T-Diaries: Feeha Jamshed

A glimpse into the world of Pakistani powerhouses

What sparked your interest in the fashion industry?

Ever since I was a kid, I watched my father, Tanvir Jamshed — who is the founder of TeeJays clothing — pick cloth and indulge his imagination. His creativity was divine but it never occurred to me that I could enter the industry myself someday. But then, at the age of 13, my father had asked me to style Atiqa Odho for a drama serial and that was when I realised that designing is what I wanted to do for the rest of my life.

What is the most important thing to keep in mind before designing?

I design clothes according to what I like to wear myself so my clothes reflect my personal style. I won’t make anything that I won’t be comfortable in. My philosophy is to keep it modest yet stylish; something that every Pakistani woman can pull off.

How has the Pakistani fashion industry changed over the past years?

My father started his retail business almost 50 years ago. I think others should have followed suit, instead of venturing into the couture industry. If designers like Rizwan Baig, for example, had also started retail business then we would have been competing with the world today. At that time people didn’t really understand retail and now, the industry is developing but very gradually. I think we need to be more open to learning.

What do you have to say about the new designers?

It’s always nice to see new people entering the industry, they bring new ideas with them. The con, however, is that most new designers become a part of the rat-race producing the same stuff. On top of that, a lot of them target just the elite. I do things differently and focus on something everyone can wear. At the end of the day, if new talent follows designers, what good are they?

Who has inspired you throughout your career?

I believe my style is inherent; my parents are both very stylish people. I don’t draw inspiration from fashion magazines at all. In fact, I don’t even look at them because if I do, I will naturally be inspired by another designer’s collection and fabricate it unconsciously. Apart from this, the resilient women of Pakistan really inspire me.

What constitutes a good fashion show?

There are three very vital ingredients for a good fashion show: the music should be in tune with the theme, the models must know what to do and most importantly, the clothes should speak volumes on their own.

One material for all season?

I think cotton is undoubtedly the go-to material for all seasons.

Any advice for aspiring female designers?

Be yourself as it is very easy to get distracted. There are no rules in fashion, so you need to be different and sell yourself well. It’s also very important to challenge yourself, so be your own competitor.

Feeha Jamshed 

Fashion Designer

Published in The Express Tribune, Ms T, March 15^th, 2015.