Nadda Salim has been in the fashion field since 1995, has helped set up and launch some famous retail brands. She’s worked as Head Designer with Fashion stalwarts like Zahir Rahimtoola (Labels) and Asad Tareen (The Designers & Maysoon). With every new experience a different design philosophy or target market requirement has taught her to “know the client” for best results. She’s also been supplier and stockists with both these retailers.
A thorough professional, highly skilled and qualified designer who studied ‘Art & Design’ as well as ‘Design & Communication’ in school before venturing into Fashion Design for her Bachelors. A graduate from Pakistan Institute of Fashion & Design (PIFD) – formerly known as Pakistan School of Fashion Design (PSFD) – an affiliate of La Chambre Syndicale de la Couture Parisienne, France. The importance of this institute can be gauged by the fact that all fashion houses in France must register with ‘l’ecole de la mode’ to showcase anywhere in that country. The standards and competition of this institute are known to be very high plus the graduate list from ‘l’ecole’ includes top European designers such names as YSL.
Nadda also attended London College of Fashion (LCF) for a course in ‘Fashion Forecasting’ since it was a subject that intrigued her and she later freelanced and contributed articles & seasonal forecasts to FAQ magazine. Another area of design that she dabbles in is Jewellery Design and she has won a much coveted Gold Jewellery Design Competition held by World Gold Council & ARY.
Currently involved in Fashion Education, she’s a faculty member at Asian Institute of Fashion Design (AIFD).
Nadda Salim designs both eastern and western wear but loves doing western wear. Her eastern wear is a mix of traditional elements with a modern twist since the era of the traditionalist is more or less in the past now. This understanding and her slogan of ‘desirable functional clothing’ is the reason why Nadda has carved a niche for herself and has a diehard clientele who swear by her aesthetics no matter what the occasion. The designs or her fashion studio are worn by exclusive clientele all over Europe, Canada and USA.
In an exclusive online interview with ‘The Kashmir Scenario’, Nadda Salim Adamjee talks to Rameez Makhdoomi.
Tell us a bit about your childhood?
I had a wonderful, carefree and safe childhood growing up with two brothers. We travelled a lot since our young age as our parents philosophy was to educate us through exposure to the world. My parents were always supportive of whatever we wanted to do; dad would give us the pros & cons of everything but we were allowed to make our own decisions even if they didn`t agree with our choice. Being an air-force child I grew up at various air bases. My father (A/M Salim Arshad) was in Pakistan Air Force (PAF) while my mother (Ricky as she’s known) was always (& still is) in Education. She’s Masha-Allah a Superwoman.
How was the education career like?
Until class 8th I was in PAF schools after which my father was posted to UK for some years so I was lucky enough to do subjects like CDT (Craft, Design & Technology), Design & Communication, Art & Design, Business Studies etc for my GCSEs. Once we returned to Pakistan it was very difficult to adjust again to the mindset of schools and teachers .Very few subjects were available for A-levels and it wasn’t about ‘learning’ it was about getting A grades only. Anyway cutting long story short, I had feeling during my A-levels that I wanted a career in something creative; Art, Photography, something design related or even Journalism, as I considered that to be creative writing. I was not 100% sure of what I wanted to do. Fashion was a total fluke that happened due to the right timing of the College entrance test of Pakistan School Fashion Design (PSFD) .The creative and uniqueness of course aspired me to join it. Once I was in I really enjoyed it and never looked back. I did have a few NCA teachers who always told me that I should pursue Art instead but I stuck to Fashion. After graduation my first job was for LABELS in Karachi as their Head Designer. After a couple of years of working I did Fashion Forecasting from London College of Fashion and then for the next 3-4 years I got into Fashion Education. I am proud to say quite a few new designers have been my students. I got back into designing when Asad Tareen (The Designers) approached me with a partnership offer I couldn`t refuse the same. I set up and launched ‘MAYSOON’ and eventually started my own online brand NADDA catering to desis(natives) abroad. I started an online Pakistani store (www.NaddaSalim.com) before anyone else did, way back in 2007. At that time you only saw Indian websites for desi clothes. I launched a Facebook page simultaneously (www.facebook.com/naddastudio) and decided to only target expats but when those clients started telling their relatives to visit my store I had to start catering to the local market too. Eventually I started supplying to ‘THE DESIGNERS’ in Karachi and ‘SHABI’S’ in Richmond Hill, Ontario (Canada).
How difficult it is to be in fashion industry in Pakistan?
Pakistan fashion industry has grown tremendously in the last 8 yrs. It isn`t difficult to be in fashion here but it is certainly competitive now much more than before. It also depends on how you see yourself within this industry and where you want to be. It also depends on your personality and your priorities in life. Fashion Industry has always been a bit fickle and clannish. Some ride on other peoples back to ‘make it’ while others work hard deserve everything they worked for and some just let their work do the talking, Marketing & PR are certainly a big factor in this industry.
How do you envisage future of Pakistan?
I want a fair, merit-based, just Pakistan where no one is above the law and people are not divided into ethnic or religious groups. A tolerant Pakistan proud of its history, a Pakistan where everyone is equal citizen and good education for all Pakistanis.
Who is your role model?
I don`t have a role model but there are a few ladies I feel inspired by; Anna Wintour (US Vogue Editor) for constantly pushing the boundaries & being a perfectionist (like me), Nina Garcia for wearing so many hats and doing justice to every single one of them, Freiha Altaf, Vinny & Nadia Hussain for the same reason. And my mum for always learning new things and for being the most active person I’ve ever come across (mashallah).
What are specialities of your design house?
Specialities of NADDA include our prêt at amazing prices. I also introduced the concept of Budget Brides where we make bridal outfit for under Rs1.5lakh without compromising at all on quality. We also do complete packages for Bridal Trousseau, Bridesmaids and Bridal Entourage.
How is the cooperation of family like?
My family has always been very supportive. My parents, in-laws and hubby are all 100% behind me. I’m mashallah lucky that way.
How the thought of starting Pakistan’s first western wear did come?
I started with Western Wear way back in 2000. At that time the market was too small for a western brand. So I had to introduce Eastern Wear for the business to work. It has changed considerably since then considering our young demographic. This time I decided to import a European brand as opposed to made in China/Thailand which is readily available here. Layers Paris is a brand which I introduced end of last year in Pakistan just for a feeler. Because I got a good response we will be launching it officially sometime this year.
What is your message?
Live your dream and never give up. Always prioritize what is most important to you.