Sadia Siddiqui, who has spent much of her professional life as an entrepreneur, was born in Pakistan but later relocated to London. She graduated from Royal Holloway University with an MBA in Business Marketing. Before relocating to New York, he attended the University of London and lived there for nearly two decades. Sadia began her career in fashion when her son Jansher was born, according to her. Sadia's entrepreneurial nature and desire for a more diversified fashion scene prompted her to enter the fashion industry and create Caramel, the first true Asian modelling agency in London, despite not having studied fashion design. "My first step toward a career in fashion was caramel." In an exclusive interview with Instep, she says, "I thought that Asians did not have appropriate representation in the world of modelling at that time in London."
"There was no such thing as a brown-faced agency." South Asians are the largest ethnic group in the UK, but we are underrepresented in the fashion industry. Caramel provided adequate grooming and advice to young Asians who wanted to pursue a career in modelling. "I operated the firm for seven years before deciding to move out and evolve in a new creative direction," she says, adding that she also founded the Fashion Parade to honour South Asian designers in a unique way.
Sadia, a creative director, brand strategist, and designer, recalls being the tough middle kid (one of five girls) who has always loved fashion. She just debuted her high-end clothes line, NACS, Not A Clothing Store, which was influenced by Brooklyn street flair.
We reached out to the vivacious Sadia Siddiqui to learn more about Fashion Parade and her design business, among other things.
Instep: What drew you to this field in the first place?
Sadia Siddiqui: I used to spend hours creating look books for Archie comics' Betty and Veronica. Fashion is such a great way to express oneself, and it's always changing. You have the freedom to attempt new and diverse things. I wasn't inspired by anything in particular; it just came naturally to me, as if it were an extension of myself. As a child, I was always creative, and I believe that creativity does not require formal training; either you have a creative eye or you don't.
Instep: What was the inspiration for starting Fashion Parade, and how has it progressed?
S.S: Fashion Parade was created to honour South Asian designers and to exhibit the world the brilliant, colourful, and unique works of South Asia. Fashion Parade's triumph as the first of its kind celebration of South Asian fashion and art made international news. Through its runway events, Fashion Parade has tried to highlight South Asia's potential. It not only aided in rewriting the narrative about Pakistan, but also in correcting the unfavourable notions of our region that had been instilled in the international community's minds by western media.. This was a new entry point for the international press into Pakistan and India, where they were welcomed to sit in the front row and witness the promise of South Asia in the fields of fashion, design, craft, and art. The fashion show received rave reviews in the press, with WWD calling it a "great twist on stunning costumes and craftsmanship" (WWD, 2019) and the South Asian Times calling it "a major success at Christie's." CNBC praised my role as a promoter of diversity, saying, "In New York, India and Pakistan reach a detente through fashion."
Instep: You've been involved with PFDC for quite some time. When did you start directing PFDC shows, and what's ahead for you?
S.S. : Sehyr Saigol attended one of my Fashion Parade events in London, which was hosted at the Mandarin Oriental. She was so taken with the show that she contacted me and invited me to come to Pakistan for a fashion week. We started conversing, and she asked if I wanted to work for PFDC along the road.
I thought this was a fantastic opportunity because I've always admired her work and contributions to the fashion world. I knew it would be a difficult assignment at first because I was an expat, and it's not easy being a newbie to an established industry, especially if you want to add fresh ideas and thoughts. Overall, I think it's been a fantastic experience, and I'll always remember my time on this platform. For the time being, I'm focusing on PFDC Fashion Week 2022. The council plans to create some fantastic digital content this year, and the entire event will be a visually engaging experience. Keep an eye out for the show; it'll be thrilling!
Instep: How has working on fashion weeks in Pakistan been for you?
S.S. : Overall, putting up fashion shows in Pakistan has been challenging but extremely gratifying. I was promoting Pakistan in the fields of art, craft, and culture when I was in London. So returning to Pakistan and working with some of the country's greatest designers was a fantastic experience. Working with Sehyr Saigol, who I consider an icon and a creative genius, was one of the pleasures of working with the council and directing the shows — it's been a pleasure.
Instep: How has the adjustment been from directing shows to producing your own fashion show and now launching your own apparel line?
S.S. : It hasn't been an easy move. Retail is a difficult market; it's a beast unto itself. Because I am a creative person, whether it is through presenting a show, walking the runway, or designing clothing lines, creativity always finds a way to express itself. The transition has been one of learning, and there is still a lot to learn.
Instep: What is the philosophy behind NACS, your high-end apparel line?
S.S: NACS (Not a Clothing Store) is a Pakistani streetwear brand for the young. I relocated to Brooklyn three years ago from London and fell in love with the American street style. In reality, my personal style evolved and got more fashionable while remaining comfortable. During my excursions to Pakistan, I noticed a need for a unisex streetwear brand in the retail market. My streetwear brand has a very Brooklyn, New York aesthetic.Because the pandemic had such a negative influence on brick-and-mortar shopping, I felt it would be a fantastic moment to create an e-commerce streetwear company for Pakistan. Pakistani youth have become more aware of global trends because to social media. NACS was founded on the purpose of bringing luxurious, limited-edition, high-quality streetwear to the youth. All of our MOQs are very low, the material is of export quality, we design a lot in Brooklyn, and all of our specifications are in US sizes.
NACS' design philosophy is based on supporting individualism while also making a statement. It's a high-end streetwear label created for today's young who are non-conformists, have their own identity, are at ease in their own skin, and refuse to adapt to stereotypes.
Instep: What distinguishes your brand from other streetwear labels?
S.S. : NACS is located in Brooklyn and is influenced by the city's street flair. I was inspired by my surroundings and incorporated characteristics of New York into our design. Our brand is also only online and unisex. I believe that everyone, particularly young people, have the right to express themselves and not comply to society conventions.
Instep: If you could change one thing about Pakistani fashion, what would it be?
S.S. : The fit of an outfit is quite important to me, therefore that's the adjustment I'd like to see. I believe we place a lot of emphasis on the quality of the garments, but the fit and silhouette of the garments can be just as essential.
Instep: Fashion is becoming increasingly divisive in this country; what are your thoughts?
S.S. : I don't think it's just the fashion industry; everyone is becoming polarised, and everyone has an opinion. We live in a time when everyone has access to news, information, and technology thanks to social media. The youth are outspoken, have strong opinions, and freely express themselves. I believe in speaking your mind and standing up for what you believe in, but I am not a fan of the cancel culture. I believe that social media has the potential to magnify our errors and create disproportionate viewpoints. Also, I dislike the internet trolling mentality, when everyone wants to go on the bandwagon of tormenting, insulting, or simply deleting someone for making a mistake. We all make mistakes, I believe, but The trick is to learn from your mistakes, get back up, and try again.
Instep: What are your plans for the future?
S.S. : NACS is the plan for the future. That is my most recent project, which is a fresh new start-up. We all know how difficult and volatile startups can be, so to be completely honest, my whole emphasis is on NACS, nurturing it and giving it a chance to succeed. I'm excited to direct PFDC again, and I'd like to resume Fashion Parade, which was put on hold owing to Covid. Life is uncertain, especially these days, therefore I'm concentrating on my clothes business for the time being. Because the future is what you make it, I approach each day as a fresh opportunity to learn, grow, and strategize.