With my son,Turhan
My name Frieha Altaf, my kids Turhan and Paresheh and Catwalk Event Management & Productions.
What’s your secret fitness/beauty regime?
My mornings begin with two cups of black coffee for me to wake up and face the day. This is followed by a one-hour work-out of step aerobics, yoga or circuit training. I alternate all of them to suit the needs of my body at a particular time, meaning yoga is done when I’m travelling or exhausted and stressed out while cardio is done to burn fat on days I’ve had too much to eat..
The Superwoman Syndrome is the desire to do everything perfectly, without any time to yourself. What do you have to say about that?
You have time for yourself if you are a super woman. I find time for myself because one the most important things in my life is time management.
An idea that changed your life?
Starting my own business.
What’s the best way to deal with failure?
Every failure is a lesson and every end is a beginning. Failure will teach you more than success ever will so learn from it and move on.
How has the Pakistani fashion industry changed over the past years?
Five years ago there were no fashion weeks and 10 years ago there were no fashion institutions. Fashion did not exist on TV two decades ago.
How does it feel to be one of the leading names in the Pakistani fashion industry?
It feels great but there is still so much more to do. I cannot rest on my laurels yet.
How did Frieha Altaf — the fashion guru — come into being? Describe your journey for us.
I started out as a model about three decades ago but realised that the fashion industry was very disorganised back then. I then became a choreographer, publicist and TV producer. Eventually, I started my own modeling agency as there was no proper platform for people who were interested in modelling. I even did the very first red carpet of Pakistan which has now become a trend across the country.
How did your interest in fashion and accessories come into being?
I had it all my life. My mother was very fashionable and used to go to salons and dressed up a lot. I just naturally followed in her footsteps.
What’s your personal style?
It’s eclectic! I like to be Bohemian one day but switch to classic the next. I believe one should be able to carry what one wears.
Who is your favourite designer and why?
For eastern wear, I love Misha Lakhani and Faiza Samee and Sana Safinaz, Maheen Karim and Shehla Chatoor for fusion wear. Micheal Kors and Umer Sayeed are my favourites in western wear.
How has doing what you do changed your life?
It has made me who I am today; famous and successful yet still ambitious and humble.
Any advice for aspiring female designers?
Work under established designers and learn as much as you can before starting your own business.
Frieha Altaf
Fashion guru
Published in The Express Tribune, Ms T, June 8th, 2014.
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