Aussie fashion with a hint of Europe
Wearable fashion with an edge – that’s what you’ll get from a new Aussie designer who’s just opened her first online store.
Anum Qazi has worked overseas with brands including Giorgio Armani and Ralph Lauren but had bigger things in mind in the wide world of fashion.
“The fashion industry had always been a passion for me and I was always going to be a part of it to express myself,” she says.
The label is Poshaaq, a brand name that originates from a few sub-continental languages and means apparel.
It’s ready-to-wear and has a hint of European flair, to set it aside from the rest.
“I find most Australian labels are quite conservative with their choice of fabrics and colour palette and that’s what we've tried to incorporate into our designs,” Anum says.
“We've kept our silhouettes very classic and timeless but used bold colours and mixed different fabrics to create textures with a difference."
Anum lives in Canberra and her first fashion shoot featured local models from Devojka models.
Director Tina Nikolovski says Anum was very specific about what she wanted.
“Anum was after variation in body shape incorporating both a curvy and slim model, which is great for not only the brand but also the viewers who will now see more variation in body image in high fashion campaigns,” she says.
“This requirement also supports my intention as an agent who represents models with varying heights and body shape."
Seventeen year old Angelina, who’s graced Girlfriend Magazine and Ariel, 22, known as the porcelain Jessica Alba, were picked for the AW16 campaign.
Check out poshaaq.com.au to see just what this new designer has to offer.
Photographer: Tina Nikolovski, fashion photographer
Makeup: Dove MUA and Jacqui Scott MUA
Models: Ariel & Angelina from Devojka Models
Hair & styling: Anum Qazi
Stylist assist: Shannon Song