You set up your design house at a very young age. Did you always know you wanted to pursue fashion?
Yes, I always wanted to pursue fashion, even as a child. The creative side of this process came naturally to me and the long hours and level of commitment required to make these masterpieces proved to be worth it. Fashion has taught me a lot, shaping me into who I am today.
Tell us about your background in fashion design.
My aesthetic was inherent, but I refined it further through degrees in fashion from the London School of Fashion, Sota School of Arts (Singapore), TFWA World Exhibition and the ESMOD Fashion School in Paris.
You’ve represented the country at various international platforms. Walk us through your shows.
It’s been quite an exhilarating journey to becoming Pakistan’s first ever fashion brand to have received such international acclaim. I’ve had the most successful series of international shows over the past years, but I believe I raised my own bar after the presentation at Paris Fashion Week 2019.
I started this journey with my catwalk series at the most exciting runways with Jessica Minh Anh at the Hudson River in New York; now I’ve presented eight times internationally. In Spring 2015 when Jessica selected me to represent Pakistan on the 100-metre floating runway on the Hudson River in NYC, I drove inspiration from the oceans. I could clearly imagine my crystal-encrusted dresses dazzling the runway in shades of aqua. The desire to make them look elegant was my constant inspiration at the J Spring Fashion Show 2015 and it clearly reflected, with the sound of the sea breaking over the shore setting the tone for my collection.
Following this, Jessica personally contacted me appreciating me for my work and offering to participate in her upcoming show at Gemasolarin Spain. The show was staged right in the centre of Gemasolar, a futuristic solar power plant in Seville, Spain. I was honoured to have my collection sashay down this incredible runway.
Since then, I’ve showcased in London, Sydney, Paris, atop the Hoover Dam near Las Vegas and most recently in Hong Kong.
You received the Women Empowerment Inspiring Achiever’s Award in California last year. How was that like?
It was a tremendous honour to receive the prestigious award, presented by reigning Miss World, Manushi Chhillar. This event is held every year to celebrate the work of outstanding individuals from all walks of life. The recognition I recieved has increased my confidence and encouraged me to continue to work hard and make Pakistan proud.
Run us through the creative process of coming up with a collection.
Lots of elements go into coming up with a collection. Travelling for inspiration and research is the first step. Next comes finalising designs, after which we forward sketches to the technical department.
My work is heavily inspired by my surroundings. If it’s an individual I’m designing for, I want her to look effortlessly glamorous. The aim is to create fine pieces of art that never go out of style.
Who do you admire in the fashion world?
The rebellious Olivier Rousteing, who has been breaking his own mould in every sense.
How would you describe the spirit of your brand?
Syeda Amera’s signature style celebrates timeless elegance, delicate detailing and the very best craftsmanship. Known for custom couture gowns and fine apparel, the brand evokes a timeless feminine aesthetic. Offering ready-to-wear and an exclusive bespoke service, the brand is a result of my personal identity and experiences.
