New designers on the block Rusana Rahman and Nasima Ahmed, both from London, talk to Harmeet Virdi about their women?s fashion label Parisa and spill all their fashion tips and secret
BY HARMEET VIRDI | MAR 23, 2007
Q. How did you both join to become Parisa?
A. We met at a charity concert last year but started talking about fashion afterwards. We quickly came to realize we both shared a passion for fashion, had similar dreams and so it made perfect sense to get together and start our own label.
Q. Did you complete fashion school?
A. No, we don't have any formal fashion training, just an intense passion for it that is driving us to reach our goal.
Q. How did you get into the industry?
Rusana: Asian bridal catwalks and I styled for a few Asian fashion shoots.
Nasima: I have been designing and making on and off since I was 16 but my passion grew over the years. I started working on commissioned work for artists and designing through word of mouth then we found each other.
Q. Did you always know you wanted to design clothes?
A. Yes, we have always wanted our own label.
Q. Do you have individual styles that cater to your fashion range? Or do you have the same style when designing styles?
A. We definitely have different styles and tastes which is what makes this a great partnership because we find a middle ground where we believe our designs would appeal to those who love the urban look and those who like something more high fashion.
Q. What clientele do you cater for?
A. Our target market is the working professional who enjoys fashion and has fun with it.
Q. Have you considered designing for films?
A. We?ve not been approached YET for films; but if we were or if we saw an opportunity then of course we would if it suited all parties.
Q. What are your memories of your first shoot?
A. The first shoot that included our designs was in St Tropez of the summer 2008 and featured in Asian Woman magazine. We have so many memories, great location, great team, great designs and a lot of jokes. We enjoyed as everyone worked hard to get the perfect picture. The overwhelming response we got when our pictures went live proved that hard work and dedication always pays off in the end.
Q. What has been your favorite shoot so far?
A. Without a doubt, the shoot for Xeher. It was 100% all about Parisa and the shoot reflects everything that Parisa claims to be. Fun, bold and colourful outfits against urban backdrops. The location was perfect. The team really gelled well too. Rashmi Gill is a very talented photographer and I?m looking forward to seeing more great work from her. Zukreat Majeed was the Make up Artist on the shoot and she really is an artist. She did an amazing job. Elena Fernandes, the gorgeous model is such a professional, she rocked!
Q. Who are your favorite models that you've worked with?
A. We don?t have a favourite. Every model we?ve worked with has been great.
Q. What are your personal styles like?
Rusana: It really depends on my mood. It can range from bohemian to chic and polished.
Nasima: Me too, it really depends on how I feel. It can either range from funky fresh to comfortable cool.
Q. If you weren't designing, what would you like to be doing?
A. Something creative!
Q. What are some of the perks of being a designer?
A. Meeting great people, travelling to different places.
Q. What does the Parisa schedule look like?
A. Busy!
Q. Where do you produce your clothes?
A. Currently from home but we are working on a collection.
Q. Who would you love to dress?
A. We?re not saying. We?re going to do it and then tell you we?ve dressed them.
Q. What in a designer, a collection, a shoot makes you enthusiastic, motivates you and inspires you?
A. In a designer ? something different about their designs. It can be anything even if it?s a small detail in an outfit that makes you want to buy it. On a shoot, it?s really important to work with people who are passionate about what they are doing and have lots of energy and will work on a shot till its right. For us, it?s not always about working with well known names, but with talented people who are artists in their own right.
Q. What are your overriding inspirations?
A. We would love to see people wearing our designs, we would love to see people enjoy what we enjoy making.
Q. What is your design philosophy?
A. Currently we are just making stuff we like and think people will enjoy wearing; as we progress our designs will progress. At the moment, we?re designing to showcase our talent and diversity in styles.
Q. What is your go-to outfit for a night out or a special evening?
A. Have nice accessories to go with your outfit.
Q. Worst dressed person?
A. They?re just quirky!
Q. Best dressed person?
A. Everyone looks good and not so good at some point.
Q. Your style icon?
A. We don?t have one.
Your favourite designers?
Rusana: Alexander McQueen and Vivienne Westwood are very bold. Elie Saab and Valentino for elegance.
Nasima: There are too many to name for me.
Your outfit essentials?
A. Skinny jeans ? a must have staple.
Q. Any fashion tips for this season?
A. Have fun with fashion and experiment with colour. Summer is a great time to stay away from staple and safe black.
Q. What?s next for Parisa?
A. Getting our outfits in various boutiques we have our eyes on.
