Sky is the limit for Laila Ali

Model talks about embracing Pakistani fashion world in just a little more than a year in the industry

LAHORE:

Lifestyle brands from across the world are gradually making a shift from celebrity endorsements to new, fresh faces. While the marketing power of a popular brand ambassador is undeniable, many fashion houses seem to have realised that the endorser’s star power can take away from the brand itself.

Consequently, the Autumn-Winter 2015 campaigns by Gucci, Prada and Celine all feature models that are relatively under-the-radar, instead of the Hollywood A-listers who usually grace their pages.  Here in Pakistan, many design houses are falling suit, cultivating fresh new talent as they go and one individual who is soaring high on the winds of change is model Laila Ali.

In just a little over a year, she has already worked with renowned brands like Toni’n’Guy, Sapphire, Tena Durrani and Mausummery Lawn. “I had been modeling for friends earlier but never considered it as a serious career until a shoot with Bareeze about a year ago,” shared Laila in an interview with The Express Tribune.  Ever since then, Laila’s career trajectory has shown no signs of slowing down. “Work started pouring in quite fast after that and I am enjoying myself a lot,” she added.



Although most of Laila’s assignments have been limited to print campaigns, she has also walked the ramps a number of times over the past year and is keen on expanding her horizons in the fashion industry. “During shoots, the dynamic is very different as it is just the makeup artist and photographer that you are working with,” shared Laila. “But for ramp shows and fashion weeks, there is a lot more going on. It is entertaining and overwhelming at the same time.” As a model, she is very hands on and likes to be involved in the shooting process as much as she can. “There is so much to learn and I am having a lot of fun discovering new things as they come along. I have learned loads from photographers Ayaz Anis and Muzi Sufi. They are both amazing to work with.”



Laila’s impressive roster of shoots include both Eastern and Western. She is one of the few models who can sport a kurti as beautifully as a long skirt and her tan skin makes her stand out amongst her porcelain-complexioned contemporaries. “I am very comfortable about who and what I am and encourage everyone to be that way,” said Laila. She has always had a knack for fashion and believes there is nothing that it cannot fix. “I have always been into it and would love to run a fashion house sometime in the future. But for now, I am focusing on modeling only.”

In Pakistan, where Karachi and Lahore are the hubs of all things fashion and culture, Laila has managed to overcome geographical limitations and launch a steady career from her hometown Islamabad. “Not every brand is willing or able to have their models fly in and out and provide them with accommodation,” explained Laila. “Most of them work on very tight budgets. Therefore, I consider myself very lucky to have received this much work despite being in Islamabad.”

Published in The Express Tribune, August 5^th, 2015.

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