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designer profile
Keeping couture alive
Neha Asim belongs to the young breed of designers who are diving into ready to wear these days, but she admits that it is made to order couture that excites her instead

By Sehrish Khan

 
Neha Asim graduated from the Pakistan School of Fashion Design in 2002 and states that she didn't actually plan to start off with fashion designing as her interest mainly lay in art and miniature painting. "It just happened!" she states enthusiastically. In 2004 Neha then launched her label, which has primarily been apparel of contemporary couture.

"The silhouettes of the skirts are really western along with tapered garments," she says, admitting that she has put casuals and pret wear on a bit of a backburner, although the idea is brewing in her mind.
Neha Asim's inspiration varies this season - she has played around with a lot of pastel tones and puts a lovely shiny bohemian look to her clothes

"I've never liked frills or ruffles," she utters before continuing, "I've worked with a crystalline line and have introduced metal embedding which is a variation of coins and lots of Swarovskis, which are combined to give a traditional appeal!"
 

Neha's work always emphasizes on the cuts as well as the lines, and if she wants to work with lucid fabrics, she uses chiffons but if she wants more layering in the fabrics, she's used materials such as jamawar, panchooris, and brocade.

Ever since she's graduated the young designer has had only two fashion shows to her credit but plans on having more in the future.

Not having worked actively with anyone from the fashion fraternity, Neha says, "Personally, I like Nilofer Shahid's work, she's excellent with embellishments."

In relation to foreign inspiration, the designer states that she particularly admires Oscar de le Renta's colourful work, and is also fascinated by John Galiano's experimentations.

Commenting on the local fashion industry Neha doesn't feel that a lot is being done for its progression, "I won't say there is a lot of professionalism, rivalry still prevails in the industry. Maybe in a few years time, the progress will increase. I feel PSFD is doing a great job in relation to aiding in the fashion industry's progression though".

Neha Asim does not have a flagship outlet yet, but hopes to open up an outlet at a central location by next year, although she somehow prefers working exclusively from her studio - as her work is mainly couture.