Shazia tell us about your label, Ivy couture and its design philosophy.
Ivy Couture is committed to celebrating craftsmanship and preserving a rich heritage, consistently honoring traditional handwork and couture techniques. Our designs, while richly embellished and historically grounded, also incorporate influences from the diverse cultures we have explored during our travels.
From a design perspective, our creations feature easy-to-wear yet distinctive cuts in a sophisticated palette, incorporating elements like resham, pearls, nakshi, korra, gotta, Swarovski thread work, and dabka. Renowned for our focus on luxury and impeccable craftsmanship, our design philosophy seamlessly blends classic and contemporary elements, with opulence remaining a hallmark of our signature designs.
Can you tell us about your new collection, “Scheherazade,” and why it holds a special place in your heart?
“Scheherazade” is particularly meaningful to me as it is named in honor of my granddaughter. This collection celebrates vibrant colors, weaving them into a tapestry that combines timeless beauty with modern sophistication. Each piece captures the essence of tradition reimagined for the contemporary bride, bringing a touch of magic to every design.
How do you ensure that your designs resonate with the modern woman while honoring traditional craftsmanship?
My designs feature luxurious, handwoven fabrics beautifully paired with intricate, timeless motifs, capturing both our cultural heritage and the pivotal moment when a young girl’s dream transforms into a lasting legacy of beauty. I believe today’s women are more aware of global fashion trends and have a keen sense of style. With that in mind, I feel a strong responsibility to apply my expertise and knowledge to their fullest potential.
What excites you the most about designing clothes?
For me, it’s the entire experience. Every stage of the design process is both challenging and fascinating—from brainstorming new styles and sketching them out, to selecting the perfect colors, matching materials, and bringing it all together. The real reward is seeing the final creation come to life.
Each piece I create is one-of-a-kind, and I constantly evolve and explore new techniques to ensure my work reflects my vision exactly as I imagine it.
How do you stay true to your roots while experimenting with new ideas in your designs?
My heritage is deeply important to me, even when I blend it with other cultural influences to create avant-garde designs. I never lose my authentic voice in the process and continue to learn and grow every day.
Given the impact of inflation on everyone, how do you intend to keep your new bridal collection affordable for the general public?
We plan to address this by adjusting our profit margins and designing timeless pieces from high-quality fabrics that offer durability and can be enjoyed for many years.
How do you incorporate cultural elements into your designs while maintaining a modern aesthetic?
Our studio beautifully merges Eastern and Western influences, creating designs that are both stylish and wearable. I believe that every woman deserves to celebrate her body with elegance, style, and grace. My approach combines modern practicality with unique embellishments and a captivating color palette.
Any advice for the upcoming brides and aspiring fashion designers?
For all the upcoming brides and aspiring designers, my advice is to remain true to yourself and not feel pressured to follow every trend just because it’s popular.
