HOW HAS FASHION PLAYED A ROLE IN YOUR LIFE?
From a young age, I have always gravitated towards fashion. Whether it was dressing up, experimenting with makeup, or admiring the latest styles in magazines and movies, it held a special place in my heart. Though I was artistic and a good student, pursuing fashion wasn’t seen as a traditional career path in Bangladesh back then. So, I opted for a ‘practical’ route, studying Marketing in Boston, USA, and building a successful career upon returning home. Despite finding professional success, something was missing. Fashion, an undeniable passion, lingered at the back of my mind. Around 2012, I started showcasing my own designs through exhibitions while juggling my full-time job. This was my way of keeping the creative spark alive.
In 2014, a life-altering event occurred. My mother was diagnosed with cancer, and also suffered a stroke. Her illness was a stark reminder of life’s brevity and the importance of following your dreams. I knew I could not straddle two worlds anymore. I left my job, assembled a team, and dove headfirst into fashion design, making it my full-time pursuit.
During this difficult time, designing became my sanctuary, an outlet for expressing my emotions and finding solace. Through sheer dedication and hard work, my brand has seen steady growth over the last ten years being in the industry. People have embraced our designs and signature style, recognising the unique cuts and colour palettes we offer. It has been a remarkable journey, filled with both personal and professional growth as well as great support and encouragement from our patrons. I am incredibly grateful for it all.
WHAT INSPIRED YOU TO CREATE CLOTHING THAT CATERS TO THE EVERYDAY NEEDS OF THE URBAN, CONTEMPORARY BANGLADESHI WOMAN?
My designs reflect a blend of Eastern and Western aesthetics, inspired by my own upbringing. Growing up, I wore a lot of Western outfits, while simultaneously loving the beauty of traditional Eastern clothing, especially the vibrant attire worn at weddings and parties. This fusion of influences became the bedrock of my brand, allowing me to create Indo-Western garments that cater to a contemporary, minimalist aesthetic.
My time in the USA exposed me to the convenience and accessibility of prêt-à-porter clothing, which I saw a significant gap for in Bangladesh. Back then, women mostly relied on custom tailoring or high-end designer brands. The market was dominated by exclusive, often heavy, and expensive bridal and couture wear, leaving a void for casual, ready-to-wear attire. Samara Hyder Designs emerged from this realisation. We envisioned creating prêt-à-porter garments for the modern Bangladeshi woman – working professionals, moms, and individuals on the go.
We recognise the need for convenience and functionality, offering pieces that don’t require the time commitment of custom tailoring. Our garments are designed to allow women to effortlessly navigate their daily lives, from work to errands to social gatherings and special occasions. We offer a range of price points, ensuring there’s something for everyone, while never compromising on quality.
Looking back, I am proud to see that we played a pioneering role in introducing styles such as shrugs, maxi dresses, jumpsuits, draped capes, kaftans, jackets, and other versatile silhouettes to Bangladesh. We created a new wave of Indo-Western fashion here, offering women comfortable, stylish, and versatile clothing that reflected their multifaceted lives. These offerings resonated with our niche customer base and helped establish the brand’s popularity.
Beyond affordability and functionality, we prioritise a timeless aesthetic. We believe in creating clothing that feel like valuable investments, which is validated by our customers’ consistent praise for the durability, versatility, and cherished status of our garments in their wardrobes.
OUR GARMENTS ARE DESIGNED TO ALLOW WOMEN TO EFFORTLESSLY NAVIGATE THEIR DAILY LIVES, FROM WORK TO ERRANDS TO SOCIAL GATHERINGS AND SPECIAL OCCASIONS.
HOW DO YOU NAVIGATE THE CHALLENGES OF PURSUING SUCCESS IN THE COMPETITIVE FASHION INDUSTRY?
Being an entrepreneur requires wearing multiple hats, which is a challenge in itself. On top of that, the Bangladeshi fashion industry presents unique obstacles, particularly regarding design imitation. While established designers in larger markets like India might view imitation as a form of flattery, the reality in Bangladesh is different. Our market size is significantly smaller, limiting the customer base for luxury brands like mine. This translates to fewer potential customers, and when faced with readily available replicas at lower prices, many customers understandably opt for those options. Unfortunately, this undercuts the immense effort, time, and resources we invest in creating original, high-quality designs, often leaving us feeling undervalued. Witnessing our work replicated cheaply is disheartening, especially considering the dedication we pour into innovation.
Despite these challenges, I maintain a strong sense of community within the Bangladeshi fashion scene. While there are instances of unhealthy competition, I believe in supporting fellow industry professionals. However, navigating this landscape requires resilience and a thick skin, traits essential for anyone pursuing success in the fashion industry here. I have been truly fortunate to have a strong support system in my best friend, who is like a sister to me, and who has always stood by my side.
HOW DO YOU REFLECT UPON THE GROWTH OF SAMARA HYDER DESIGNS AND WHAT ARE YOUR FUTURE PLANS FOR IT?
The growth of Samara Hyder Designs, from a small rooftop operation to a thriving business, fills me with immense pride. Our path to success was not paved overnight. It has been a journey of self-discovery, constant learning, and a relentless pursuit of understanding our customers’ demands. Growing organically has always been crucial to me. I started small, without relying on investors, and focused on gradually building a strong foundation based on quality and customer satisfaction. We started by filling the gap in the market for quick, versatile, and affordable ready-to-wear clothing for Bangladeshi women. As our brand grew, we expanded into occasion wear, offering a selection of stylish and elegant pieces for events such as birthdays, anniversaries, and engagement parties. Our journey continued further with the introduction of festive formal wear specifically designed for wedding guests and bridesmaids. This reflects our commitment to evolving alongside our customers and staying at the forefront of fashion for every occasion.
Recently, we added a formal men’s collection to our repertoire, further solidifying our position as a one-stop shop for stylish and accessible fashion in Bangladesh. As we continue to expand our horizons, it is my aspiration to elevate the brand to international prominence by entering the western market.
Photograph: Rony Rezaul