Known for urban-chic ready to wear clothes, with traditional appeal, FnkAsia has a significant place in fashion market. It is one of the largest growing fashion brands of the region, a wardrobe staple for thousands of young women in search for a trendy lifestyle. Started nine years ago, it has now become one of the pioneer brands to introduce fusion wear inspired by colours, tradition and embroidery of Pakistan.
The label was started by Amir Adnan and Huma Adnan. They were inspired to see embroidery traditional accent as a fashion statement in west and that was the thing which compelled them to come up with a brand in which their culture should get recognized. FnkAsia designs are those people who are young at heart and love to wear bright colours. In an exclusive interview with Sunday Plus, Huma Adnan talked about her label, design philosophy and how she sees fashion industry ahead. Following are experts of the interview:
How you and Adnan started your label? How did you guys get an idea of starting business? Share your journey with us.
It’s almost nine years ago when I and Adnan took a trip to Italy. We also attended a couple of trade fairs and workshops in Florence Italy. That was the year when embroideries and traditional accents were getting recognized as a fashion statement in the west. I just felt that this is us and this is what we should be proud of, our age-old dying and printing techniques block prints and most importantly our traditional embroidery which is an aspiration for others who don’t have it. There and then I decided that its time a brand needs to come out and give due credits to the country we belong to. My creations are a mix of my Pakistani sensibilities and aesthetics and my global outlook and exposure to fashion. The name "FnkAsia" and the essence of it all came about on the roads of Florence.
The double A in Asia has the same font as Amir Adnan. We wanted a correlation between the two brands since it was a part of the House of Amir Adnan. Since then, there is no looking back and FnkAsia today stands proud as one of the stronger retail brands in the country staying true to its aesthetics many years on.
You must have witnessed the evolution of Pakistan fashion, can you tell us about how you own style has evolved with the changes in the industry?
FnkAsia is a depiction of my love for the traditional handwork and ethnic flavours. The brand has also matured with me and now caters to an audience that understands my philosophy and is proud of its origin. The brand has seen many different sides of fashion and how it’s still evolving every day. The best part of fashion is the fashion weeks that recognize a country and its talent. It also teaches a designer how to compile a collection and translate it into garments that are relatable. There is a lot happening in Pakistani fashion which is varied and evolving all the time and at par with anything in the international arena. Our country is a huge market and the design and the talent that is emerging at the fashion weeks is a positive sign. It’s just a matter of time that Pakistan will be taking off in the International front.
What makes your brand successful?
My fashion has Pakistan as its heart and soul and its designs are inspired by its culture and colours. The trends and thoughts behind it are very global. People appreciate it for what it is. The unique selling preposition of my brand is that it translates the designer ethos into a right product, price, place and promotion.
Who is the quintessential FnkAsia customer?
Fashion is for everyone and should be fun for everyone and should not be uncomfortable. A FnkAsia customer is the one who loves adventure with a certain individuality and quirkiness.
What are your goals for the label and what sets it apart from other labels in Pakistan?
My brand best recreates the craft and embroidery in a contemporary package. It’s for girls who love exploring and are proud to flaunt it. It’s for a free spirited woman who has no boundaries. The brand has a lot of recognition in Pakistan and now we want to reach for the sky and moon. My next step is to go global and have presence at Galeries lafayette, Harrods, Saks Fifth Avenue.
You gave a large clientele abroad. How do you cater to their divergent demands?
Fashion has no boundaries however I feel that the colours I use the silhouettes I create have a more international appeal. I don't specially design for any market; all my designs have a far reach.
Can you tell us the routine of preparing for a fashion show?
The first thing that I start with is the drawing board that entails my moods and the colours that inspire me that season. It takes a lot of research and development. Starting from the sketches to the ultimate story board, it’s almost like an ad agency which tries to create a brand philosophy. Since I majored in advertising, this process comes to me naturally, thankfully.
The hardest part is when one feels that the creative plot is blocked .But suffering from a creative block doesn’t mean you have lost the artistic ability. All designers experience creative block at some point in time. When I feel that way in the process, I take a break. I go out with family and friends and next day I approach my creations as if it was a project and do it and it always works.
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?
Everything that I create comes straight from my heart. Every new creation that I design I feel is better than the previous and I strive to do better than before through believing that whatever I have done is beautiful but I know I can do better. My designs are appreciated in international media also. Recently Vogue UK talked about my tribal handmade earrings. Also at the PFDC fashion week, I was among the top nine designers according to Alexandra Senes from Paris.
Do you feel that fashion weeks in Pakistan can help institutionalize and professionalize the business of fashion in Pakistan?
Fashion Weeks are definitely playing their role and very dedicatedly in promoting Pakistani fashion. The story is still unfolding and needs to be appreciated for its efforts. The process needs to continue and we need several such seasons before we make a mark at the international front.
Our nation's potential is immense—but our industry needs more time and education to realize its fashion ambition. Is the fashion industry getting the broad support of the government and the allied effort of fashion schools and the media and retailers to promote what the region has to offer?
We still have a long way to go. The fashion schools are doing an immense job, what we are missing is the quality and nobody wants to put in hard work. Everyone is looking for a short cut. For any new fashion graduate, it’s very necessary they intern/work with a reputable design house to understand the philosophy behind creating a brand.
The government is doing a lot; especially TDAP is playing a vital role in promoting our fashion. It takes a few seasons for our type of business to mature in the international market. Fashion schools are also doing a great job, however there is a sever need of such large scale government backed schools in Karachi. Media has never been more supportive and aware of the fashion trends and industry as much as it is today. They are playing a major positive role in promoting the industry.
In your experience, what are the three most important attributes which help a new designer become successful in the field of retail?
New designers today must possess the basic education and skills required to produce fashion products. Further, they have to have an eye for the business of fashion. Being professional in their approach is as important as being creative. A creative garment may not necessarily be the most saleable. Most importantly, they need to have patience and dedication to bear results.
How do you see the role of social media as a benefactor to fashion week audience, designers and the industry at large?
The way this world had become a village, it is now just a smart device. If the news has not reached people within a few seconds of its happening it’s too late. Fashion fraternity lives out of a smart phone today. They live and breathe through these devices. For designers social media marketing, when done right, can lead to more customers, more traffic, and more conversions, and it’s here to stay.
What are the dressing essentials that every man and woman should have in their wardrobe?
There should be at least three essential monocromatic and one black outfit. The black leggings, a denim skinny or a dark denim and a black dress. Not to forget a pair of flats and comfortable heels.
What are your observation on Pakistani society and beauty?
Pakistani society has a trained eye to appreciate beauty special traditional. However the new generation is now learning to accept modern cross cultural aesthetics. Cosmopolitan fusion is fast making its way into our society. A Pakistani girl has loads of beauty to offer. She is now gaining the confidence to experiment versatile alternatives.
What are three items every woman should own?
A handmade necklace, a smart phone and killer heels.