SONIA MUSA SHARES THE STORY OF THE INCEPTION OF HER FASHION BRAND, SONIA MUSA DHAKA, AND THE DEDICATION THAT GOES BEHIND EACH OF HER HANDCRAFTED ARTISTRY.
Designer and Founder
Sonia Musa Dhaka
Tell us a little about how your brand, Sonia Musa Dhaka came to be?
I’m a business graduate from Heriot-Watt University from the UK and a law student. I am also a wife and proud mother of three. Although I studied law and business, fashion was always something I wanted to pursue. From an early age, I aspired to be involved in the fashion world. I used to design clothes for my nieces, in-laws and many other family members on various occasions, be it Pohela Boishak, or Eid.
I started my brand in 2018 and the support from family and friends has been very encouraging. Initially, I participated in local exhibitions, via which I have accumulated a wonderful set of private clients. It helped my brand grow gradually. In March of 2021, I launched my first flagship boutique in Banani DOHS, Dhaka. To me, handcrafted artistry is the heart and soul for any ensemble I create for my brand. All the designs you see at Sonia Musa Dhaka are true labours of love, crafted with intricate artisanal techniques.
TO ME, HANDCRAFTED ARTISTRY IS THE HEART AND SOUL FOR ANY ENSEMBLE I CREATE FOR MY BRAND. ALL THE DESIGNS YOU SEE AT SONIA MUSA DHAKA ARE TRUE LABOURS OF LOVE, CRAFTED WITH INTRICATE ARTISANAL TECHNIQUES
You speak a lot about the fusion of heritage, culture and modernism in your designs. Where does that inspiration stem from? What sets Sonia Musa apart from the rest?
I take inspiration from my clients, the latest fashion trends and from traditional art and culture. The most unique thing about fashion is to realise that inspiration can come from anywhere. Keeping that in mind, the care and attention to detail in every design created is what sets Sonia Musa Dhaka apart in this very niche category.
All of our designs are done by hand in our private atelier. The brand’s style has always been to find a unique twist in traditional wear. We do a lot of zardozi work, and different kinds of embroidery, applying a variety of methods to the most exquisite fabrics available. Each season is about brainstorming new and different techniques and how we can implement them.
The name behind the collection, Afsoon embodies charm, spell, and bewitchment. How do you choose a name that best describes a collection?
We choose names based solely on what the collection represents. Eid, for example, is all about festivities, so we try to choose a name that describes happiness, being together with friends and family, and celebration. When we are doing a wedding wear collection, for instance, we have the name Maharani (queen) engraved in our private section where we host our most exclusive designs. We want our customers to envision themselves as royalty while wearing Sonia Musa.
What’s next for Sonia Musa?
My brand is still very young and there is a lot of room for us to grow and do more. It would be an honour to be able to represent Bangladesh internationally. Although we are based in Dhaka at the moment, our clientele comes from all over the world. We have clients placing orders from the UK, UAE and the US. Once the world goes back to normal, it would be amazing to have the opportunity to represent Bangladesh and our work in international shows and exhibitions.
Recently, we participated in the Together (E)- International Virtual Fashion Summit hosted by the Indonesian government. Our brand was featured alongside 100 reputable brands from 17 countries. So opportunities like these have been a great experience to grow the brand name internationally.
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