Syeda Amera with model/entrepreneur Jessica Minh Anh at the J Summer 2015 Fashion Show
held at Gemasolar, Seville Spain.
Instep chats with the budding designer about international shows, local representation and stepping into lawn with a bang.
Syeda Amera is an enigma in the world of local fashion. She is reclusive, rarely seen at industry events or platforms and doesn’t seem to have a massive loyal clientele, yet Amera has made her mark where it counts. She regularly shows abroad and can count Yew York and most recently Australia as some of the locations where her clothes have sashayed down the runway. A social media search shows several mentions of her work in Vogue UK but speculation is rife and a sceptical audience wonders why Amera is more popular and visible abroad than in her home state. Instep catches up with the designer for some clarity and answers.
“My design aesthetic is glamorous, feminine and luxurious. I believe in creating something out of the box for my clients, which gives them a distinct and individual appeal. My ideal muse is a confident and glamorous woman. It can be anyone, not necessarily famous or from the industry,” Amera states, explaining her design ethos and the quintessential Syeda Amera woman.
Models wearing Syeda Amera couture sashay down the Costa Luminosa cruise ship in Australia, as part of the J Spring 2016 Fashion Show.
When asked about her lack of presence at local fashion platforms, including fashion weeks and reams of representation abroad in contrast, Amera responds: “I think I have been lucky that it was the international media who approached me first. Later on I started getting offers from many reputable local platforms in Pakistan, including the PFDC. It was only last year that I showcased at the PFDC Sunsilk Fashion Week, which I think is Pakistan’s most reputable platform. This year again we were invited by PFDC but unfortunately the dates were clashing with J Spring Fashion Show 2016 in Sydney where I was invited to represent the whole of South Asia, which was a huge honour for me and I think Pakistan as a whole.”
She further elaborates, “As you know all the international shows do their pre-booking at least six months before the show and we are booked for each season, but I’d still like to show more locally, like last year.”
From fashion weeks we move on to retail and Amera divulges that she has had a store in Karachi since she was a teenager and has been faster at establishing a business than some of the more reputable designers. “I have my flagship store and studio in Karachi and I’m stocking at many different multi-brand stores locally and internationally. We are available in Lahore at PFDC and Labels, Islamabad and Faisalabad. Our international presence can be felt at multi-brand stores in UK, UAE and USA. Recently we have launched our e-store as well.
Of course, a lot of things are in the pipeline. We will be opening stores in Lahore and Karachi in the coming year as well,” she states.
Despite having been in the business for as long as Amera claims, there is very little awareness regarding her brand beyond Karachi. There’s also the matter of the lack of visibility on the red carpet; there isn’t a single notable celebrity who’s garnered acclaim in a Syeda Amera outfit. When asked, Amera answers, “My clients include celebrities like Humaima Malick and Mehwish Hayat. I do not think my outfits are rarely seen in different cities; recently my designs were worn on the red-carpet of PFDC which took place in Lahore. Apart from celebrities, we even designed for Shazia (Syed), CEO Unilever, for PFDC.”
Elaborating on future plans for her brand Amera states, “A lot of things are in the pipeline. We are already into luxury prêt and I feel everyone is branching into ready to wear and prêt as it is. As far as lawn is concerned, whenever I will step into it, it will be with a big bang and everyone will come to know about it.”
