Ayesha you have been in the limelight with your outfits capturing a lot of attention recently, tell us a bit about yourself?

Alhamdulilah and Thankyou! I’m extremely grateful for the response my work has received in just a short while. My approach to ASM is similar to my personal life. I believe in honesty, hardwork and prayers! I make a continuous effort to be original and unpretentious.

With a wonderful team who supported my philosophy,  I have reached where I am today.

How did you end up becoming a fashion designer? What kind of training or education do fashion designers need?

Since a young age I was inspired by my mother’s aesthetics. Her attention to detail was so refined that as a child I remember her getting my khussas made from the same fabric as my dress for Eid!

I would say I explored fashion through experimenting and studying different fashion trends, combined with my personal choice to find a path for myself. Although professional training is very beneficial, finding your own unique style should be every young designer’s goal.

What’s the difference between a couturier and a ready-to-wear designer?

Unlike couture clothing which is customised and made for a specific client, ready-to-wear are clothes you can buy straight off the rack. Couture is handcrafted and designer to fit the needs and requirements of a client to her personal taste, ready to wear is designed for the likes of the majority according to the latest trends. At ASM both couture and ready to wear lines include fine fabrics and  fashionable cuts.

Who are some famous fashion designers you admire?

Oscar de la Renta, Alexander Mcqueen and Coco Channel are my favourites. Coco Channel being no 1 for being a great influencer of her time. For 60 years, Chanel epitomised her signature style simply by wearing her creations. I second her philosophy that “luxury must be comfortable, otherwise it is not luxury,”. Chanel’s designs stressed simplicity and comfort and revolutionised the fashion industry.

What is your design philosophy?

My design philosophy is to create unique, aspirational work that alludes to sensuality and youthful sophistication. Exquisite details, intricate draping, and a nonchalant sense of style characterize the dresses at ASM. I believe in top notch quality, attention to detail and catering to each individuals personal style and requirement.

Tell us about your experience working with some of the prominent celebrities of Pakistan.

Recently we shot a campaign with Mahira Khan, who exceeds her reputation of being extremely humble and professional. It was an utter pleasure to work together and the results were absolutely stunning!

What would you say is the most challenging part of being a fashion designer?

Personally, I have a flare for understanding someone’s mind even if they are unable to fully express themselves.  This makes my job as a couturier easier for me. My workforce and I are so gelled together, that united we work to produce a garment that is an absolute portrayal of a client’s dream dress.

What are your favourite fashion trends?

My personal favourite this season is sheer fabric with geometrical hand embellishments, showing a fusion of delicacy and modernism. Cut-outs and asymmetrical hemlines on skirts are also a hit trend i’m loving.

What is your recent collection all about?

My recent collection featuring Mahira Khan and Sadaf Kanwal has been inspired by subtle colors, delicate handcrafted attires focusing on elongating the  silhouettes, delicate rain like embellishments that sparkle and make you feel elegant and confident.

Where do you find inspiration for your designs?

My inspiration can come from a variety of sources including nature, art, music, everyday objects, and even my city of Lahore. It’s important to keep an open mind and to look for inspiration in unexpected places. Sometimes a relationship or even an emotion can inspire one to design a whole collection. I believe designing is a way expression, just like painting or singing.

Any advice for the upcoming brides and bridesmaids

As important as it is to look beautiful , it’s even more important to feel beautiful.Love yourself, be confident and have a blast!  Everything will fall in place In sha Allah!

Good Times


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