Beauty talk!

From time to time in our ‘beauty talk’ section, we feature different designers who share their experiences, achievements and beauty secrets with us. This month You! talks to Lahore-based designer Anum Akram...

Anum Akram has been producing women’s wear since December 2012. She is someone who believes in working hard, setting targets for herself and thrives to push the envelope for herself. Artistic detailing makes her designs ultra feminine, yet edgy. “My work is for people who look for quality of product,” says Akram who is the brains behind Crimson Lawn. Here’s a tete a tete with Anum Akram...

You! Why do you think women should wear designer lawn?

Anum Akram: Designer lawn is luxury. You can’t find such beautiful embroideries and prints for daily wear anywhere else.

You! When did you design your first outfit?

A.A: Well, in school I designed matching outfits for myself and my best friend for one of those Saturdays when we were allowed to wear ‘coloured’ clothes.

You! Tell us about summer looks that are in?

A.A: In terms of cut, I feel everything’s trending which is great as you can really experiment with your personal style. Bell bottoms, cropped pants, pleats, tapered cigarette pants, short and long lengths - there are so many styles that you can take your pick from. In my opinion we will get a much needed break from pastels this season. The ‘it’ colours include vibrant pink, orange, blue and green.

You! How did you develop your aesthetic?

A.A: I have no formal training in design so I have developed my aesthetic on the job. I look towards the fantastic designers we partner with or hire in-house for all things technical and just make the final decision. My overarching objective is to make sure every design is different from the other; which women can cherish, feel special in and wear year after year.

You! How would you define your own sense of style?

A.A: My sense of style is casual smart.

You! What kind of difficulties do designers face in getting their work done?

A.A: I would say getting the work done on time. Lack of professionalism at workplace and not delivering the products on time tends to leave us in a very frustrating and embarrassing situation.

You! What are the high points and low points of being a designer?

A.A: The highs are: people loving your creations; and most importantly constant creative work which feels amazing! Also it is very satisfying to know that because of your business many people are getting a livelihood. Lows include frustration of people not following deadlines. The replica industry! It’s like they will go to any extent to copy your designs. It’s very sad to see such horrible copies out just a few weeks after the launch.

You! What do you perceive to be your greatest strength in accomplishing so much?

A.A: I am the hardest worker I know! I absolutely love working and don’t stop until I think the job is done to perfection. Even when I’m tired I try to pretend that I’m not. It really helps set the atmosphere of positivity and hard work in the office and factory.

You! What is the inspiration behind Crimson’s latest collection?

A.A: The collection is titled ‘Scintilla’ which means illumination or sparkle. And that is perhaps the best way to describe it - bright, beautiful and exquisitely detailed. The collection is inspired by a global, free-spirited mindset so every design tells the story of another time and another place. The 6 designs took nearly 6 months to be completed. There are botanical details that you have never seen in lawn; French and oriental elements rendered to perfection; embroideries so fine they resemble hand embroidery.

You! What kind of women do you like to dress?

A.A: We design affordable luxury clothing for a quintessential Pakistani woman who is a fantastic multi-tasker. So it’s important that she wears relatively fuss-free clothes that translate easily from day to night and she looks like a style star through it all!

You! Biggest mistakes women make while dressing?

A.A: There are many, but I just cringe when women go for fake branded accessories. They are a big NO NO.

You! How do you manage to strike the right balance between family and work?

A.A: I really do believe that women can’t have it all! I find myself making tough choices all the time - giving up business opportunities that I foresee will be too time consuming, skipping lunch plans and dragging myself out of bed to spend time with family and friends even when I’m exhausted. If there is a way to strike a perfect balance, I haven’t learnt it yet!

You! What are your future plans?

A.A: For now, we are focusing on excelling in unstitched women’s wear and delivering one sold out collection after the other. We want to give luxury lawn, chiffon and winter collections of unparalleled design quality. On the cards are casual and luxury pret stores and a home line but we aren’t in a rush. We want to expand when we are sure we can maintain design quality.

 

Beauty corner

You! What is one cosmetic you cannot do without?

A.A: My MAC mascara!

You! When stepping out, do you wear make up all the time?

A.A: I usually do my makeup in the car. So, I wear a little blush, mascara and Huda beauty lip colour that lasts all day.

You! When it comes to cosmetics, which brand do you usually use?

A.A: Benefit and MAC.

You! Do you go to salon regularly for your facials?

A.A: I have extremely sensitive skin that breaks out very easily so I avoid facials.

You! Your preferred spa or salon:

A.A: Amna’s Cutting Edge.

You! Your favourite perfumes:

A.A: Chanel No. 5 and Daisy by Marc Jacobs.

You! Your beauty regimen:

A.A: Pretty much just my face wash and water.

You! Do you use anti-ageing creams?

A.A: No.