The artistic couturier

Nasreen Shaikh may be a relatively unexplored name in mainstream fashion, but her clientele swears by the clothes she creates. And over a period of fourteen years that she has spent in the profession, she has managed to garner a fan base all over the world from the United States and Africa, to the Middle East and beyond. Instep speaks to the couturier on how the evolution has been for her and where she intends taking it now…

Instep: You have been designing clothes for almost fourteen years without stepping into mainstream fashion. What do you feel is your biggest achievement?

Nasreen Shaikh: I think the biggest achievement would be that without getting into mainstream at all, I have managed to build a business in this profession. I have hardly ever advertised and yet I have people calling in and inquiring into my work. Our reputation speaks for itself. I have to say that we have maintained quality and that is our biggest strength.

Instep: How did you get into the profession back then?

NS: My mother was into block printing and I used to paint as well. Then I also attended finishing school in Switzerland so you could say I had an artistic background which gave me the inclination to get into fashion designing. Designing excites me even today and even with my collections, I try not to repeat pieces too often.

Instep: You belong to the old school of designers, like Bunto Kazmi, who seldom advertise and prefer to remain low key. Would you call yourself a traditionalist as well?

NS: Yes, I would. I am more inclined towards being a traditionalist. It reflects in my life, my home and the general principle of things around me.

Instep: But you are designing ready to wear as well?

NS: We do a prêt line as well but yes, I am still operating from my studio though I am trying to find an outlet. I believe we will be getting out there very soon. As for what I create, my traditional side reflects in my work but so does the western influence. I like working with crystals and interweaving swarovskis with old techniques.

Instep: Do you feel Pakistan has a market for ready to wear?

NS: I believe it does. For busy working women, it’s wonderful to be able to pick something they like off a rack. And that percentage of women who have less time on their hands is on the rise.

Instep: Why have you decided to step out now, after all those years? What is motivating you to step into mainstream fashion now?

NS: My grandchildren and people like Selina Rashid have pushed me. I have personally never really felt the need, but I have been encouraged to now and I have to say it feels good to have so much support from the younger generation.

Instep: Would you recommend fashion designing as a profession to bored housewives, because that is what a lot of it has boiled down to today?

NS: I wouldn’t, because first of all, it isn’t a good idea to get into something this creatively demanding when you’re 'bored’. Second, in this profession, it’s important to have a general feel of fashion. There has to be an artistic inclination and as some people put it, style and fashion has to be in your genes. But having said that, it is good to see so many younger people training for it as well. Fashion is hard work and certainly not an easy career to pursue.