Attire Accessories - Feb/Mar 2019 (Issue 74)

PROFILE 99 design, so each sketch is an interpretation of an abstract vision. We all see the world differently, and I celebrate that. My main inspiration is architecture and my latest collection has definitely been inspired by nature, which I’ve translated into abstract form. In the past, I wasn’t especially interested in colour, whereas now it’s become an obsession and something of a hallmark for Basma Design. I’ve developed a profound interest and respect for the power of colour and the impact that it can have on mood, as well as flattering different skin tones. Fashion and art have no rules and should be fun and therapeutic, so fusing the two is real alchemy. I suppose each collection is an experiment for me, as I consider the design studio and the mixing of colours a true playground. How often do you launch new lines? I’m very sensitive to the challenges of independent retailers and believe mutual support and respect between brands and stockists is crucial, especially in the competitive market today. As such, I’ve designed two separate and distinct ranges: one for retail and another one exclusively for trade. I’m mindful that there is no sense in a stockist competing with a brand’s website collection, so they need to offer that exclusivity. I launch about two collections a year across both ranges. I believe in slow fashion and transparency – customers want to know who made their clothes. Manufacturing in small batches and producing on a small scale in England takes longer, but I refuse to make any compromises on quality, so I like to be able to oversee all quality control. What are your current best-selling designs? It changes depending on the market and audience, but the Peony Bloom has always been a favourite; pink is such a flattering hue. The Peach Ombre was especially popular during the summer. It’s such a warm and happy colour and lent itself well to the shades of red, orange and rust as summer became autumn. As the clocks turned back for winter, I noticed an increased interest in the Midnight Blue – an iconic design that contrasts bright yellow on a deep navy background. When was the website launched, and how does it support the business? It was launched just over a year ago, and it gives an exposure to the brand story and the products. The editorial content also gives an insight into the DNA and ethos of the brand, while the blog explores some interesting themes relating to art, fashion, design and trending topics. It’s a creative platform in its own right and serves as a hub for both the retail and wholesale dimensions of the business. It acts as a shop window and an information hub for the story behind the brand. What have been the key milestones in the business? I have just finished my first year in business and have lots of wonderful highlights. The support from the fashion industry has been very encouraging as artisan creations seem to be the new luxury in terms of aspirational and intelligent shopping. It can be daunting to put your fears aside and embrace a passion and vision at times, so the positive attitude of the fashion press has also been a major boost. Basma Design was featured in the September issue of Vogue , as well as CN Traveller and Tatler , which is a big deal for an emerging designer. More recently, we’ve had some very encouraging support from influencers on social media, which bodes well. It’s been a steep but rich learning curve. Do you have any thoughts on how Brexit will affect your business? I’ve tried not to invest too much energy in this drama, as there is not a great deal any of us can do about the outcome. Whatever transpires will obviously affect businesses for some time, but then there are always challenges to running a business. My view is that running a tight ship and delivering an exceptional product should override any challenges arising from this change in trade relationships. I think certainty will go a long way to restoring consumer confidence, even if it hurts for the short term. Interestingly, I recently read a global survey by Barclays Corporate Banking – ahead of Brexit – which stated that 39 per cent of international consumers prefer to buy British products. Moreover, the fashion industry is hailed as the pinnacle of quality merchandise, so international consumers consider a premium price justified. So yes I believe the attitude is shifting. Apparently 51 per cent of international shoppers would hold out for a British product rather than buy a non- British item. That sort of statistic really excites me. What are your future plans for the business? I’m excited about the year ahead and have a few plans to expand the brand – more on that later! I always like to challenge myself as that fuels creativity, so I’m already working on new designs with a new palette. Basma Design’s signature is big personality, bold designs and bright colours, so my future creations will channel this through new moods and some muted shades to offset the brights. BASMA DESIGNS T: +44 020 8133 1523 W: basmadesign.com @basma.design