It was her passion for design that led Lahore-based couturier Asifa Rana to launch her label Asifa & Nabeel almost three decades ago. For as long as she can remember, she had a penchant for creating outfits for herself and her family. According to the designer, she was always asked if she had a brand of her own or if she could design clothes for friends and relatives. “This is how the brand came to life,” Asifa told Instep.

Being the sole owner of the brand, Asifa wanted to establish her brand as per her own aesthetics and style sense. In fact, she is super proud that her label has stood the test of time, proving that diligence and hard work pay off. Even though Asifa hasn’t had any professional training or education in fashion design, she claims that the practical knowledge she’s gained working in the field has taught her more about trends, cuts and silhouettes, compared to any kind of formal education.

The designer recently showcased her latest bridal collection called Marasim at PHBCW’ 21. The bridal range was all about timeless pieces in pastel hues and vibrant reds, with exquisite, intricate hand embroideries. In an exclusive interview with Instep, Asifa Rana talks about showcasing her collection after almost two years, her design philosophy, and more.

Instep: With no fashion shows being held due to the pandemic, how was the experience of putting out a collection at PHBCW’ 21 after a hiatus of almost 2 years?

Asifa Nabeel (AN): Well, the one thing that we all have to agree with is that Covid-19 affected every business in every capacity, and the fashion industry was no exception. But taking precautions and valuing life was more important than anything else. Having said that, for almost two years we all missed the appreciation we receive for the hard work we put into a collection. So, making a comeback in collaboration with BCW was something that we thoroughly enjoyed. We left no stone unturned to make the best out of it.

I had a lot [of ideas] while working on our collection. Marasim. We tried showcasing three different concepts in one show. The first theme was modern brides wearing pastels hues, while the second concept was traditional bridal outfits in classic reds, a trend that never goes out of fashion. And lastly, we experimented with different cuts and silhouettes as we wanted to showcase designs that were fresh and vibrant. To put it simply, the bridal range presented at BCW was a result of blood, sweat, and a lot of planning.

Instep: How much work is put into what we eventually see on the runway?

AN: To say that a lot of hard work goes into what you see on the ramp would be an understatement. From designing, to stitching, to styling, everything needs attention to detail. I do not approve of anything less than perfect, which makes the entire process more exciting as well as time-consuming. So months and months of planning and hard work is what you see on the ramp. Not to forget, the backstage hustle and bustle is always a sight to see.

Instep: What is your design philosophy?

AN: I believe in evolving continuously, otherwise you will lose your audience as well as your credibility. So, keeping that in mind, Asifa & Nabeel focus on intricate designs, exquisite hand embellishments, state-of-the-art embroideries and our signature floral designs. We try to bring innovation to our creations while keeping the essence of the brand intact. In fact, our goal is to make timeless pieces for the modern woman that can be passed down to future generations.

Instep: When it comes to formals and festive wear, what is trending these days?

AN: For formals and festive wear, in my opinion anything with flare looks great. As it is wedding season, velvet is very much in demand. Also sheesha work is very much in vogue these days. If we talk about cuts, boxy silhouettes and flares are quite in. Also, kaftan, tapered shalwar pants, sari with a variation as well as lehenga with variable tops are popular trends these days.

Instep: What does the modern bride demand when she comes to you for her trousseau?

AN: Modern brides know exactly what they want when they come to us. They either have a picture in mind, or they show us images of a particular look that they want to go for. They just want to follow a certain pattern and replicate a similar style. Even when you advise them to try something unique that complements their height and body type, it is so hard to convince them, and sadly they all end up looking the same.

Instep: In recent times there’s been a shift where many designers are launching their own lawn collection. Do you think it is necessary? What sets your lawn range apart from other designers?

AN: As mentioned earlier, we believe in evolving with time and trends. So, yes, we’ve entered the market and it has worked well for us. I think it is important to cater to the masses who loves to wear lawn outfits. As for what sets us apart from the rest is the fact that we emphasize on intricate designs and a season-appropriate palette. Just like our bridals, our lawn designs are very much inspired by nature and 3D floral patterns.

Instep: If you could change or influence one thing about Pakistani fashion, what would it be?

AN: I think these days if one bride opts for a certain style, you will see at least 20 brides going for a particular style and following the same look. We lose our individuality only because we want to look a certain way or follow the latest trends. I firmly believe that it is important to accept your individuality and embrace it. A piece of advice for soon-to-be brides: try and wear outfits that suit your style and comfort.