T-Diaries: Zohra Alam

In the life of Zohra Alam

A glimpse into the world of Pakistani powerhouses

Tell us why you chose to be a fashion designer?

Clothes have been my passion ever since I can remember!  People’s confidence in my taste encouraged me to enter the commercial market. I enjoy the design process, making people look good, and seeing my hard work and ideas come to fruition.

What makes you different from your competitors?

I design for the average-sized Pakistani woman, keeping in mind her need to look fashionable while maintaining a balance between shape and style. I cater to every age group: from the teenager who wants a fusion cut, to the more mature clientele who desire an elegant look.

What inspires you?

I derive my inspiration from art and all things aesthetic. This serves as a catalyst to my creative process, which I incorporate into my work.  I take ideas from my surroundings and sometimes the most insignificant details will capture my imagination. This inspires a mood board which matures into a print and finally evolves into the complete product.

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

For starters, the darzi culture has been replaced by prêt-a-porter.  Women are now ‘on the go’ and want clothes to reflect their lifestyles. The fashion industry has fully capitalised on this change, giving women prêt in every clothing category from casual to semi-formal to formal.

You are a working woman with a husband and children. How do you maintain a work-life balance?

I have an excellent support system in my family which enables me to maintain that perfect balance between wife, mother and businesswoman.  My strength has been my husband, who has always encouraged me to achieve my goals  — whether work or personal.   My children, being relatively younger in age, still need my time and presence which I am able to give them as I work from home.

The Superwoman Syndrome is the desire to do everything perfectly, without any time to yourself. What do you have to say about that?

The transition from being a lady of leisure to a working woman in the span of two years has considerably cut into my ‘me time’. Despite my hectic day-to-day schedule of juggling various responsibilities, I still have the energy to spend quality time with family and close friends. This is my formula for unwinding and de-stressing.

Who is your favourite designer and why?

My favourite is Sabyasachi, for his ingenious, chameleon-like ability to change a mere piece of cloth into a work of art. I also like Faiza Samee for her colour palette, Bunto Kazmi for her traditional embroidery and Shehla Chatoor for the modern bridal look.

How did Zohra Alam the brand come about?

The Zohra Alam brand came about from the realisation that digital print is the new phenomenon. Producing and creating digital prints proved to be my biggest forte.

Any advice for aspiring female designers?

Being relatively new in the fashion industry (and a complete foodie), my best advice to newcomers is a recipe for creativity: a potful of originality, a cup of perfection, a spoonful of passion, a dash of style, and a garnish of eccentricity. The dish will be ready to be served then!

Zohra Alam

Fashion Designer

Published in The Express Tribune, Ms T, October 12^th, 2014.