Conquering new worlds

beautytalk

Beena Asim Furniture is an established brand with a clear and peculiar identity. The recipient of the Global Women’s Award for Business Woman of the Year 2019, Beena Asim has been designing executive pieces of furniture since 13 years. The designer has experimented with different materials, shapes and colours with her preference being wood designed in fusion with gems, stones and jewels.

Till now, Beena Asim has worked and created within the borders of interior design. But the time is ripe for Beena Asim to launch her brand extension ‘Beena Asim Fashion’. This is not a change of course; this is Beena Asim letting her artistic genius flow into a new field. Those who were fascinated by the exquisite craftsmanship of the wooden tables, the royal appearance of the bedroom furnishing, the fabulous style of the dining chairs will find that same allure in Beena Asim’s new fashion line. This week You! talks to the multifaceted Beena to get to know more about her new venture and her favourite beauty secrets…

You! How did you venture into designing clothes?

Beena Asim: I launched my brand Beena Asim in 2007 starting off with furniture pieces. I worked and created within the boundaries of interior design with a complete turn key solution for people’s homes. However, I feel an artist can’t be restricted to only one category of product thus, when you have a brand name established, I feel you can venture into different things. If we see, internationally designers do not restrict themselves with just one product line or category. We have examples of Versace, Louis Vuitton and many more. We launched our brand extension Beena Asim Fashion in 2019, and that’s only the start of brand extensions I aim to venture in years to come.

You! Tell us a bit about your clothing line?

BA: Our clothing line has four categories at the moment; pret, semi formal, formal and bridal. Bridals are made on order only. And just to add, we are not only limited to clothes, but do other aspects of fashion accessories such as handmade clutches and jewellery pieces.

You! How different it is to design clothes after designing furniture for a long time?
BA: Defiantly designing clothes/accessories is a different ball game. But when you do have experience in the field of production and dealing with purchasers and labours, getting hands on to it is not that difficult.

You! Did you face any hurdles or feel over whelmed by the tough competition in this business?

BA: I’ve never been scared of competition. I believe if my work is good, it will speak for itself and will create its own market.

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

BA: Personally, I love classy and ethnic.

You! Do you prefer sketching designs or actually constructing them?

BA: You do have to sketch no matter it’s pret or bridal. Just the detailing changes while rest of the process remains the same.

You! What seasonal looks and colours are you expecting right now?

BA: I feel 2020 is very colourful. Mostly brighter colours will be used like orange, bright greens and reds. However, blacks, nudes and whites have to be a part of my collection no matter what the season demands. The global pandemic has for sure hit every sector so people should wear bright colours to regain the energy and positivity being lost in the worries of Coronavirus.

You! What is the one piece of clothing that you shy away from wearing and why?

BA: I feel everyone has their own body structure and everyone cannot carry everything. I am very particular about wearing things that I can carry and I believe if you carry something well, you can make your own style statement and you don’t have to be in the rat race of wearing clothes that don’t look good on you only because it’s in fashion. Create your own style statement; that’s fashion for me.

You! Being a designer, what are you particular about?

BA: When you work with an artist or a creative person, you should be prepared for the interference they do as they are very particular about their creation. At times, I get so finicky that other artists like photographers and graphic designers don’t like working with me for the kind of interference I do as I feel I know what angle can make my product look the way I perceive it. But I would say that’s how you do business these days. When you are so invested in your work that you don’t even sleep while working on an idea (which happens in my case), you have all the right to be so sure about things you are working on.

You! How long does it usually take for you to design an outfit?

BA: I try taking out time to design one whole collection in one flow. So, from basic concept to choosing fabric, accessories and production take about one to two months.

You! What are you currently working on?

BA: I am currently working on my pret line that is supposed to come out in August.

You! What future plans do you foresee for your brand?

BA: As I said, I might expand the brand into other products and accessories.

beautycorner

What is one cosmetic you cannot do without?

Blush on, mascara and a tint of lip colour.

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

Not really. In day time, when I am just stepping out to run some errands, I just prefer my moisturizer, shades and chapstick.

When it comes to cosmetics, which brands do you usually use?

Few of my recent favourites are Urban Decay, Too Faced, Chanel, Mac, Huda Beauty, YSL and Fenty Beauty.

What’s in your beauty bag?

It’s a must to have my YSL lip and cheek tint.

Your go-to lipstick?

In lipsticks I prefer nudes, peaches or earthy tones. Huda is the best and easiest to move on with.

When applying makeup, what do you dread the most?

I love putting on fake eye lashes on special occasions and that’s the trickiest part; as much as I love it, I dread it the most.

Do you go to salon regularly for your facials?

Honestly, I don’t get time for that. I only go to salons when it’s necessary like for a hair dye, and that’s the time I tell them to do whatever is necessary.

Your favourite international stylist or beautician:

No one in particular.

Your preferred spa or salon?

Ensemble, Beenish is my girl who knows my hair colour inside out. For haircuts, I’ve yet to find anyone better than Rukaiya and Mubashir.

Your go-to place for hair and makeup?

I only go for blow dries when it’s very important. I do my own makeup.

Your all-time favourite perfumes:

I am very picky when it comes to fragrances and they are very limited. My all-time favourite is ‘Angel’ by Thierry Mugler and ‘Poudree’ by Narciso Rodriguez.

Your beauty regimen:

‘Clinique’ 3-step facewash, toner and moisturizer. I am also very fond of the brand ‘Bliss’. I have a sensitive skin so don’t experiment other then these two brands as they are very gentle to my skin.

Do you use anti-aging creams?

I believe in natural care for skin. I use things like rice flour, milk, almond powder, corn flour, Aloe Vera, coconut oil, bio oil, bran flour, rose water, a mixture of lemon and sugar is the best toner for skin and many other herbs.

Do you believe in treatments like Botox?

I don’t believe in playing with nature. There are many natural ways to take care of ageing and one must age gracefully.

Are you fond of using too much makeup or you prefer a good skin with minimalistic makeup?

I prefer good skin with minimum makeup. I am generally quite lazy and so prefer a quick touch up on everyday basis, very rarely I do a lot of makeup.

Where do you go for your makeup shopping?

Sephora. When I am travelling, there is not even a single day when I don’t go to a mall and end up at Sephora!