Soma Islam discusses how her brand ‘Somalicious’ inspires unapologetic self-assurance.
In a world where fitting in often takes precedence, what you wear could be an act of radical self-acceptance. What happens when fashion becomes a vehicle for empowerment? Soma Islam’s Somalicious answers that question with every thoughtfully designed piece. Islam and her team see fashion as a powerful tool for individuals to articulate their unique identities and embrace their authentic selves with confidence. Therefore, the brand strives to create an experience that is dedicated to cultivating a supportive and inclusive community where everyone feels seen, valued, and empowered to express themselves freely through their style. In this interview, we go behind the seams with Soma Islam, exploring her deep-rooted passion for fashion and the core values that guide every design and decision.
To begin, can you tell us a bit about your connection to fashion and what inspired you to launch Somalicious?
For me, it all began with a deep-seated love affair with fashion – not just as something to wear, but as a powerful language. Fashion, for as long as I can remember, has been my most articulate language. Somalicious was born from a desire to arm women with pieces that aren’t just beautiful but also deeply in tune with their inner strength and individual narratives.
Our digital doors opened on January 8th, 2022, and our physical presence followed on March 10th, 2023. The fundamental driving force behind Somalicious was a resolute refusal to settle for the mundane and the predictable. I envisioned my brand to be a haven for individuality that offers a meticulously curated collection of not just visually appealing, but also exceptionally high-quality and distinctly original designs that set their own standard.
In a crowded market, what makes your brand stand out?
I believe it’s our deep and consistent commitment to the very soul of our brand that truly distinguishes us. Our designs are intentionally bold and expressive, yet they feel deeply personal. We believe in staying true to our core values and creative vision, ensuring that every piece we offer genuinely reflects who we are and what we stand for. Combined with this is our uncompromising focus on quality. We source the finest materials and employ skilled craftsmanship to create pieces that are not only beautiful but also enduring. This authenticity resonates deeply with individuals who value genuine expression rather than chasing fleeting trends.
In addition to that, we prioritise forging a genuine bond with our community. From the moment someone engages with our brand to the joy of wearing our pieces, we aim to create touchpoints that inspire and uplift. People connect with Somalicious because they intuitively sense the heart we pour into every creation.
Could you walk us through your creative process?
Our creative process is inherently linked to our ethos, beginning with a range of inspirations drawn from everyday life, the thriving energy of street style, significant cultural moments, and, most importantly, the aspirations of our community. From these initial sparks, we embark on a collaborative journey of brainstorming innovative concepts, meticulously sketching designs, and thoughtfully selecting materials that not only align with our brand’s distinct aesthetic but also uphold our core values of quality and sustainability. Our focus is on seamlessly merging style with deeper meaning, ensuring that each piece we create tells a story or evokes a specific feeling in the wearer. Following the initial stages of prototyping and carefully refining every detail, we bring each design to life with a strong emphasis on superior quality, exceptional comfort, and true originality. Our entire process is deeply rooted in a profound enthusiasm for creation, an unyielding commitment to tasteful expression, and a strong, heartfelt kinship to the very people for whom we design.
Looking ahead, what’s on the horizon for Somalicious?
The journey of Somalicious is one of growth, but growth with a purpose that remains true to our core values. We are focused on expanding our product range to offer even more avenues for self-expression, and we are incredibly excited about exploring fresh collaborations that will bring new perspectives to our designs. Of course, a key part of our vision is to connect with new audiences who align with our dedication to bold, expressive fashion and the empowerment it upholds.
But beyond just expansion, we are deeply committed to nurturing an even stronger sense of community. This means building connections both online and offline, envisioning engaging events, and consistently pushing the boundaries of our creativity while always staying grounded in our authentic roots. For us, this is just the beginning, and we are filled with anticipation for all the exciting possibilities that lie ahead.