Fashion DNA is a designer mentorship program for evolving and dedicated Pakistani designers organized by the British Council. The programme takes the format of a year-long intensive training, and includes face to face sessions, online sessions, UK catwalk shows and showcasing, Pakistani catwalk shows and showcasing. The program mainly focuses on sustainability and ethics, business (starting your label, internationalizing your label, production, international fashion systems, brand DNA, marketing, market positioning, digital, range planning), brand identity, digital presence, presentation, fashion image-making and communication and technical delivery (design skills).
Wardah Saleem is a textile design graduate from the prestigious Indus valley school of Art and Architecture and has seven years of teaching and advisory experience in the field. She already has a standalone boutique in Karachi, an online store and a growing business in Pakistan. This initiative will help build her brand according to global guidelines.
“This programme has helped us understand and incorporate the core business of fashion strategy,” said Wardha Saleem, who (for this collection) has adapted her signature ethnic aesthetic to Western silhouettes for a global market.
They will get a chance to showcase capsules at Fashion Scout-one of the largest platforms for new designers at London Fashion Week and will reveal their full collections at the two major fashion weeks in Pakistan - the PFDC Sunsilk Fashion Week (March) and Fashion Pakistan Week (April).
These designers have been working with leading UK mentors including Ruby Hoette (MA Fashion, Goldsmiths College), Toby Meadows (Author of How to Set Up and Run a Fashion Label), Malcolm Newbery (Malcolm Newbery Consulting) and Rebekah Roy (Stylist).