You’ve come a long way from being an exclusive, limited couturier to one of the most celebrated bridal wear and lawn designers in Pakistan as well as the creative director of Sapphire. Tell us how your journey has been. How it did it all begin for you?
It was a twist of fate really. Fashion was always a passion and an interest of mine. I had dabbled in it from a very young age, styling and creating my own clothes and those of my sisters and friends, but I had never intended on pursuing it as a long-term career. I had recently returned from London after completing a BA degree in International Relations from LSE, when I started helping my mother out with her label that she ran from our family home. I have never looked back since. Of course, it hasn’t been easy; this industry comes with its own set of unique challenges, but I have managed to persevere, thanks to some very supportive and loyal people I have in my life.
“It is tough to see your hard work, sleepless nights, and time away from your children, being exploited, copied by others and not recognised by the fraternity”
What is your favourite part about being a fashion designer?
The creative process – finding inspiration in all the beauty that surrounds us. As a designer, I have learnt to appreciate my surroundings even more – spring blooms, a blade of grass, a table setting at a quaint cafe. I have learnt to stop and appreciate details.
What, according to you, has been your greatest achievement to date?
Running two major labels, a premier luxury one (Élan) and a stellar high street one (Sapphire) successfully side by side.
What does it mean to be Pakistani for you?
My identity – Pakistan is my home! It is where I belong. The more devastation I see around the world, in Gaza, in Syria, people, children crossing dangerous seas in search for shelter and a place to call home, the more grateful I am that our forefathers had the foresight to give us Pakistan. It makes me even more determined to hold on to it and help better it in any way I can. I will never give up on Pakistan and I hope it never gives up on me!
“I will never give up on Pakistan and I hope it never gives up on me”
Who inspires you the most in fashion? Anyone who stands out?
In the Pakistani fashion industry, I would say Bunto. She has been the reigning queen of bridal couture for as far as I can remember. She has managed to maintain the same level of quality, efficiency and attention to detail throughout, all the while maintaining class and dignity. I have never heard of her being involved in any kind of dispute or drama. It is remarkable and highly admirable! On the international scale, I am intrigued by Raf Simmons. He defied all his sceptics at Dior and revamped the iconic fashion house, remaining true to its core ethos and feel. And now he has left Dior for a label like Calvin Klein, which on the surface is such a surprising move, but knowing him and his genius will once again be transformative.
What’s the most challenging part?
The lack of ethics governing the industry! It is tough to see your hard work, sleepless nights, and time away from your children, being exploited, copied by others and not recognised by the fraternity. Not being stuck up and coming from a different belief system and upbringing sometimes engenders bitterness towards me and my labels from certain quarters within the industry; at the same time, this is what drives me to innovate and do even better, coming up with new and exciting collections each time, so I suppose I’d like to see it as a glass half full situation.
Is fashion only for the rich?
Not necessarily. Fashion is a form of expression and anybody can participate in whichever manner they feel speaks to them or they are comfortable with. Wearing expensive designer wear is just one way it manifests itself, but it is certainly not the only way.
What are your plans for the future?
Lots of plans and may God give me the strength, time and opportunity to work on them. You will have to wait and see!
We, at Daily Times, consider you one of our national heroes. Who are some of yours?
Abdul Sattar Edhi. He was a saint of our times and I am just blown away by the level of his dedication, selflessness and love for the people of Pakistan.
Achievements
Marketing Queen
Fashion designer Khadijah Shah is at the top of her game with two simultaneous brands selling like hot cakes; from perky advertisements to innovative and trendy collections, Khadijah Shah is the ultimate marketing queen.
Beauty With Brains
Shah is not just a successful businesswoman and fashion designer, but she’s also a graduate of the prestigious London School Of Economics with a degree in International Relations.
The Majestic Touch
Be it couture, prêt, luxury prêt or lawn, the designer is known for her exquisite creations and does remarkable business and justice to all categories.