Asma Aslam is a professional designer. She completed her Bachelors in Fashion Design from the prestigious PIFD, based in Lahore. Her clothes have a modern yet practical approach with novel embellishments and a scintillating colour palette. With the beautiful use of ombré colours and colour blocking, her approach towards designing has a combination of modern techniques and cultural essence.
Asma has always been interested in designing clothes. “The journey started in my A levels and later while studying in PIFD I realised my love for creating new things in fashion,” says Asma. “While studying at PIFD, I had the opportunity to participate in several fashion shows. I was able to go backstage and that’s when the charm and allure of creating something new started to fascinate me,” explains Asma. “Also, being raised by my mother and elder sister, I always had a close association with aspiring strong women, and this gave me the confidence to explore my sense of design,” she adds. Asma has a state-of-the-art studio in Lahore. Her studio houses elegant and wearable clothes for women. These days she is working on her intimate wedding collection and her first ever Eid collection which is to be launched soon. In an exclusive interview with You! Asma talks about her work and shares her beauty secrets with our readers…
You! What is your design philosophy?
Asma Aslam: My work aspires to be the perfect fusion between my cultural heritage and contemporary fashion. I like to keep a balance. My designs tell a story about a woman who is never afraid to dream.
You! What do you love most about your work?
AA: I always wanted to do something which was unique and had a contemporary approach and my work allows me to explore that. I love dressing up women. The smiles and excitement of women wearing my label is something that always drives me to do better and better.
You! What is your signature style?
AA: The use of mix medium materials and fragile embellishments with the finest detailing. I love bling. I believe that all my designs have a unique shine to them.
You! What are the latest trends for spring 2022?
AA: Exaggerated and oversized silhouettes are going to be in coupled with hues of lime yellow, pink and blues. Flared pants and pastel hues will dominate this season.
You! What are your favourite fabrics to work with and why?
AA: I love sheer fabrics! Organzas, silk and net are always my favourite when it comes to the combination of fabrics. My love for ombré and colour blocking works best in sheer fabrics.
You! What are the difficulties faced by designers in getting their work done?
AA: The Covid-19 pandemic has made life difficult for people in different professions. Designers in particular have been suffering due to restrictions on events and social gatherings which make it difficult for newer entrants to make a name for themselves.
You! How do you prepare for a fashion show?
AA: I start with the illustrations. The theme is finalised with the colour pallet, embellishments, silhouette and fabrics. Every design is implemented with the utmost attention to details. Every design goes into sampling first and then straight to production.
You! Do you prefer sketching design or actually constructing them?
AA: I love sketching before any design and after much though, it goes into construction. I believe every design has its own story and requires attention to detail.
You! Do you think there is potential for new designers in our fashion industry?
AA: Yes, I believe if you have your own distinctive style towards fashion then you can stay in the industry for a long time. After the pandemic many small-scale businesses are coming forward and doing well. Young fashion designers can now make up their own name due to increase in social media and online shopping.
You! What type of look you suggest for brides-to-be in summer 2022?
AA: Intimate weddings are going to stay in trend for this year and I believe every bride should reflect their style in fairytale weddings while leaving the thought of pandemic aside.
You! Do you think ordering clothes via online in a good idea?
AA: Yes, ordering via online has opened the doors up to a bigger fashion market. The reach of Pakistani fashion is now growing global which will help our economy in future.
You! How do you handle clients who are confused with what to wear?
AA: I have many clients who get confused with what to wear. I treat them with more attention and I show the colours and cuts that will suit them.
You! Who are your favourite international designers?
AA: Michael Cinco, Zuhair Murad, Manish Malhotra and Marchesa.
You! Who is your biggest inspiration among local designers?
AA: Khadija Shah and Ali Zeeshan.
You! Do you think Instagram is a good tool to popularise your work?
AA: Yes, it has become the most effective tool for business and it is the best opportunity for the designers from a small country to promote their work globally.
You! What are your future endeavours and plans?
AA: I am definitely hoping to see good future for my brand in 2022. I hope the effects of the pandemic dwindle away and that business and life go back to normal. We are planning to expand more lines with our distinctive nature of work.
What is one cosmetic you cannot do without?
Lipstick is my ultimate favourite.
When stepping out, do you wear makeup all time?
No, occasionally. I like to let my skin breathe.
When it comes to cosmetics, which brands do you usually use?
M.A.C., Nars and Huda Beauty.
What’s in your beauty bag?
Lipstick, highlighter and blush on.
Your go to lipstick?
‘Please Me’ by M.A.C.
When applying makeup, what do you dread the most?
Applying blush on!
Your favourite local stylist or beautician:
Your favourite international stylist or beautician:
Huda Kattan, founder of Huda Beauty.
Your preferred spa and salon:
Nirvana (Lahore) and Fairmont (Abu Dhabi).
Your go to place for hair and makeup?
Nirvana (salon) is my all time favourite.
‘Bombshell’ by Victoria Secret.
Your beauty regimen:
I drink warm water first thing in the morning and wash my face with clean cold water.
Do you use anti-ageing creams?
No, I like to age gracefully.
Do you believe in cosmetic treatments like Botox?
No. Well, everyone has different choices.
Are you fond of using too much makeup or prefer a good skin with minimal amount of makeup?
I prefer minimal makeup with natural look that you can carry all day.
Where do you go usually for makeup shopping?
Do you use whitening creams?
No, I believe everyone should love their colour and be comfortable in their own skin.
How old you were when you became obsessed with makeup?
In my late teens!
What is beauty to you?
I believe every person is beautiful in their own way.