FHM Pakistan
Interviews

In conversation with an international achiever Syeda Amera

”My achievements have a major role in keeping me inspired to work hard and push my
limits to accomplish my goals.”

“The most important factor that has aided me in the business is my talent and I believe that this is more important than any formal grounding.”

FHM: Why did you become a designer?
SA:
I think working in fashion was more my destiny than anything else. I never felt like I had a choice. It just seemed natural to want to translate my ideas into fashion. My love for fashion and glamour brought me into this profession.

FHM: What is fashion to you?
SA: Fashion is something that allows you to express yourself; it is a way of communicating and can help things turn around. Fashion is something that allows you to look your best and a reason you feel pride in yourself.

FHM: Tell us about a project you’ve completed that has made you the most proud?
SA: It’s every time I achieve something or do something new. I have recently been working on a lot international projects and it’s every time I receive such a phenomenal response.  I would say J Summer Fashion Show 2016 Paris has been really close to my heart. Not only was I selected to represent the whole of South Asia in J Summer Fashion Show 2016 in Paris but also won an award for the most talented young international designer. The show took place on a 100 metre-floating catwalk on the Seine River. Seine River’ giant glass boat was transformed into a 100-metre floating catwalk in Paris. The models walked as if they are walking on water while the boat cruised and architectural wonders such as the Eiffel Tower, Notre Dame, the Louvre, and the 37 iconic bridges became the natural backdrop for the unique catwalk.

FHM: What trends do you currently see in the fashion industry?
SA: Head-to-Toe floral is definitely one groundbreaking trend of Spring/Summer 2017 and Syeda Amera SS’17 collection showcased atop the American engineering masterpiece Hoover Dam was centered on this very simple concept. Trends like super bright tones and ubiquitous detailed sleeves were also highlighted in my latest collection, which proved to be very impressive.

FHM: What are your greatest strengths, and how will they help you as a Fashion Designer?
SA: The most important factor that has aided me in the business is my talent and I believe that this is more important than any formal grounding. It is your passion and talent that takes you a long way especially in creative fields like fashion designing.

FHM: Tell us about a time when a client didn’t like your work.
SA: Fortunately I have never faced any severe case of a client not liking my work. Yes there are a few ups and downs but I deal to them very professionally, which is very important and has always help me grow.

FHM: What motivates you as a Fashion Designer?
SA: My achievements have a major role in keeping me inspired to work hard and push my limits to accomplish my goals. It’s each time I challenge myself to take that one extra step. You never know what you are capable of until you try and all this enthusiasm comes from the love and affection of people around me.

FHM: Who are your favorite designers?
SA: Coco Chanel, Alexander McQueen, Elie Saab

FHM: How do you stay up to date with fashion?
SA: We might be one of the few companies who follow the international fashion forecasts so conventionally for selecting the colours, silhouettes and fabrication; and that is where the inspiration comes from.

FHM: How do you handle stress and pressure?
SA: I react to situations, rather than to stress. That way, the situation is handled and doesn’t become stressful. I actually work better under pressure and I’ve found that I enjoy working in a challenging environment as the satisfaction you get after proving yourself is of another level.

FHM: Tell us about your international achievements?
SA: My international achievements include being selected to represent the whole of South-Asia at the most iconic venues in the world to become the first ever Pakistani designer to be published in international glossies like British Vogue, Harper’s Bazaar, Glamour UK and Elle Magazines. I have received numerous awards including the “Women Empowerment Award for the most inspiring women of 2017” in New York and the award for “The most talented young international designer” in Paris. Starting with J spring fashion show 2015 which took place on the Hudson River in New York, I took inspiration from the world of sea. The show took place on the 100 metre-floating catwalk. I was so honoured to be presenting Pakistan among designers from 15 different countries across 5 continents. With the stunning backdrop of the ironic Statue of Liberty and Empire State Building my collection on the Hudson River was the most appreciated collection of the show. For many celebrities and journalists present there it was pure magic to watch my crystal-encrusted creations dazzling down the runway with the reflection of the water.

J summer fashion show 2015 took place at Gemasolar, the award winning power plant, in the eye-stabbing beautiful country of Spain. The show staged right in the center of Gemasolar, a futuristic power plant in Seville. It was a 100-metre catwalk against the cinematic backdrop of its famous central tower, surrounded by thousands of high-shine mirrors. The collection was designed keeping in mind the venue of the show. With laser-like focus in the mirror reflecting between the 2650-heliostat mirrors precisely reflecting the sun. Emphasized on sequenced formations and exotically mirror embellished dresses, the designs ranged from modern, luxurious and fairly conservative to bold on ivory, black and gold hues.

J spring fashion show 2016 took place on Costa Luminosa’s sun-deck catwalk in Sydney. With the most photographed backdrop featuring Sydney Opera House and Sydney Harbour Bridge, the sky-high sundeck of the luxurious flagship Costa Luminosa was transformed into the extraordinary catwalk. My collection inspired by the architectural wonder in the backdrop did justice to the whole scenario.

J summer fashion show 2016 took place in Paris. Siene River’s glass boat was transformed into a 100-metre floating catwalk and the models walked as if they were walking on water while the boat cruised and architectural wonders such as Eiffel Tower, Notre Dame, the Louvre and the 37 iconic bridges became the natural backdrop of the unique catwalk. My inspiration for the collection derived from the same ambition that built the Eiffel Tower, it captured the same objective and looks were created mixing the artistic movements of textures within cloth with some daring cuts of fashion. Using the intricate architectural structure of the Eiffel Tower and its decorative grillwork arches, the collection is crafted to reflect the design aesthetics of the Eiffel Tower, while keeping in mind the glitz and glamour of the Parisian lifestyle.

Last but not the least I showcased my amazingly colourful SS’17 collection “Flower Power” at the history making J summer Fashion Show 2017 atop American engineering masterpiece Hoover Dam in the USA. With the cinematic backdrop of the world’s largest man-made reservoir, Lake Mead, and the majestic Black Canyon what the widely creative designer had to offer was pure magic to experience for the international designers, celebrities and journalists present at the show. It was a combination of renewal energy and fashion like never seen before.

FHM: What would you say would be future of design? Or the next big thing?
SA: Everything has to evolve and mature with time and I believe the fashion industry has yet to offer a lot. Fashion is something that allows you to look your best & a reason you feel pride in yourself.

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