In this interview for L’Officiel Monaco, Alina Anwar shares insights into her creative process, the challenges she has overcome, and her vision for the future of Alina Anwar Couture.
Alina Anwar, the Dubai-based fashion designer and founder of Alina Anwar Couture, is renowned for her sophisticated yet visually stunning gowns and elegant suits. From a young age, she was captivated by watching her mother and grandmother dress for special occasions, which fueled her determination to pursue a career in fashion design. As the youngest designer to gain fame among celebrities in the United Arab Emirates, and the first globally recognized fashion designer from Pakistan, Alina has quickly made her mark on the international fashion industry. Her journey is a testament to ambition, creativity, and a relentless pursuit of excellence.
1. What first inspired you to pursue a career in fashion design, and how did your early experiences shape your creative vision?
I was always fascinated by the idea of fashion. Fashion has always been my passion since I was young. Even as a young kid, I used to like designing dresses for myself and learning about them through different fashion magazines apart from my studies whenever I had free time. I always knew that fashion would definitely be my future career when I grew up. Moreover, my mom has always been my biggest inspiration for starting my own clothing label. Her elegance and persona pushed me to create my own identity in fashion. I have always looked up to her as an inspiration.
I also liked watching my Mother and Grandmother dress for special occasions. My grandmother knew a lot about the technical details of stitching, and she used to stitch her own clothes sometimes, while I enjoyed watching her do it. I guess it pushed me to follow my dream and pursue a career in fashion design.
2. How does your Pakistani heritage influence your design aesthetic, and how do you incorporate it into your collections?
From colourful pieces to contemporary fashion trends, traditional clothing in Pakistan is characterized by vibrant colours, intricate embroidery, and elegant silhouettes that reflect the country’s cultural diversity. Pakistan offers a unique and diverse blend of traditional and modern styles that reflect the region’s rich cultural heritage. This kind of diversity is reflected in my work, which often leads to creating visually stunning and culturally rich colourful beaded and thread embroidery pieces. The younger generation of Pakistan prefers traditional fabrics like silk, chiffon and velvet. So, I like using all these kinds of fabrics while designing my new collection.
3. As a young designer in the UAE, what were the biggest challenges you faced, and how did you overcome them to build your brand?
Challenges are a part of daily life, and I believe you face them at every step of your career. Nothing comes easily in life, but how you deal with and solve them matters most in the end. The most challenging part until now was COVID, when I had to keep all the team members motivated and positive. Things were uncertain and unpredictable, yet I was always confident that the time would pass through and we would be back on track. Things were slow in terms of celebrity placements as well as sales. Getting the right people in your team and taking them together as a team is the most crucial step for any business to succeed. If you have the right and motivated team, nothing can stop you from achieving what you desire.
4. When designing for high-profile clients like Mariah Carey, what is your creative process,
and how do you ensure each piece reflects their personality?
I am a luxury evening wear designer – competition is intense in this field, but I believe I stand out by offering something unique – my designs are classic yet contemporary, with sharp, modern cuts and beautiful detailing. I also provide quality – quality in craftsmanship and exclusiveness, which brings uniqueness. I try not to compare myself to anyone else; my only real competition is with myself when designing clothes for high-profile celebrities worldwide. I design to empower women, making them feel beautiful and confident. My versatile collections are designed to
enhance the features of the wearer but never outshine them.
5. Empowering women through fashion is a central theme in your work. How do you translate this vision into your designs?
I aim to empower women through powerful dressing and set them on a path to personal freedom and endless possibilities. I stand for female empowerment and women supporting each other. I design with women in mind, and I always think about how I want women to feel while
wearing one of my designs and how I can bring out the best in them. Empowering women to feel great about themselves is something I strive towards.
6. With your sights set on opening a flagship boutique in Dubai, what are your long-term goals for Alina Anwar Couture?
Apart from opening a flagship boutique in Dubai, I want to stock my brand in prestigious departmental stores in Europe and the United States of America in the next five years. I also want to dress celebrities like Beyonce and Zendaya in the near future.
7.How do you balance traditional elements with modern fashion trends in your designs?
As a designer, I always keep up with trends, whether that is what is currently on the catwalks during Fashion Week or in magazines. However, I believe that in order to be truly unique and create something special, you should always follow your own instincts and create something that you love and are proud of. This way, no matter how the trends change, you will always have stayed true to yourself.
8. What advice would you offer to aspiring fashion designers who want to break into the industry?
One should always follow one’s passion. If hard work is involved, there is no way that one will ever succeed. Choosing the right people for your team is something that every young entrepreneur should consider when starting their own business.
