Umaima Mustafa: A budding fashion genius

Daughter of designer Farnaz Mustafa, stylish Umaima exudes a passion and flair for fashion. She holds Bachelor’s degrees in Political Science and Law, but this didn’t stop her from pursuing her innate penchant for fashion design. Although she practiced law for some time, she soon hit a brick wall with it. “I was frustrated with the profession,” she tells us. She decided to take a step back and think about what she really wanted to do. It was then that she realised she wanted to explore the world of fashion, because to her, “it doesn’t feel like work, it comes from within.”

Umaima started designing her own clothes as a hobby in 2007, which were well-received by her family and friends. “It’s [fashion designing] in my blood. My dad was in the textile industry and my mum has been designing for nearly seven years,” she says. She now has on display her fusion prêt and exclusive couture collections, which epitomise her unique and classy sense of style.

Umaima, who showcased her debut collection at the Trade Development Authority of Pakistan (TDAP) Expo Fashion Show 2013, shares that although she received mixed reviews, she thoroughly enjoyed the experience.

Her store is designed by Tania Jatoi and furnished by Umaima’s good friend and interior designer Zainab Hashmi. “The store’s interior is eclectic and fresh,” says Hashmi. What catches one’s attention is an antique cupboard with inlay work placed in one corner of the shop. “I gave it to her [Hashmi] and she changed the face of it,” shares Umaima.

The collection comprises fabrics that drape well, such as chiffon, georgette and crepe, which she has embellished with chains, belts, studs and beads. With a colour palette that primarily includes hues of white, black, beige, grey, turquoise and navy blue along with floral designs, the collection is better suited for those who prefer solid, monochromatic colours as opposed to citrusy hues. However, Umaima explains that her line is winter appropriate, “I love colours, but I wanted my collection to be warm and have earthy tones.”

Her prêt collection includes pieces that she would personally like to wear every day. The introductory price range of her prêt collection is Rs3,500 to Rs30,000. As for her couture collection, Umaima shares that it comprises the first 12 pieces that she made as a designer. Although she intends to price these pieces depending on what kind of work a client wants, their estimated price range is Rs45,000 to Rs100,000.

Catering to a wide audience, Umaima’s clothing line is appropriate for anyone between the ages of 16 and 45. “I want everyone to be able to afford my clothes… I want people to pick them [the pieces] and not think twice if they like something,” she says.

With her mother being a part of the fashion fraternity, the spotlight has been on Umaima to see if her talent is tantamount to Farnaz’s. Though the two ladies presented different designs at TDAP 2013, they used similar colour hues (mostly white, beige and bronze) in their respective collections. “She’s my mother, after all,” Umaima comments on this similarity. However, she says that in terms of styles of work, there is no room for comparison between her and her mother because unlike Umaima, Farnaz “mostly does bridal couture and only has a small, exclusive line of prêt.” Concurring with her daughter, Farnaz says, “My collection is mainly traditional and hers is modern.” Describing her daughter’s collection as “elegant,” Farnaz expresses that Umaima has done her proud.

For the young designer, quality takes precedence over all things else. “I don’t want to go big right away. I want to build my clientele and be known for my cuts, clothes and designs,” says Umaima.

So, how is the collection unique? Umaima states that she doesn’t mass produce and to ensure exclusivity, there are only five pieces of each design and those too, in different colours. “Each season, I’ll be introducing 20 to 30 designs,” she says. Umaima’s next collection will be out in summer 2014.

Get to know Umaima Mustafa through our quick-fire questions round:

Date of birth: May 26, 1984

Relationship status: Single

Inspiration: Anything and everything

Western or eastern wear: Fusion, but mostly Western

Favourite colour: Tea pink

Favourite brands: Balmain, Elie Saab, Zuhair Murad and Valentino

Favourite model: Cybil Chaudhry

Favourite pastime: Shopping in vintage stores and television show marathons with junk food

Style of work: Chaotic

Collection in 3 words: Very me, classic and timeless

Strengths: Loyal, blunt, determined, motivated and creative

Weaknesses: Short-tempered and sometimes, moody

Published in The Express Tribune, December 20^th, 2013.

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