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"I
want people to think and not buy fashion blindly."
Feeha Jamshed, heir to the massive Teejay fashion brand, talks
about reinventing her father's business and bringing in a new
perspective to his vision.
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Feeha Jamshed
is what the next generation of fashion designing in Pakistan
is all about. She's someone who lives fashion without being
brand conscious. Even when she walks in today, wearing white
denim under black boots and a warm, white jacket accessorized
by a red checkered keffiyah and silver jewelry, she waves off
a question about the brands she can identity with and confirms
that most of her favourite pieces (including the boots and jacket)
are from Karachi's infamous Itwaar Bazar. It's all about putting
the right things together, and it's this perspective that she's
bringing to the house of Teejays.
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One
of Tanveer Jamshed' s four children, Feeha and her brother Mohammad
Ali are the only two involved in the clothing business. And Mohammad
Ali has very clearly said he wants to stay away from the fashion side
of it, Feeha laughs. So while he handles administration, she handles
design and creativity. Teejay himself now plays the role of a godfather
as he doesn't keep the best of health these days and has had to disassociate
himself from the demands of the competitive business. But one has
to say that with Feeha, it appears to be in good hands.
She stepped into the design department a year and a half ago, with
an Eid collection that was an instant hit and one year on she very
clearly demarcates western wear as her focus in prêt a porter
or ready to wear. In this quick conversation with Instep, this is
what Feeha also known as Feejay had to say…
Instep: What is your vision for taking Teejays forward?
Feeha Jamshed: My philosophy is the same as my dad. He's always been
affected by what's happening around him and it'll stay that way. In
Zia's time the dupatta did come in; fashion changes according to what's
happening around us. And for me, prêt now is about western wear.
Instep: Do you think the people will be open to accepting western
wear in their daily wardrobes? French collars and jumpsuits (featured
in Feeha's spring/summer 2009 collection) aren't exactly what people
see or wear in Pakistan?
FeeJay: They might not accept it at first but I believe that when
something is constantly being put out, then people will eventually
be interested in it. They might walk past a shop window displaying
western wear once or twice but they will be intrigued the third time.
I don't necessarily want them to accept it anyway. The idea is to
give them choice and encourage them to think. Because I feel that
our nation has become a bit too 'accepting' about everything that
is thrown towards them. We lack the thought process; we have become
zombies. I want people to think and not buy fashion blindly.
Instep: Do you think the fashion industry is hospitable terrain for
newcomers?
Feejay: One has to take the good and the bad in one's stride. I try
and take the negativity and channel it into positivity. That said,
struggle is important and it makes a man feel alive. And everyone
in this industry needs to struggle, whether they are new or old. Even
the established designers need to struggle. The fashion industry has
grown and I always say it has grown with the good, the bad and the
ugly.
Instep: Will you be hiring new fashion graduates at Teejays?
Feejay: We will be hiring eventually, though not now. I know we're
at a standing where we can but right now we're just getting things
back in order.
Instep: How important do you think any designer's personal image is
to his brand?
Feejay: I wouldn't say it is terribly important per say but we all
need to promote our collections or what we are designing it and talking
about it or wearing it is part of marketing it. It's up to each individual.
You should speak your product, adopt your baby.
Instep: What are the three things you think necessary for Pakistan's
fashion industry to take off in any substantial way?
Feejay: Unity, faith and discipline. I think we all need to abide
by these three things on an individual level and then on a national
level. International will automatically follow. Ego is the downfall
of anyone.
But unity, faith and discipline is what the industry needs. Two to
three people going abroad for shows every year doesn't change an industry.
Even if we don't get along with other people, it's a must to come
together in order to move forward. Feeha
Jamshed was talking to Aamna Haider Isani
– Her new collection for Teejays can be seen on Style Section
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