Nosheen and Shabnam Rana, the two sisters behind the Lahore-based brand NSR, believe in bringing femininity and elegance back into fashion. The NSR label is already creating waves due to the elegance, sophistication and sleek silhouette of their designs. In this exclusive interview with Marium Deen, Nosheen Rana talks to fashioncentral about her personal style, sense of fashion and aspirations for her brand.
1. So let’s start from the beginning. Could you tell us a little about how you got into design?
My sister has been working for about 5 years and so I joined her.
2. Who or what is your inspiration?
3. What is the mood board of your collection?
My current collection, which is also my Eid collection, is based on floral patterns and bold colors mixed with pastel colors with a lot of stone work and sawaroskis. The collection is fresh and new, and is based on the idea of “glam dolls”: glamorous and sophisticated floral motifs form the backbone of my soon-to-be-launched Eid collection.
4. What was the first outfit that you designed?
I remember that it was a semiformal gown, which I created completely out of net and silk. I played with different buttons in the front, and a lot of pleating to add some drama. The feel of the outfit was somewhat vintage with a lot of oomph to make it stand out.
5. How would you define the style of your current collection?
My latest collection is according to the upcoming season, and because the season of festivities is coming up I am focusing mainly on semi formals and bridals. My Eid collection is also grand, opulent and very sophisticated.
In my new collection I have focused on materials such as net crochets, and pure silks! I have used pure chiffons and crinkled chiffons and embellished them in a vintage style with brooches and minimal embellishments.
6. How was the experience of showcasing your collection?
Every time I have exhibited a collection, I have had a really good response with customers appreciating the detailing and intricacy of the embellishments. My collections are also heralded for their dramatic cuts.
7. What is the role of fashion weeks in promoting upcoming brands?
Fashion weeks are a good platform for new designers to showcase their collections, and such platforms provide upcoming talent with a means to reach out to the media, and showcase their best collections to existing and potential customers. I haven’t participated in a fashion week so far but plan to do so soon.
8. Where do you see your brand in next five years?
I would like to be recognized as a premium fashion brand both in Pakistan and beyond.
9. What does it take to be a fashion designer?
I think to be a successful fashion designer, one needs to be a lot of things: a creative artist, a shrewd business woman (or man), and a craftswoman.
10. What is your latest accomplishment?
I have recently opened up my own studio in DHA Z block 2nd floor of building no 64 Lahore: this was a major turning point for me personally and for my brand, because I have been planning to open up a studio for a year at least. Having my own studio is essential to helping my brand grow further and to facilitate NSR in growing further.
11. What is the future of this industry?
The fashion industry is rapidly growing and I think that it will go really far: but the requirement of the industry now is extreme professionalism and an attention to detail.
12. How would you define your own sense of style?
My personal sense of style is an amalgamation of the east and the west, and of traditions and modernity. I am the kind of girl who would pair kurtis with jeans and sling on a purse on top, or pair jhumkas with a modern and minimal pendant and so on.
Designers Nosheen and Shabnam Rana reveal the secret of their Lahore-based brand NSR in an exclusive interview with Fashion Central.