“Why is it that one must first get international acclaim before your own people begin to give you any recognition? Newcomers need a lot of support and guidance but don’t always get it. I started working here in 2008 but was struggling in oblivion until an international icon saw my collection online. Now that I am known abroad, everyone wants to work with me. Why doesn’t it ever happen the other way round?” asks Amera, a name not unfamiliar for international fashion buyers, but relatively new on the Pakistani fashion front.

Her outburst isn’t completely unjustified; there are many young people in all walks of life whose passion and commitment to their work brings them international acclaim before they have been appreciated on the domestic front.

But all that is behind her. Presently, Syeda Amera, a 20-something, owns a fashion house which includes prêt-a-porter, haute couture and bridals catering to a niche clientele. “I want women to dress in a style that complements their personality and it is important that the client carries the style with aplomb”, she says.

Her outfits are semi-formal and formal; rich and luxurious. A fusion between the East and the West, long shirts, capes, tops, pull-off dresses, tunics and a-line shirts embellished with Swarovski crystals, pearls, beads, sequins and feathers or handmade tassels of beads, resham and crystals, thread fringes to Russian braids, plain beaded to fabric fringes; in bright and deep colours on jersey, nets, silks, chameuse and net chiffon with digital prints — a dramatic statement in colour and cut. Or it could be a summer collection inspired by the ocean or one with a bohemian ’70s vibe; the designs are glamorous and ultra-feminine.

The designer shows at Gemsolar

Syeda Amera stands tall among her contemporaries, has been extensively covered by the local and international media, stocks in the UK, US and the UAE and is already looking at dabbling with retail

She prefers working with neutrals like fawn, gold and caramel. “Embellishments look beautiful, and enhanced on nudes, neutrals, fawn, camel and caramel,” she says.

The year 2014 began to fast-forward her fashion career. “I re-launched my label at Park Towers and did a show with help from Freiha Altaf which generated a lot of media response.”

“I couldn’t believe that I was representing my country at a forum where I was the first and only designer from Pakistan, and my work was selected along with that of Tony Ward’s among designers from 15 countries in an event covered by 40 top publications!”

Later that year, she showed in New York at the Pakistan Fashion Week and Mehwish Hayat modelled her line. This was when Amera was noticed and applauded not only by ELLE Magazine China, British Vogue and Glamour Magazine but the real breakthrough came when the global fashion icon Jessica Min Anh who spotted her collection online and handpicked her to represent Pakistan in Jessica’s 9th history-making show on a 100-metre floating catwalk on the Hudson River, New York City — a part of Anh’s series of catwalks at outstanding venues of the world including the Eiffel Tower, Grand Canyon Skywalk and London’s Tower Bridge.

“I couldn’t believe that I was representing a positive image of my country at a forum where I was the first and only designer from Pakistan, and my work was selected with that of Tony Ward’s for the finale of the event among designers from 15 countries all over the world in an event covered by 40 top publications!” she said.

“Earlier, this year, I participated in the Sunsilk Pakistan Fashion Week where despite being relatively new, I had the privilege of sharing the final day slot with Sana Safinaz, HSY and Sania Maskatiya,” says Amera.

By mid-year, Amera participated in the Fashion Parade 2015 in London, with Humaima Malick modelling her line this time round. Soon the British Vogue people wanted to feature her apparel in their August issue.

A model wears an outfit by Syeda Amera

Next came the most glamourous participation at the Gemasolar in Spain. Considering her previous experience with Jessica Minh Anh at the catwalk on the Hudson River, Amera was thrilled, yet overwhelmed at the response from the international front. “This was an amazing experience. Known for her daring and theatrical fashion shows, Jessica came up with the idea of a 100m futuristic catwalk; the world’s first solar-powered runway staged right in the centre of Gemasolar, against the cinematic backdrop of its famous central tower, surrounded by thousands of high-shine mirrors. It simply took my breath away,” she said.

Amera loves working with Nadir Feroze and Athar Shehzad, “I always wanted to work with Vaneeza Ahmed, but unfortunately, she doesn’t work anymore.”

Other than Chanel, she mostly wears her own designs. “I like Chanel for its craft, simplicity and elegance. However for casual wear I like Mango, Marks & Spencer and Zara. I love Louis Vuitton and Michael Kors for accessories!”

At 16, when she started her couture line, she may not have been so business savvy, but today Amera stands tall among her contemporaries, has been extensively covered by the local and international media, stocks in the UK, US and the UAE, and is already looking at dabbling with retail. “My apparel will remain limited to a niche clientele, until I figure out the right time to hit the masses. Once you are in the global market, the competition is very tough. Coming up with a new collection every season is a big challenge but exciting too. When you put your heart into something, you are curious about the feedback you will get. Slowly the Pakistani women are becoming fashion savvy, and developing brand consciousness and a fashion sense.Gradually the monopoly and the cliques in our fashion industry are vanishing so hopefully it will be easier for new entrants to get a grip on the local fashion scene.” There are exciting times ahead.

Published in Dawn, Sunday Magazine, August 30th, 2015

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