In your opinion, what unique insights from your cultural background have equipped you for the global fashion industry?
I believe that our cultural background partially shapes our identity. It is crucial to discuss our origins, especially when we represent ourselves and our community on a global platform. It is not just about us and our work; it is about establishing a standard and paving the way for our peers and the younger generation who aspire to accomplish their goals in any industry.
You have orchestrated some truly memorable moments at Mugler. How do you go about creating a celebrity partnership that connects with a worldwide audience and maximises the impact of the brand?
At the end of the day, it all boils down to whether or not you genuinely care about and love what you do. Personally, working with pop stars feels like second nature to me since I grew up dancing and singing along to their songs. In most cases, I understand the references they bring up in our creative conversations and the kind of impact they want to make.
When we’re working on a new song, for instance, I find myself constantly listening to it on Spotify. If you can’t truly ‘feel’ the music, it becomes difficult to approach a project with the level of conviction and integrity needed to push through challenges and go the extra mile.
Although I have gotten better at not trying to ‘undersell’ myself and my point of view, the struggle is still there.
Reflecting on your journey thus far, could you share a significant challenge you have encountered and how you overcame it?
There will always be challenges. One moment, you think you have faced enough, and the next thing you know, you have 50 more, and at a much higher difficulty level. One significant challenge that I still struggle with is the lack of self-confidence. Although I have gotten better at not trying to ‘undersell’ myself and my point of view, the struggle is still there. South Asian women have been stereotyped for so long that you feel the glass ceiling is always present, even if the times have changed.
How has your educational background in Biochemistry and Biotechnology influenced your approach to the fashion industry?
Biochemistry and Biotechnology has taught me to be more observant than I am naturally inclined to be. For instance, in order for an experiment to succeed, you must establish the ideal conditions – temperature, specific media necessary for the bacteria or virus to flourish, and nurture it in a manner that yields the desired results. Sometimes this happens instantaneously, but it can also take days, months, or even years to obtain the desired outcome.
I approach fashion in a similar manner – I must be able to gauge the atmosphere and assess the needs of others in order to prepare myself and my teams to create the precise conditions where a creative project can thrive. Once everything aligns and timing is perfect, we can generate a cultural moment that will be remembered in the history books.
With your impressive track record and noteworthy accomplishments in the fashion industry, how do you plan on making a lasting impact on the global fashion scene?
I aim to bridge the cultural divide, particularly in relation to the perception of fashion in Europe and South Asia. This year, I have co-founded Avari, a firm that specialises in global creative services. Together with my long-time friend and collaborator, stylist Rhia Kapoor, we offer strategic solutions to support emerging and established businesses in the fashion and beauty industries, all while staying true to our cultural roots.