interview
Huma Yahya has been designing stylishly comfortable and playfully elegant clothes since 2012. However, she officially launched her label ‘kuli jume’ in 2018. Huma has a Masters degree in Business Administration from London Metropolitan Business University, England, but designing was something which has always been close to her heart. “I think I was hardly 12 or 13 when I first designed my own outfit,” says Huma. “After completing my education, I decided to give my creativity a boost and started off designing clothes with unparalleled design aesthetics.
We had our first designs displayed on our Facebook page in 2012,” she adds. Talking about her modus operandi, Huma explains, “My husband and I run the company from the UAE.
We have a team back home in Pakistan. My lead designer and I work together on designs. Once the sampling is done, I receive everything and either approve it or make small tweaks and we are all set for production.
We sell through our own website. We are also listed with some other renowned sites like Studio by TCS, Sanaullah Store and Daraz. We have taken part in several exhibitions in Dubai.” This week Huma Yahya shares her work experiences and beauty secrets with our readers...
You! What type of clothes you design for women?
Huma Yahya: We mainly design casual and semi formal wear. We are going to launch our western line soon.
You! Why do you think women should wear designer clothes?
HY: I think women should wear what really define them and bring their inner confidence out and that doesn’t necessarily mean wearing big brands.
You! What do you like best about designing clothes?
HY: The end product that comes out, after the exercise of imagining an outfit, fabric options, colour matching, stitch fit, the sense of satisfaction you get is amazing.
You! What was the first outfit that you designed?
HY: I must have been around 13. It was a shirt I created out of left over cloth from my mother’s outfits. I didn’t have enough pieces, so the tailor I went to, emptied his whole bag of scraps left over from other customers’ clothes. It had all sorts of colours, accessories, laces. I was thrilled! I picked up pieces of what I liked; put everything together on a piece of paper and gave it to the tailor. He made an outfit on that design. It turned out to be a stunning piece. That’s when it all started.
You! How would you define your own sense of style?
HY: The fact that I live in a super multi-cultural city; dictates a lot of what I end up wearing. It’s more of a fusion between both the eastern and the western world. Though, whatever I wear almost always has an ethnic touch to it. I am absolutely in love with the Pakistani eastern design aesthetic.
You! What is your signature embellishment and fabric choice?
HY: I love silks! The way they flow. The regality they possess. When it comes to embellishments, I prefer pearls. The subtlety they bring in a design. The innocence they reflect on an outfit is just irresistible for me.
You! Do you prefer sketching designs or actually constructing them?
HY: A blend of both I would say. My first attempt to bring the design in my thoughts to life is by creating a raw sketch. It helps me in making my team understand what I have in my mind. Almost immediately we move on to constructing the design and start bringing it to shape. When I envision a design, I don’t take it as just an outfit. Every design I create has a character.
You! What seasonal looks and colours are you expecting this season?
HY: A careful combination of everything. In today’s market, if you can construct it well, you can use almost any colour and cut you want! And that’s the beauty of it too
You! What is the one piece of clothing that you shy away from wearing and why?
HY: I don’t like to wear very revealing clothes.
You! What are the high points and low points of being a designer?
HY: Sometimes when you are tied up with other activities of running a brand, designing tends to take the back foot. Making time for designing amidst the day to day activities of running a firm can be challenging at times and that’s when I start hitting the low point. It takes energy at that point to pull myself out and back up. Though most interestingly, that very point then becomes a high point!
You! How long does it usually take for you to design an outfit?
HY: I have a notepad in my phone where I sketch what comes to mind; which means that when I actually start working on a design I use those sketches as references. So, no time lost in envisioning - maximum two odd hours from beginning till end.
You! Do you see potential for Pakistani designers to explore their brands in UAE/Dubai market?
HY: Absolutely! It’s a huge market here. It is no doubt competitive, but definitely something that can be explored. In Pakistan, you are restricted to Pakistanis only. In the UAE you have multiple nationalities who either have exactly the same trends as Pakistan like India, Bangladesh etc. or you have other nationalities who love exploring fusion outfits that can be worn differently to complement their personal style.
You! What are you currently working on?
HY: Apart from 2020 prêt designs, I am working on finalising lawn designs. We are launching our lawn line in summers.
You! What kinds of future plans do you foresee for your brand?
HY: We are in the process of registering with other online shops as well that sell Pakistani brands all over the world.
What is one cosmetic you cannot do without?
MAC Studio fix & a nude gloss.
When stepping out, do you wear make up all the time?
No, I don’t but if it is morning I always wear a sun block.
When it comes to cosmetics, which brand do you usually use?
MAC
What’s in your beauty bag?
A pressed powder, brown eye pencil and a nude coloured gloss.
Your go-to lipstick?
MAC ‘Show Me’
When applying makeup, what do you dread the most?
A liner that ends up with a different thickness on one of the eyes.
Do you go to salon regularly for your facials?
Not as regularly as I should!
Your favourite international stylist or beautician:
No favourites.
Your preferred spa or salon?
Your go-to place for hair and makeup?
Janie Liang
You: All time favourite perfumes:
C’est La Vie by Lancôme and Issey Miyake.
Your beauty regimen:
I always cleanse my face before going to bed.
Do you use anti-aging creams?
No. I drink a lot of water. It is my anti-aging mantra.
Do you believe in treatments like Botox?
To an extent. If you can reverse some of it where it looks natural, go for it!
Are you fond of using too much makeup or do you prefer a good skin with minimal amount of makeup?
Minimalistic makeup.
Where do you go for your make-up shopping?
Wherever I find a MAC outlet.
Do you use whitening creams?
Not whitening creams per se. Sun blocks. They help in avoiding discoloration.
Text: Erum Noor Muzaffar
Makeup: Abeeha Mamoon
Model: Lara Label: ‘kuli jume’
Photographer: Hussain Zaidi