Saadia Asad continues to reign supreme as one of the most demanded designers in Pakistan. We deep dive into her creative process for Noor Eid Luxe Printedkari 25. Scroll down to read.
How do you compete with yourself as a brand? Is innovating a better collection than the last one a challenge for you and the team?
Competing with yourself is about embracing constant evolution, finding new ways to innovate, and never resting on your laurels. It’s a journey of continuous exploration and passion. Every season, my team and I look at what we’ve done before and think, how can we take this in a completely new direction while staying true to our philosophy? This helps us grow and evolve with each new collection becoming a better reflection of our ever-developing vision.
Your last winter collection placed a strong emphasis on Kashmiri embroidery techniques. What takes center stage in this collection?
This year’s Noor Eid Luxe Printedkari is a vibrant celebration of the season, blending the timeless appeal of intricate embroidery with the bold energy of striking prints. The collection draws major inspiration from the fluidity of nature and simplicity of modern geometrics to evoke a sense of joy and freedom through every single ensemble.
Why was Thailand chosen as the location for this campaign’s shoot, and how was it different from previous shoots?
The diverse and stunning landscapes, luxurious architecture and far eastern culture always set the perfect tone for our campaign and truly compliment the serene, romantic vibes of our designs.
The campaign has been shot against the unique backdrop setting of Natural Café, unlike last year’s more urban, high-fashion locations, this shoot embraces a laid-back-tropical aesthetic that captures the essence of summer in a more grounded, authentic way. The bamboo environment highlights our commitment to eco-conscious lifestyle and creates a striking contrast with the vibrant designs, adding depth and a sense of harmony with nature to the overall campaign.
Can you share any behind-the-scenes insights from the creative process of designing this collection? What was the team’s biggest inspiration?
The main crafts that really inspired us to come up with this incredibly beautiful capsule are the classic botanical illustrations and the handmade vintage laces. With a contemporary approach towards these iconic elements we graphically juxtapose them against each other in a harmonious manner to reimagine them with a modern twist.
In recent years, the focus seems to have shifted from following trends to exploring deeper social narratives through fashion and styling. Do you see this shift, and how does it influence your approach to campaigns?
Oh yes, fashion has majorly become a bodily practice that speaks to the profound connection between what we wear and how we experience the world through our bodies. It’s no longer just about clothes as external coverings or symbols of status. It’s about how our wearables are interacting with our sense of self, movement, and identity. The way we dress, and the way garments shape our physicality, all of this has transformed fashion into a lived experience. So, to stay relevant, through each campaign we try to portray a complete lifestyle that our potential consumers either relate to or aspire to attain.
Noor by Saadia Asad boasts a signature style loved by a loyal clientele. Having said that, evolving designs and processes are a part of any expanding business, how do you approach that?
Staying true to a signature style, while adapting to the evolving nature of fashion is a balancing act. At Noor, we honour our foundational aesthetics, stay connected to and innovate thoughtfully. We try to keep an open line of communication with our audience in the form of consumer feedback. Through this continuous yet thoughtful process, we navigate the future while remaining steadfast in our core identity.
