Wardha Saleem’s modernist vision with traditional designs and contemporary silhouette make her stand out in the world of fashion. A graduate in textile designing from Indus Valley School of Arts, Wardha loves to design clothes. With vibrant and bold prints, she is perfectly fuses the eastern and western trends and always come up with something, which is out of box but gives a pleasant feeling. Her style philosophy is minimal & elegant and she loves to play with colours. Wardha always tries to promote local crafts with her designs. As C.E.O of Pakistan Fashion Council, she feels it is her responsibility to promote new talent by creating opportunities for them.
In an exclusive interview with Sunday Plus Wardha briefed us about her brand and work. Let’s have a look
What defines Wardha Saleem style today?
Wardha Saleem the brand signifies giving antiquated traditions a modern twist and is known for fusing indigenous embroidery, vibrant colors and traditional printing techniques with a modern silhouette, creating ensembles that are relevant for the vivacious women of today.
Where does your confidence comes from?
I have a formal degree in textile and fashion along with a seven year experience of teaching design that is sufficient for the confidence required to be a designer.
Who is the quintessential Wardha Saleem customer?
A confident woman who believes in herself is willing to create a statement.
The biggest risk fashion designers face is their designs being copied. How do you handle it?
It is part of the deal as there are no copyright laws followed in this country so I take it very positively. I look at it in a way that my designs are worth being copied and further infiltrate into the masses.
Can you take us the routine of preparing for a fashion show?
It’s a very tedious process which starts from an inspiration, development of the idea through extensive sampling and sketches to the actual execution of the collection. This entire process is very time consuming and requires a lot of originality and energy.
How do you arrive at the idea or the theme for a collection?
It can be anything that inspires me at that particular time whether it’s a trend, craft or a vacation!
You deal with bridal, prêt, luxury prêt, which line you enjoy making most and how would you describe word ‘Couture’?
I enjoy doing bridal more because there are no budget constraints and I can be as creative as possible without getting worried about the cost. Bridals also give me a chance to maneuver old traditional embroidery techniques and stitches. Honestly speaking nobody in my opinion does couture in Pakistan. Couture means something that is extremely imaginative, creative and is not constrained by the boundaries of wearability and practicality.
If the theme is something so personal, then how do you explain fashion trends? How is it that the designer's personal expression turns into an international trend?
It always starts off with an idea that leads to a theme and then that is materialized into a collection keeping the current trends in mind.
Sounds paradoxical! One the one hand there is designer's need to remain true to her/his creative expression, on the other hand the need to meet market expectations! What would you say about it?
For me, it works simultaneously. When I am showing a collection on the ramp, I am as creative as I want to be yet what goes in stores is a more practical and wearable version of the initial idea of my collection showcased.
Striking a balance between the design component and the affordability factor of the garment must be quite a challenge. How do you manage this?
It is a very frustrating process because to be cost effective one needs to compromise on design sometimes. I usually try to opt for a mid way where I use cheaper options to compensate design. For example, instead of an embroidered motif I will use a printed motif.
What has been the biggest highlight or most memorable moment since you started working as a designer?
Having my mentor Shanaz Ismail walks the ramp for my ‘Dasht-e-Gul’ collection at the FPW last season!
How do you see the role of social media as a benefactor to fashion week audience, designers and the industry at large?
Social media has evolved rapidly to become equally important if not more than the other forms of media. They play a major role in creating the hype before and post the event. Without exaggeration news travels in real time, as it happens!
Can you tell us what is the screening process for filtering new designers who participate in FPW? Is there a criterion they have to meet?
Whenever new designers approach the council they are asked to submit their sketches which are forwarded to the board members and the editing committee of established designers. After their approval, the second stage consists of examining the quality of the sampling pieces. If the designer meets the criteria they are taken on board.
What we could expect from coming FPW?
A lot of exciting collections by some of the best designers from Karachi and Lahore.
What are some of those challenges you have to face as a C.E.O of Fashion Pakistan Council ?
It is quite a challenging job. I feel responsible for pushing new talent forward by creating bigger and better opportunities for them along with encouraging the growth of the council and fashion industry on the whole.
You recently showcased your bridal collection as debut in Loreal Paris Bridal Week, how was the experience of working with PFDC council and how good response did you receive for your collection?
The experience was really good as the collection was very well received. PFDC too is a professional and established platform and I enjoyed showcasing my collection on that platform.
You also participated in Alishan Pakistan exhibition, how would you compare Indian market with Pakistani markert?
We share the same culture and traditions and we are the same in many ways. With a greater population and India’s love for Pakistani fashion and understanding for our craftsmanship, their market is definitely bigger and better.
What’s next for you?
Wardha Saleem the brand will hopefully expand and have its own studio by next year. We plan to be available to a wider audience by launching our e-store as well. And I am already looking forward to FPW S/S 2015.