The term ‘minimalism’ can resurrect various images in the mind; it all comes down to context. For some, it’s about the art movement of the sixties and the seventies that influenced generations while others associate it with design, architecture, music and literature.
Dubai: The term ‘minimalism’ can resurrect various images in the mind; it all comes down to context. For some, it’s about the art movement of the sixties and the seventies that influenced generations while others associate it with design, architecture, music and literature.
In the context of beauty, minimalism is, as advocated by top stylists around the world, about the concept of adopting and supporting the natural look. And for those of us who have spent some time around stylists, there is no one who has advocated for minimalism as a trend (and perhaps even a lifestyle) more than Nabila.
So, when I heard that Nabila had launched a makeup line by the name ‘Zero Makeup’, I was not surprised. She has been endorsing and advocating the ‘Less is More’ philosophy for so long that this move seemed like a natural transition for her.
Nabila is, in so many ways, more than just a stylist. She is a maverick. As I recall one of her earlier interactions when I had asked her to pick one of the most challenging looks that she had created thus far, she took me back to the 2003 edition of the Lux Style Awards where she had to balance a filled water bottle on Iraj’s head and on the stage Iraj was supposed to tilt her head a bit so that the water could flow out from her hair. (That was Iraj’s introductory act for Lux green).
Nabila introduced the concept of image consultancy to Pakistan at a time when the concept was fairly new even globally. Ask Reema and Meera how their looks and lives changed after Nabila took them under her wings.
A visionary who always has a five year plan ready, she was in the news last year on numerous occasions for her multiple international visits and collaborations. She was also in Dubai recently at Bloomingdales where her brand Zero makeup is now retailing. Onwards and upwards, as they say.
Being a man, my make-up knowledge is zilch and I have always wondered how the colour squares on a makeup palette are distinguished. Terms like nude makeup, no makeup and now Zero makeup were confusing me so I thought it best to ask the force behind it to elaborate further and the moment I met Nabila and put these terms before her, she had crystal clear explanations ready.
As Nabila explains it, “Zero makeup is the makeup that doesn’t announce itself. It is invisible so you can look flawless and your natural self is enhanced without it looking like having your makeup on. Also, the name Zero says it all. Zero is my philosophy which stands for less is more and I am a true believer of that.”
Tammin Sursok, a well-known Australian singer/actress, who is the brand ambassador for Zero makeup and was present at the launch event in Dubai, noted that the brand has a strong message behind it, particularly for young girls.
“Nabila is an incredible woman, so dedicated and sharp. I thank her for having me on board for this brand. I truly believe in the brand and I respect it for the fact that the product and the ingredients are ethically created. It has a message for young girls to be themselves and take pride in who they are.”
The Zero makeup brand is in a way an extension of Nabila’s minimalist personality. It shows in, among other things, her wardrobe choices. In the age of loud, garish fashion that is so prevalent in Pakistani fashion today, one struggles to remember the last occasion on which Nabila opted for wearing two colours at the same time.
In her words: “The brand Zero is an extension of myself; of my own image. It is not something that I am doing for business, it is something I believe in, it is something I want to promote and empower women with because most of the time when they approach me or our stylists, they want to become a version of someone else. This brand will enhance and correct your features and at the same time will keep your uniqueness intact. It has worked for me, and what I will buy, I will sell.”
– Sadiq Saleem is a Dubai based entertainment journalist. He is also an Instep & Something Haute correspondent and can be contacted on his page fb/sidsaidso.
