Ayesha Shoaib Malik

Fashion Designer, Entrepreneur, and Style Icon

BRIEF INTRODUCTION:
At ASM, we believe in designing bridal couture and formal dresses for the women of today.
Our dresses are ensembles of artwork with a combination of contemporary designs, making
sure that comfort and quality should not be compromised.
My approach to ASM is similar to my personal life. I believe in honesty, hard work,
and prayers! With a wonderful team who supported my philosophy, I have reached where I
am today.

SECTION 1: FASHION JOURNEY
what sparked your passion for fashion, and how did you transition into designing?

My mom’s love for fashion inspired me from a young age. She’d even match my shoes to my
outfit! I’ve learned a lot by experimenting and studying different styles. That’s why I already
had this passion for fashion experimentation.
Section 2: Inspiration & Style
who or what inspires your design aesthetic, and how would you describe your style?
Oscar de la Renta, Alexander Mcqueen, and Coco Channel are my favorites.
I find inspiration everywhere – nature, art, music, sometimes a feeling or memory
even the streets of Lahore! It’s all about keeping your eyes open and finding inspiration in the
most random things.

SECTION 3: CAREER HIGHLIGHTS
What has been your most notable collection or project to date, and what made it special?

My recent collection of luxury Sarees featuring Resham has been inspired by sophistication and allure. I sought to create a modern interpretation of traditional techniques, blending timeless elegance with contemporary design. This ethereal collection epitomizes grace and timeless beauty, which makes it special and Perfect for any occasion

SECTION 4: FASHION INDUSTRY
How do you stay updated with the latest fashion trends and forecast future styles?

I think it’s super important to stay on top of the latest fashion trends and predict what’s coming next. But ultimately, I trust my gut and let my creativity guide me to design something truly new and exciting.

SECTION 5: PERSONAL LIFE
How do you balance your personal and professional life?

Balancing work and life is always tricky. However, I have specific work hours and avoid Blurring the lines between personal and professional time. And I try to make time for myself by having regular breaks and downtime to recharge.

SECTION 6: DESIGN PHILOSOPHY
What drives your creative process, and what values do you incorporate into your designs?

I love creating unique, stylish clothes that feel both luxurious and youthful. I pay attention to the details and make sure each piece is perfect for the person wearing it. Quality is important to me, and I want everyone to feel amazing in my designs.

SECTION 7: PAKISTANI FASHION
How do you think Pakistani fashion has evolved, and what role do you see yourself playing in its growth?

Pakistani fashion has taken off lately! We’re seeing new styles, fabrics, and techniques inspired by global trends.
Thanks to social media, our designers can now share their work with the world. I want to be part of this exciting journey by blending traditional and modern styles and focusing on high-quality work.

SECTION 8: CHALLENGES & SUCCESS
What challenges have you faced in the fashion industry, and how do you measure success?

Well, balancing creativity and business wasn’t easy. But my team and I are a great bunch, and we work together to make dream dresses. I feel successful when I can create designs that I love and that my customers love too. It’s a team effort, and I’m grateful for everyone who’s part of it.

SECTION 9: ADVICE
What advice would you give to aspiring fashion designers, particularly women, in Pakistan?

I would suggest one needs to stay updated on industry trends and never stop learning and experimenting with new ideas. While formal training is helpful, finding your own unique voice is key for any young designer and you can make a big impact on Pakistani fashion.