Attire Accessories - Feb/Mar 2019 (Issue 74)

98 What challenges did you face, and how were they overcome when starting the business? My biggest challenge is that I am new to the fashion industry, so I have been on a steep learning curve. I feel this will continue for some time as I chart unknown territory. Many successful brands and designers tell me they never stop learning, so I find this reassuring! Some of the hurdles I’ve encountered include finding suppliers and learning about the myriad types of silk and their distinct properties and suitability for luxury scarves. One of the more surprising challenges that I’ve recently faced has involved the material used for the swing tags. Seeking to imbue all aspects of the brand with a luxe appeal, I chose thick, luxury card as I thought it would look and feel more opulent. I was right – it does! However, I hadn’t anticipated the contrasting weight of the heavy swing tags with the sheer, weightless feel of the silk chiffon scarves themselves. For presentation, display and general appearance, I now realise I need to find a more appropriate material for the swing tags and will opt for something sustainable too. I’m working on this at the moment. What is it that sets you apart from your competitors? As an artist, I don’t shy away from competition but believe that an industry full of inspired creatives is healthy for all of us. Basma Design specialises in using the finest and best silk available in the market. We use Grade AAA silk chiffon, which I selected for its weightless and sheer properties and the unique, slightly rough texture that retains the sense of the brushstrokes of the artwork. The edges are traditionally hand-rolled to the highest quality with a contrasting colour, which is one of Basma Design’s signature qualities. Basma Design is an example of wearable art, weaving art with fashion and producing pieces to be cherished and enjoyed for a lifetime. The British manufacturing industry is something that I’m honoured to support by designing and producing all our scarves here in England, especially since I believe passionately in sustainability and supporting the local economy. The quality and expertise of local, traditionally made products can’t be replicated by a machine on a mass scale without compromises being made, and shoppers are becoming aware of this. Also, it’s well known that the stamp of Made in Britain is recognised as an accreditation and mark of high standards, so it’s a source of great pride to be playing a role in that. When you buy a Basma Design scarf, it’s a considered luxury purchase. And every single detail reflects that luxury. All our scarves are presented in a luxury white and gold embossed box, while each swing tag features an empowering mantra such as “You are amazing”, “You are beautiful” or “You are wonderful”. In doing this, I hope to communicate that personal and compassionate touch to each wearer and empower them to celebrate their individuality. I feel this love, personal touch and connection between the buyer and the person who made their scarf is a defining feature of what sets Basma Design apart from large international luxury brands. I think that’s partly why slow fashion is snapping at the heels of fast fashion and overseas production. Our scarves are classic, timeless pieces and an expression of beauty and creativity infused with a spirit of independence and a passion for design. How has the product offering changed since you started, and how would you describe your current collection? I’d describe my entire brand and the collections as timeless and not dictated by seasons. The ethos of Basma Design is the expression of individuality and the embracing of identity through wearable art, so I have never bought into the traditional fashion calendar. As far as designing is concerned, I do it intuitively. I don’t follow trend reports, and I don’t observe the fashion calendar. For me, fashion is about style and not trends. Two different people will style the same scarf with a completely different attitude, and I love that. Basma Design seeks to reinterpret the silk scarf just as you reinterpret the clothes you buy, and for me, individuality is one of the most precious gifts that my scarves can communicate. I see the world in linear form, shaped by my background in art and