From the Runway with Najwa Imran
Najwa Imran
Najwa Imran has been designing and working in fashion under the aegis of her eponymous label since 2009, she graduated in computer Graphics from the college of Art & Architecture and fashion designing from DXB. Her label includes a Prêt a Porter line and formals.
Everything made under the label are the inspirational digital prints on pure fabrics..... . Indeed Najwa Imran is best known for infusing her label with attention to detail, innovative cuts, silhouettes and tailoring.
Najwa Imran being a middle east designer focuses on creating unique pieces based on a fusion of cultures and reflects the multicultural experiences. Her Brand is based in AbuDhabi and includes western and eastern ready to wear and formal attire. Her heavy and formal work is exclusive only by appointments in UAE. She finds design inspiration from personal interactions to books ,art ,music to travelling.Her digital prints are mostly inspired by Royal vintage themes......her all designs infuses the Retro prints into new trendy prints and styles. She says about her collections that all collection and theme of my prints always have a message behind.She believes strongly in the individual characteristic of women and draw inspiration from them.
Digital prints are the special trademark at her brand.She is introducing the innovation of retro 70s cuts into a fusion of modern designs with a new theme of silk prints and heavy Middle Eastern party dresses.
1) Why did you decide to become a fashion designer?
Being a part of middle east throughout my life i had an opportunity to have all type of nationality friends..it has given me a great exposure towards different cultures and their lifestyles... i used to design my own outfits to look different from them since i was in 7th grade...
I used to make my own prints and dress designs ...so it was my childhood passion.though i was Pre engineering student but i had always a love for clothes....i used to create nice designs for my Arab friends too in my school days ...so i decided to do graduation in Graphic Designing and later on fashion designing when i moved to Dubai.
2) Do you consider it more difficult as a designer to reach certain markets and targets being based in the Middle East?
It is a challenging industry,you need thick skin and solid business model,as well as talent and creativity in design itself.You should know your target market and create your designs accordingly .Its again a science from making your patterns to how to market them towards your targeted clients.
3) Who is your target market?
My targeted market is chic and elegant women with a taste for progressive fashion and Dubai is a key market due to the vast number of consumers and their significant spending power.
4) Do you believe the fashion industry in the U.A.E is thriving?
Dubai has ranked second most targeted city for international retailers ..DDFC Dubai design Fashion Council creating global opportunity and invigorating a world-class design community in Dubai. They are establishing a frame work for the industry,that will position DxB as an international hub of design. They are offering excellent infra structure for brands to make the most of the significant consumer base here.
5) What are the challenges you may experience and how do you overcome them?
The biggest challenges are competition on prices/competition on awareness and a flooded market where it is difficult to innovate. To overcome these challenges you should make the right product/this product should cater to what your core customer wants,in a way that no one else is doing it or it can be designed uniquely so that it's difficult to copy. Second, figure out where your core customers are and how to compel them to purchase your product. Third, why do they need your stuff? if you can create something superior ,though you will earn business accordingly.
6) What is your favourite part about being a fashion designer?
Well, fashion designing is a whole process and it's difficult to pick the part I like the best but I think the most favourite part is when your designs and drawings translated into a real piece, a finish product when they go on shoot or on stage for the show.
7) What skills are important for a successful career in fashion design?
INNOVATION which requires creativity alternative thinking to develop new ideas
ATTENTION TO DETAIL which requires careful minor details and thorough in completing the product
ADAPTABILITY/FLEXIBILITY/STRESS TOLERANCE which requires to accept all positive and negative criticism and dealing calmly and effectively with high-stress situation.
8) Do you have a specific research process when you start a new collection?
YES, I always pick one theme for my new collection and research on it first...Vintage has always been a very strong trajectory in my prints ...I reintroduce the sense and sensibilities of vintage in my prints and re invent them in a contemporary style that very much speaks and reads as quintessential glamour for today.
9) Who inspires you the most in fashion? Anyone who stands out?
Elie Saab a Lebanese designer ..i like his work
10) How do you stay up to date with fashion and where do you take your inspiration from?
I do attend FFWD shows and presentations /fashion talks which are very much informative to get an idea where the fashion world is heading towards... Anything can be a source of inspiration,imagination is important to be able to create but one must also be inspired by everything around them whether its nature art or people around you.
11) Do you believe in collaborating?
Yes ...I believe that two or more than two brands when they collaborate, expand their reach and put their stamp on new types of products and supercharge innovation moreover consumers are increasingly more receptive to the collaborative approach.
12) What fashion week or showcase you believe was the best outcome for you and why?
I Guess whatever shows I have done in UAE and outside UAE in 5-6 years they all were different for different targeted clients..I work for Asians/Europeans and for Locals Arabs ...I do design accordingly and keep my own fusion style in it so far I got a very good response.
13) What advice do you have for up and coming designers?
When you enter in fashion field always make something new and your own to show your own identity along with this perseverance and ambition are very important in overcoming obstacles....so first get some experience at designer houses rather launching your own brand it will help in building up your strong brand in future and beneficial in avoiding pitfalls in the future.
14) What does the future look like for Najwa?
NAJWA IMRAN is growing according to a plan as both expansion and evolution are the main priorities to me. Being a part of Middle East I have lots of plans to grow with UAE fashion market .
