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designer
profile

“My motivation as a designer is driven from wanting to
make a mark as a global designer.”
– Ayesha Farooq Hashwani

Kiran Haroon

 

Instep: What made you want to get into fashion design?

Ayesha Farooq Haswani: The strong desire to look and dress a certain way and my passion for fashion is what drew me towards fashion designing. What better way to fulfill my passion than have the ability to create ensembles which I could design according to my aesthetic and vision for say a particular occasion. I wanted people to have the option to wear something suiting their mood and the occasion they would like to dress to, without having to make any alterations on what’s already available. 

Instep: What is your design philosophy?

AFH: Creating collections which are elegant, timeless, feminine and inspirational.

Instep: Describe the woman that wears an Ayesha Farooq Hashwani creation?

AFH: A women who wears AFH, I believe, is confident and takes pride in the individuality of her look. 

Instep: What are some of the materials and embellishments you use that are unique to your clothes?

AFH: I feel it’s how I design my clothes, their cut, silhouette and drape, that ensures their uniqueness and style. I work with all sorts of fabric and raw materials which are available to me. The designs that I create, I hope, reflect the sheer amount of passion that goes into creating each and every ensemble.  I use minimal embellishments but do enjoy working with jewel encrusted neck and hemlines from time to time.
 
Instep: What motivates you as a designer?

AFH: My motivation as a designer is driven from the fact that I want to make a mark as a global designer for one; at the end of the day, no matter how popular I may get, I would still have the same ambition I set out to achieve. Indeed the positive response which I have received for each collection to date always inspired me to want to strive harder with new work to outdo my previous work. I absolutely love what I do and that is what keeps me on a high.   

Instep: You recently showcased at Studio 8 in Dubai, how was the experience?

AFH: I always have a great experience working with the team at Studio 8. We recently had a fashion show which was very well organized and I had the luxury of having actually sat in the front row as a guest to enjoy the show. They were very professional and I am glad to be a part of the store. My label does well at Studio 8 and I like working with the team. 

Instep: What was different about the clientele in Dubai from that of Pakistan?

AFH: My overseas clients have less of a choice when it comes to fittings and color hence they go with what is given to them. Clients here tend to make a few more changes but our way of dressing is also a bit more conservative so we do accommodate changes where we can.
 
Instep: Do you have to rethink your designs in any way for the international market?

AFH: I do not rethink designs but there are certain ensembles that I know will be  worn internationally more openly than here.  

Instep: You are stocking at Mélange in Islamabad, how has the response been there?

AFH: The response at Melange is phenomenal. I could not have been happier with my sales there as well as the management at the shop itself.  The clients there are fantastic. There is never enough stock to send there! Samina Lakhani and her team are also extremely professional people to work with. 

Instep: Fashion weeks are the new trend; do you plan to showcase your collections at any fashion week this year?

AFH: Yes, I do plan to showcase there though it depends on my other commitments and whether they clash with any of the fashion weeks at that given time. 

Instep: What is your fashion forecast for this year?


AFH: Trends evolve every season. For me the upcoming season will include maxi lengths for the evening that will remain in fashion. Tassels and laces are little details that change the feel of the garment. Crochets and appliquéd fabrics as well add to a summery feel. Tail hems continue to reign. 

Instep: What can we look forward to seeing from your latest collection?

AFH: A luxurious feminine collection that is draped, pinned and tucked to perfection. Lightly embellished, the styling of a dress itself can stand out without being over accessorized.

Instep: You do a lot of western wear but for the same price do you feel that women would opt for buying an international brand name designer piece.

AFH: My prices do not compete with that of international designers. It would be fair to say that the quality of the silks and chiffons used and the amount of embellishment used to accessorize the dresses would definitely not be available to people at international design houses at the prices that you would have to pay at AFH.   

Instep: How do you respond to critics that say you are a begum designer?

AFH: I cater to a diverse variety of clients ranging from young working women, middle aged to older women alike; thus stating my brand is one that is for begums is simply pigeon holing my work and label.
Instep: Tell us about your prêt, semi formal and formal lines.

AFH: The prices vary depending upon the time spent on the construction of the garment.  Most of my designs are ready to wear, be it a top, dress or formal wear for wedding occasions.  The materials range from silks to chiffons for the formal wear and voiles and lawn for the cotton range.  

Instep: What future plans do you have for the AFH brand?


AFH: I have planned a series of events for 2011 including exhibitions for Lahore, Karachi, Islamabad and in Dubai. However at the same time I don’t believe in stretching oneself too thin, being unable to meet production demands!