By Emb Hashmi
Asian World interviewed the multi-talented designer to the stars Raishma Islam, and found out why her clothing is so unique and so addictive.
1. Please tell the Asian World in no more than 100 words, when you started designing, why and how you trained and detail your relevant qualifications. Also, tell us a little about your back ground.
As a child I used to watch my mother stitch her own clothes and was fascinated by the great swathes of fabric and how it could be fashioned into a shalwar kameez. This sparked my interest in fashion and I began making my own outfits as a teenager with my mother’s help and guidance. I used the Bollywood films of the time as the inspiration for creating my clothes. I enjoyed it so much, that I decided to pursue fashion design as a career.
I gained my fashion degree at De Montfort University and was fortunate enough to train with designers Bella Freud and Bruce Oldfield before becoming assistant designer to Elizabeth Emmanuel – Princess Diana’s wedding dress designer. I learned the art of bridal corsetry and was so inspired that after a few years, I was ready to set up my own bridal boutique catering for the Asian bride, offering outfits that blended traditional heritage style with an on-trend contemporary twist. I have reflected this across all my design.
2. What did you do to get your name, your brand and your designs out in the public domain? For example, did you create free designs for clients, celebrity endorsements or do a PR campaign?
There are a number of things that you need to do to promote your brand. Ultimately it’s about reaching out to your customers in the most effective way possible.
When I started out, I couldn’t find Asian inspired clothes that also reflected by western upbringing. So I began creating my own outfits, which blended traditional heritage style with an on-trend contemporary twist. I got so many compliments and requests that I decided to launch by own fusion label – blending the best of my east-west roots – this became my key USP and helped put my brand on the fashion map.
I feel it’s very important to maintain brand visibility and every opportunity should be explored. I have been fortunate enough to have worked with fashion magazines, who are always keen to borrow clothes for fashion shoots for their celebrity features. This helps enormously in getting my brand seen by the public.
When I work with clients, I provide a private consultation individual to their needs. I always consider their image, body shape, lifestyle and occasion before suggesting a suitable outfit or design.
3. Tell us about the celebrities and royalty you have designed for. How did they come to you and what were they like to work with?
To me, all my customers are ‘celebrities’, I feel it is important to make each individual feel special. I have worked with actresses; Juliet Stevenson, Laila Rouass, Preeya Kalidas, Shobna Gulati and Meera Syal among others. I have also created outfits for Spice Girl Mel B and singer Samantha Mumba. They were all great to work with.
The one that stands out for me though, is a young girl simply known as ‘Shozna’. Circumstances changed her life drastically and she soon found herself homeless. She sought refuge with the homeless charity Centrepoint, which is where her plight came to the attention of its Patron, Prince William. Touched by her heart-warming story, the Prince invited Shozna to his wedding as his personal guest. I was invited to create a suitable outfit for her to wear to the wedding. I worked closely with Shozna to create a stunning two-piece dress, which would be perfect for the occasion. We managed to turn it around in a very short space of time and I must say, Shozna looked absolutely amazing.
I have also created bespoke outfits for Princesses Eugenie and Beatrice for a private function.
4. What type of clothes do you most love to work on?
Right now, I’m loving designing my own prêt line and prêt bridal range. It is quite a different process from designing bespoke outfits for individual clients. I have to ensure that I have something for everyone in the Pret collection and as challenging as it may be, it is also hugely rewarding.
5. How long does it take to design a bespoke outfit?
On average it could take between 3-12 months, depending on the level of design and embellishment required. You can’t really put a timescale on creating an outfit. I have to work with the schedules of my clients. We would discuss ideas, looks and themes and from this will come the design.
6. What is the price range for your outfits?
My bespoke collection is tailored to suit different budgets however, with my new pret line, which will be unveiled very shortly on my brand new website, the collection has something to suit all budgets. Outfits will range from £49 – £350.
7. Where do you see yourself in the next few years?
I would like to concentrate on developing my online business for the next few years. I will still provide a bespoke service, but I also want to make my brand available to wider audience.
8. Who is your favourite designer and why?
I love Elie Saab and Valentino. Their elegant gowns are so glamourous and stylish with a timeless quality, yet they are effortlessly on-trend too.
9. Who would you absolutely love to dress?
I would really love to dress Angelina Jolie. It goes without saying that not only is she stunning, but she also has a natural grace about her. She wears her clothes, rather than the clothes wearing her. I would really love to see her in a Raishma outfit one day!
My new website will soon be launching offering the brand new collection. Please visit www.raishma.co.uk
