, it can be said that the fashion industry in Pakistan is on the rise for the past couple of years. Not only that, there is a lot of new talent on the block now and the industry has always been a welcoming one. The Pakistani industry has started to make a mark on the international fashion scene and these fashion trends have gained an appreciation and positive reception from many fashion events all over the world. Misbah Haider is one such designer who has stepped foot in the industry recently with the launch of her brand ‘Mirusah’. Moreover, she is all set to make her mark by staying behind the scene and let her work do the talking. Daily Times landed an interview with the designer to know about her brand and the creative process that comes with it. Tell us about Mirusah and how did you decide that you want to dabble in this industry? Mirusah is named after the two most inspiring women in my life; my mother and my mother in law. It represents courage, resilience and goodness and the values that are the core of the brand. I ventured into this field because people around me had even more faith in me than I did on myself. It was through their sheer encouragement and motivation that I decided to turn my hobby-turned-passion into a full-time job. The designer says she overcomes her creative block by disconnecting herself from social media Describe your creative process. Fashion is relative. It is never this or that. The idea is to be comfortable in your skin and nurture your soul, the goodness in you will shine through and you will make anything you wear, look beautiful. We often give too much importance to our attires, but, if you want to look your best on the outside, be your best on your inside. Therefore, the fundamental concept behind every collection is the women who have an intrinsic need to look and feel good. We started off with the basic rule of thumb; every design needs to have an appeal and the wear-ability factor. The inspiration can come from anywhere and everywhere; be it old Bengali sarees from my grandmother’s trunks or the infinite shades of the same colour that blooms at the dawn of spring. Sometimes the outfit chooses the details and at other times, the details choose the outfit. There is no fixed step by step process to creativity. How do you get unstuck creatively? Sometimes when everything gets overwhelming and there is a creative block, the foolproof way to clear my head is to shut myself off from work, disconnect myself from all kinds of social media and spend uninterrupted time with my three and a half-year-old daughter. Children are the best detox. They find joy in the small things; it’s refreshing and inspiring at the same time. Tell us about your latest collection and what sets you apart from others? As of now, we’ve just launched our spring pret line and are all set to launch our luxury pret for Eid. This is the first time we’ve experimented with digital printing on pure silks paired with exclusively made pieces with delicate embroideries and fabric variations. What are the fashion trends that you see in the industry now? How do you want women to feel when wearing your clothes? I think the consumers now are more aware of the fashion trends then they were a decade ago. People want to look and feel ‘exclusive’ without the hassle. This is the reason that all major design houses are now doing a pret line as well. I think 2018 is going to be a key year in terms of people giving preference to their own sense of styles than the one- size- fits- all philosophy. Therefore, this is something we will definitely keep in mind while designing our collections. We want to be able to offer something for everyone. For our patrons to feel comfortable as well as make a statement. What role do you think social media plays in the fashion industry today? I think social media has totally changed the way fashion or for that matter, any industry that functions today. I also believe it has its pros and cons. The real-time accessibility and options available in the palm of your hand have given the consumer much more exposure. Moreover, social media is one of the most powerful tools to market your brand. With that being said, the downside of this is a huge amount of clutter and repetition of content. In times to come, the importance of social media marketing will only grow. There’s so much pressure for designers to come out with their greatest collection season after season. What advice would you give to young designers just starting out and hoping to make it in the industry? Stay true to your aesthetic. Getting inspired is a great thing but getting infatuated with other designers at home or across borders is never a good idea in the long run. Always stick to your own design philosophy and be passionate about your work. Success will follow. Are we going to see you make your runway debut anytime soon? Yes InshaAllah, next year. I just want to make sure we do it in style. What’s in the pipeline? We are working on the upcoming bridal and formal collection. Moreover, we’ve planned a series of tours for our international clients so we are looking forward to that.. Published in Daily Times, April 6th 2018.