Syeda Amera is fresh faced with the collected demeanor of a genuinely cool person. Upon meeting her, I notice there’s nothing gushy, no flowery welcomes or flourishes. She has the calm confidence of a talented person who knows that her work speaks for itself. Having received rave reviews and tons of international press, Amera made it back home to chat with us about the floating catwalk on the Hudson River in NYC where she showcased her latest collection.
How did you get started with your work?
I started my work in 2008. It was a sudden decision taken based on the support and encouragement I received from family and my friends in the media. They all kept telling me how great my own outfits looked (which I used to design myself) and that I should take up fashion designing professionally. Gradually, I started getting offers from mall owners and retail spaces to open up my own store. It was just so spectacular for me, I was so young at the time, just 16 and still doing my O Levels! Initially, my success was just God-gifted and it was only later that I polished my skills and took courses in fashion from France and Singapore. After that I never looked back.
Are you more interested in bridals or prêt?
Technically I do luxury prêt, but I would say that my work is not exactly prêt — that’s heavily dictated by market concerns. I also do heavy couture dresses which are totally western and contemporary in their styles and cuts. I don’t do desi bridals which are typically for shaadis and nikkahs. I do make outfits for engagements and valimas for the adventurous fashion-forward bride. Basically I only really take on projects where I don’t feel artistically restrained.
I make outfits for engagements and nikkahs for the adventurous fashion-forward bride
Tell us about your production and design processes?
We all take inspiration from things. In the case of the recent fashion show in NYC, I took inspiration from the sea. We used colors like sea greens, aqua and all shades of blues. For the embellishments, we used pearls and crystals and created transparent flowy looks. Our inspirations keep varying so it depends on what we want to showcase and of course on the season and current trends.
For production, we start off with a sketch. We then get together all the materials, cloth, embellishments, etc. that we shortlist to go with the desired look in the sketch and then proceed to make a 5 to 10″ sample. We then get into pattern cutting, superimpose the sample onto the pattern and then follow several processes of trial and error to end up with the perfect piece.
What’s it like designing for the ramp and entering the real fashion market?
The clothes I’m making nowadays are all mostly red carpet style gowns and cocktail dresses but still very wearable. And everyone who’s walking the red carpet nowadays is constantly trying something different. I also personally believe that increasingly the gap between reality and ramp will become negligible.
Tell us about your most recent show at the floating catwalk on Hudson River?
It was such a great experience, a dream come true. The cream of the fashion world from all across the globe saw my collection being walked down the ramp. There were reporters and fashion writers and bloggers from every notable fashion magazine. We were featured in Tattler, Vogue and Glamour. Not only was all this exposure such a treat but getting to see so many other very talented designers’ works on the ramp was incredible.
Increasingly the gap between reality and ramp will become negligible
This collection is said to have been inspired by the sea. Can you tell us how you worked it?
The color forecasting for 2015 was all muted and particularly lots of blues and aqua and sea greens. And since our inspiration was the sea, it teamed up perfectly for us. The pearls were something that just fit and crystals and sparkle will never be out of fashion!
What materials/techniques do you like to use in your work?
I mostly use net — net that’s been mixed with some organza works perfectly for a beautiful, ethereal feminine look. And when you work with transparencies, net works so well since most other translucent materials such as chiffons don’t hold up work and embellishments as well. This fabric has a wonderful delicateness and yet a structure of its own. For my next collection, I’m planning to work with organza.
If you were to characterize yourself within the industry, do you have a particular identity?
Everyone tells me always that I have a really international kind of look. Mostly everyone in Pakistan is doing very traditional looking work with lots of kaam, etc. You could say that my work is feminine yet cutting edge as far as fashion is concerned.
Where is your client base located?
We currently stock in three different locations: Dubai, Chicago and London. Our buyers there mostly buy in bulk and then resell to their clients and I don’t know who they are! Since we are from here, we try to maintain a strong client base in Pakistan too.
Saba Ahmed talks to Fahad Mustafa – Beloved Host, Actor, Rising Film Star
We see a lot less of you on TV in drama serials. Why is that?
Over the past two years, things have changed when it comes to drama serials. Serials have become less of a priority and films are slowly taking over. There has been a progressive change overall in our industry. I have greatly reduced the number of serials I am doing and have started doing more shows instead. I figured, for me, since I actually enjoy acting, it would be better to do fewer serials so as to keep enjoying acting in them. I saw a transition period where I went towards shows and also had more time to focus on films. I got this film called Mah-e-Meer which will be released in the next month or two. This is a film written by Sarmad Sehbai and I’m playing Meer, in fact I play two very interesting characters. Iman Ali and Sanam Saeed are co-starring with me. I’m currently working on one film and waiting for the release of Mah-e-Meer. It’s already been selected for the Toronto Film Festival just from people having watched the promos.
Tell us about Big Bang Entertainment, your very own production house
Producing a serial is a lot of money. Acting in serials is something I don’t enjoy anymore, but since I’m running my own company and I have a sellable name as an actor, I do a few to sustain my business. Last year we produced over 20 odd serials including Koi Nahin Apna, Arranged Marriage, Mera Hamrahi, Tootay Huay Taaray and we’re currently working on Aashiq Hussain featuring Faisal Qureshi. Producing these serials was the first step for us towards films because television is the only well-functioning, thriving entertainment industry we have. I now have plans to produce my own film also called Band Kab Bajay Ga which will start production around end August this year and will hopefully be released end of this year.
“Something funny that happens is when girls come up on stage and whisper to me that they want to hug meâ€
You are now more inclined to act in and produce films? Why?
Film is a larger medium where you can focus more, it’s less time and fewer scenes than television and you can develop characters far better than in television. 500+ scenes in a serial, and 60, 65 scenes in a film, which do you think would be done better, where would you be able to focus more on, say, art direction and character development? For most actors, drama serials are where they began and that’s what has shaped their identities. Like I said, the drama industry is the only industry that we have, the film industry has only just started and everything is based on wishful thinking. Let’s hope and pray that it will grow and prosper but it still has a long way to go. Somebody like me who’s doing and has done so much can maybe afford to do films now but someone who’s just started out can’t afford to take such a big risk and opt to do films only.
Has your star status changed since Jeeto Pakistan? And how?
I’m hosting the number-one show in the country called Jeeto Pakistan. I’m enjoying it very much, it’s a different kind of stardom that I’ve seen through this show. Whether it’s a rikshaw waala or a rairdy waala, someone from the elite class or from the corporate sector, everybody knows me now. Before, it used to be just the people who were following dramas. Now all of a sudden, I’ve become a public figure and that’s a really different sort of experience for me and I’m really enjoying that.
“While films about the war on terror are important, people in Pakistan also want to laughâ€
Tell us about your experience hosting such a widely viewed morning show as Jeeto Pakistan
When I started hosting the show, everybody asked me why I had agreed to do this show and why a morning show? Now, every child in Pakistan is watching it. And honestly, I just go up there and have fun, I don’t even host, I just go and have a few laughs, make a few jokes, I get two hours of relaxed fun time in the morning. And I think people see that and enjoy the show for that reason. I think it’s because I don’t pretend to be what I’m not, I just go on the show and be myself. You can’t pretend on television for a very long time, especially if you’re hosting.
Any funny occurrences on the stage of Jeeto Pakistan?
Something funny that happens to me on the show is that when girls come up on stage, they whisper to me that they want to hug me. Unfortunately on our television screens, this is considered rather odd, a girl giving a boy a hug. But I think that perhaps I’m the only exceptional case that I oblige the audience members by hugging them and the viewership at large does not take offence to it either. The producers have also chided me at times and told me not to hug these girls on stage but, come on, it’s not like that. When people appreciate you as a television personality, they just want to touch you, and I think there’s nothing wrong with that. Sometimes, I oblige just to tick off the people at the channel!
“You can’t pretend on television for a very long time, especially if you’re hostingâ€
Tell us about Na Maloom Afraad and the rise of the entertainer film.
We’ve made an entertainer film which is new for our recent wave of Pakistani cinema. We were stuck in the rut of making films about war and mujahedeen so it’s heartening to hear that, currently, in production, are 30 odd entertainer films. While films about the war on terror are important, people in Pakistan also want to laugh. I say show them something they are used to and can relate to, not just jihadists and war. My own film that will be coming out later this year will be a romantic comedy. Whether or not it does well at the box office is a separate concern. I think it’s great to take the initiative to entertain people rather than making people sadder about their circumstances. I’m an optimist and I believe that the conditions in our country will get better and we will be the ones who will make that happen.
Was it as much fun to film as it was to watch?
Filming Na Maloom Afraad was a blast. Each day was so much fun with so much happening. My director had specifically instructed me not to work out as he wanted me playing this average Joe complete with a saggy body. And to top it off, most of the time, on screen and on set, I was not wearing a shirt, a towel mostly. And in the winter too! And when you’re showering and the whole crew is watching you, it’s too much! I just got used to it after a while. There was a scene in which my towel falls off which was immensely difficult to shoot, lots of boo boos there! I think the actors’ chemistry and positive energy on set shone through. No one was bored.
Photography | AB Lakhani
Noor Fatima Sultan Khan talks to Farida Khanum about her favourite place to relax
As I entered the TV lounge I saw Farida ji wearing a turquoise linen shalwar kameez. She had draped a beige shawl around her shoulders. The persistent glimmer in her eyes, her rosy complexion, as well as the poise and grace that sends hearts reeling, was accompanied by an extremely warm greeting. As I drew my diary out of my bag she looked at me with affection and prayed: May you get success. I stood up and kissed her forehead. Farida ji is one of those who makes everyone around her feel happy, no matter the difference in age or background.
Noor Khan: Farida ji, you have so many windows in your house. But every time I’ve seen you in your home, I’ve seen you sitting here. Is there something special about this window?
A five-second pause after which Farida ji intones Munir Niazi’s ghazal: Chaman main rang-e-bahar utra tau mainay daikha, nazar se dil ka ghubaar utra tau mainay dekha
Farida Khanum: Every crack of dawn when I wake up, I come and sit here. Outside this window is the tree that my mother sowed with her own hands. Once I told her to axe it and she said, “Farida, don’t ever chop this tree!” This tree is 48years old. It was my mother’s beloved mango tree. Every time I sit here, I feel close to my mother because all the flowers and plants in my garden were planted by her. Every time I eat mangoes off this tree, I miss her. In the early days, when she would cook a meal, I would stand beside her and learn how to cook. She’d often say: “Farida, first stir fry onions till they are golden and add the masala in the end only, otherwise it will burn.” This window and the sight outside this window is a mirror image of my mother’s memories.
“Often I observe a squirrel on my mango tree. I laugh when I see how the squirrel dodges the cat and runs up the tree with foodâ€
NK: You’ve talked about flowers in your garden, which flowers are you fond of?
FK: Rose and nargis. I love heavily-scented flowers. We have raat ki rani outside this window. In my childhood, I used to like its smell and used to inquire which flower or plant it was. I was told, “Aye jee raat di rani aye.” Since then I have it planted. I get upset if any plant of mine gets scorched. I have always wanted to have a garden in my house where I could plant flowers myself. I’m very grateful to Allah that He has blessed me. I find nature and nature’s blessings in flowers.
NK: People go and things remain. You must value this tree a lot.
FK: I deeply value this tree and all those things that are related to my mother. May Allah bless her with Jannat ul Firdous. Ameen.
“Outside this window is the tree that my mother sowed with her own hands. Once I told her to axe it and she said, ‘Farida, don’t ever
chop this tree!’â€
NK: Which recollections jog your memory when you sit here?
FK: I miss my mother and my sister when I sit down here. When I relax here, I think about them. My sister had great qualities. She found for me Ustaad Ashiq Ali Khan sahib and made me take riyaaz from him. She used to compliment me for having a melodious voice. I remember my childhood riyaaz with Ustaad Ashiq Ali Khan sahib when I look out the window, I remember how during the practice I used to play with the matchstick box. Sometimes I played with my dupatta and when Ustaad sahib used to tell me off I’d put my dupatta under his shoe!
NK: Why does this window, particularly, draw your attention?
FK: This window and the sight outside this window relaxes me, it brings me near to nature. Often I observe a squirrel on my mango tree. I laugh when I see how the squirrel dodges the cat and runs up the tree with food. I like watching the squirrel. In early days, I used to hope to have a garden with flowers of different sorts, I’d think of planting such and such flowers. And now, when I look out my window and see my garden, I feel very joyful.
“I remember how during practice I used to play with the matchstick box. Sometimes I played with my dupatta and when Ustaad sahib used to tell me off I’d put my dupatta under his shoe!â€
NK: Which old memories do you remember sitting here?
FK:Â Childhood days, old talks. Once I drove to a Picture house with my kids to watch a 3pm movie. It was so hot that my youngest daughter’s nose started bleeding. After this incident, I never took them to watch a 3pm movie. Also, my son would never sleep unless I’d take him around in a car. After a round, when we used to come back home, he’d be sleeping in the car.
NK: What time do you sit here and do you also rehearse here?
FK: Beta, I sit here most of the time, this is my most preferred place. Whenever I’m stressed, I come here and think and ask for Allah’s help. I was doing riyaaz before you came.
