Pakistanis are people well-known for two things; food and fashion. Whilst the food market promises to deliver big each time, the fashion industry is not far behind either. New brands and new fashions have taken a toll on the people of Pakistan. As far as fashion is concerned, naturally everyone around us has become very picky in terms of clothing in particular. The ladies, especially, are very unforgiving and uncompromising when it comes to both quality as well as value for money. Very few brands have really cemented their place in the industry and those that have, are becoming huge names within the shortest period of time.
Both Mariam Afaf and Madiha Mehmood have worked tirelessly to launch a brand that promises to give the big guns a run for their money. Treating fashion as more of a religion and by valuing both work ethic and hard work, MariamMadiha (MM) has started to cement its place in the fashion industry slowly but surely.
To learn more about the struggle behind the rise of MM, the team at Orange Ink decided to catch-up with both the owners.
When did you guys first realize you wanted to pursue a career as a designer?
It wasn’t much of a realization for us as it was a natural calling. Both of us have always been creatively inclined towards textile and fashion.
What does fashion mean to you?
For us fashion is an amalgamation of art and design. We are constantly trying to reinvent ourselves. For example, we are currently working on a collection which incorporates traditional embroidery and gota work techniques along with hand painted surfaces.
Which designers have been the biggest influences on you?
We are a big fan of the brand MUSE in Pakistan.
Tell us about your Brand, ‘MM’? What makes it unique from other fashion houses?
Our brand generates from a place of trust and a dual sided learning process. We aim to become a brand which can hold its integrity and credibility in the market even after becoming a house hold name. The construction of our garments is based around unconventional yet practical silhouettes and reinvention and intelligent use of surface development techniques. We aim to be recognized in the fashion market as a crossroad brand between high-end and approachable fashion.
What is your design philosophy?
MM offers a sensual and rebellious take on dressing up. Working on a playground of diverse inspiration and historical/cultural references, the attempt is to create designs altered to every woman’s unique/individual personality type, while exploring the modern perimeters of modern femininity.
What hurdles did you have to overcome when starting your brand?
Like every new company, we had our fair share of hurdles. However, the industry and our clients have been extremely welcoming.
What was your biggest fear when going out and starting your own brand?
At MM, we love to experiment with textures with the use of unique materials. I guess it’s fair to say that we were apprehensive about the market response.
How do you want women to feel when wearing your clothes?
When a client walks into our studio, we make sure to meticulously find out their personal aesthetics. We take our clients through a small journey, starting from the sketch, to the prototype to the final product so that our women feel like they own something that is best version of their vision and ours.
What kind of research goes into your collection? Where do you draw your inspiration from?
Research is followed by Inspiration. Inspiration to us comes from our daily lives, travel experiences, a good book, a good quote. We are always open to new experiences because inspiration can strike at any time.
What role do you think social media plays in fashion today?
Social media has become one of the most powerful tools in shaping the brands today. The virtual world is more in existence than the actual world when it comes to establishing a brand.
What do you think is the key that makes one fashion brand successful?
Hard work and staying true to your own aesthetics.
What is your favorite part about being a designer?
That you always have something exciting to wear and choose from.
What do you think are the biggest challenges for new designers starting out today?
Having the right support system to begin any venture is very important. It’s also very important to stay true to your identity as a designer, fashion aesthetics are becoming a matter of popularity in Pakistan and designers are cultivating a herd mentality.
Where do you see yourself and your brand in coming years?
At MM, we take a lot of pride in creating garments that are truly a collector’s item. In the coming years we see ourselves as a brand that can create garments for people that they would want to pass on as heirlooms to their generations.
