—Selina Farooqui, designer
By Aney Mathew
With winter officially drawing to a close and Doha stepping into its small window of spring, it’s time for the fashion world to bring out the new season’s collections. Selina Farooqui a young and upcoming fashion designer based in Doha recently launched her Spring/Summer 2014 collection at the W Doha.
Selina’s collection featured embellished dresses, evening gowns and jackets in silk brocades and trousers —pieces that would adorn a luxurious wardrobe. The handmade embroideries mixed traditional Indian techniques with a contemporary aesthetic.
Selina was spotted by W Doha as upcoming talent when she won the ‘W Doha & VCU Fashion Award’ in 2011, allowing her to showcase her designs in a number of trendy happenings within the hotel.
The 26-year-old fashion designer has displayed her collections in Doha, Dubai and Istanbul. Her brand has been sold in the UAE, Qatar and Saudi Arabia. Her designs, she says, have always been inspired by some element of her Indian heritage and the culture and style of the Middle East, where she has lived all her life.
Talking to Community about her genesis into the fashion industry, she says, “I started my business the year before I graduated. That first year, which was probably the most important, I juggled the demands of university as well as building the base of my brand and its identity.”
Selina seems to have worked out the balance well as she graduated at the top of her class from Virginia Commonwealth University School of the Arts in 2011.
Referring to her new collection, Selina explained, “This collection celebrates a major milestone in my career. I started my brand by locally producing small-scale collections with one dress in each style — in one size; I did this for three years. I’m now at a point where I’ve finally established the most important part of any fashion business — the production unit.
“I currently produce my collections directly out of India and my options of embroidery and fabric are now endless. For me, this is a real start,” Selina says.
So what kind of woman does Selina have in mind, when she designs her clothes? Are her clothes only for those with mannequin-like figures? Or is it for people with ‘real’ sizes?
“I think about a woman who wants to stand out, feel exceptional, loves to treat herself and indulge in collecting beautiful pieces for her wardrobe. This is a woman who appreciates craftsmanship and appreciates the balance of traditional and modern approach.
“I don’t design for a specific size of woman. The volumes of my dresses are free-flowing and compliment many figures and frames. A woman can experiment with how she wants to wear one of my dresses — whether to keep it flowing and away from her body, or if she wants to accentuate her body with a belt.
“I always provide the option of both — giving the woman the freedom to style herself in what she is comfortable with. The embroidery is like jewellery. I hope that the woman who wears my dresses feels how special each piece is”, she points out.
Selina’s latest designs are all special occasion pieces, with her collection heavily reflecting Indian handiwork. Referring to the new collection, she says, “Producing and working on this collection in India was a special experience. I explored the markets there and hand-picked the fabrics and every bead and stone that was sewn onto my dresses. I worked with craftsmen to create very detailed embroideries using traditional, timeless Indian techniques, to give a new feel with the artwork, design and variety of materials used. The embroideries are very crystal-and-bead-heavy and I have used multiple techniques and layers, to create something really ornate and outstanding.
“You don’t need to add on anything else with these dresses because they are very special in and of themselves, just pair them with the right shoes and you are ready to go. All fabrics are hundred per cent silks, and no short cuts have been taken with the finishing of these garments.”
The norm in Indian families is to direct their children towards a career in engineering or medicine. So how did Selina’s parents take it when she decided to pursue a career in fashion?
“My family is supportive of me no matter what I do. They are completely with me in this journey and I consider them my team. My parents always told me, I could only be good at something that made me happy. Fashion makes me happy, and I can’t imagine doing anything else with my life.”
“Growing up, I have wanted to be everything from a teacher to a pastry chef! Fashion became my goal in life in the last two years of high school. After high school, I knew I wanted to study fashion.
“Today, fashion is not a hobby or a phase. It’s my life, my motivation, my place of comfort and confidence. This is where I shine.
“My goal now is to build a sustainable and streamlined business. The first few years are the hardest and I am working hard to build a strong base for my brand. I am still learning to handle a business in fashion but I am getting more comfortable and confident.
“I want my brand to grow from ready-to-wear, to accessories, scarves, jewellery, home linens, stationary, beauty… I have so many ideas and so many dreams. I’m just working one day at the time. My current goal is to make my brand available in all the Gulf countries; once I‘ve done that, I aim to go international.”
From the looks of it Selina seems all set, to step out into success and in style.