Fashion ComPassion presents clutches for a cause

The UK-based founder is all set to launch in Karachi.

KARACHI:

It takes more than just a dream to bring societal change and empower women in under developed communities. In 2010, Ayesha Mustafa had the strength and determination to initiate a socially responsible business called Fashion ComPassion, a high-end brand with an ethical purpose.

At the age of 16, Mustafa had a passion to work for a cause; she flew to Bangladesh to be a part of the revival of their handloom industry. After that experience, she was determined to work for social change. Once Mustafa completed her undergraduate degree in Economics and Politics, she went on to do her Masters in Mass Media and Communications. She then worked as a retail manager for Pepsi UK for three years, which is where she gained the experience that helped her start her own business at the age of 29.

Speaking to The Express Tribune, Mustafa said that while her business venture functions primarily on an international level, she has always envisioned doing something in Pakistan, her country of origin. “I don’t live in Pakistan, but I always wanted to do something here,” says Mustafa. “I want Pakistanis to come, touch and feel what I am doing in the UK — that’s why I am launching my bag collection on October 11,” she continues, referring to the event being hosted on Thursday at The House of Ensemble. At this event, Fashion ComPassion will showcase three different types of clutches and bags.

“Fashion is now becoming a business in Pakistan,” adds Mustafa. “It should be a fair product, it’s not just a money making plan for me. Once you start introducing the products, people will understand the idea behind this business.”

Mustafa spent a considerable amount of time chalking down plans to work in developing areas; she took the work of Emirati and Lebanese women along with Palestinian refugee artisans and moved ahead. Her Palestyle clutches are hand-crafted using python print genuine leather and gold plated accessories that are studded with Swarovski crystals. A percentage from each bag goes to social projects and job creation for women in Palestine. The Sougha clutches are hand made by Emirati artisans, using biodegradable leather with traditional Telli work, hand-braided in cotton and silver threads. These exquisite collections are stocked by high-end retailers like Bloomingdales and S*uce and the British Museum in London.

“The whole point of the business is going into war-torn countries and providing a platform for skilled women and giving them an international arena to perform in,” she says. “They are producing really high quality products.”

Plans for Pakistan

“My biggest challenge is to create a fashion collection that has an interesting story behind it,” Mustafa says. “Currently, I’m talking to a few brands and designers who might want to work under the trend of ethical fashion.” She also plans to engage women from Karachi who can create a high-end fashion line. “They are my next target group who can make quality products like Fashion ComPassion,” Mustafa adds enthusiastically.

When asked why she chose to launch at The House of Ensemble, she says: “In terms of brand stores they are the most well-known. They stock Ritu Kumar and other prominent names — it’s the best place to be.”

Published in The Express Tribune, October 10^th, 2012.              

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