A Saudi First: Designer Nosheen is taking her brand to London Fashion Week
- 12 September 2018
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Nosheen Bakhsh, a jewellery designer born and raised in Saudi Arabia, has good reason to be thrilled.
Nosheen’s brand, Sheen, will soon make history as the first from her country to exhibit at the Designer Showrooms at the London Fashion Week (LFW), which starts on September 14-18. Every year, LFW’s Designer Showrooms select more than 150 British and international brands, and Sheen has made it to the list with its colourful Chandi by Sheen collection.
“It’s both a surprise and an honour for Sheen to be selected to present at LFW’s Designers Showrooms, as it provides an unmatched opportunity to network with leaders in the industry,” the 29-year-old Nosheen told My Salaam. “London is a central hub for fashion and the access and exposure that this event offers Sheen is hard to put into words.”
Nosheen completed her course in creative advertising at the American University in Dubai and her master’s degree in design management at the Pratt Institute in New York. She set up Sheen in 2013 as a creative outlet; she had always nurtured a strong passion for jewellery design as well as social issues, so much so that a percentage of the proceeds from every piece is donated to a particular cause (currently for the Rohingya emergency through the UNHCR). “This established the founding roots of Sheen: design + humanity,” Nosheen said. “It now incorporates the use of culture as well in narrative collections.”
The Chandi by Sheen line mainly comprises large statement earrings in precious silver, paying homage to the traditions of the past by modernizing motifs. “The collections aim to demonstrate how cultures are fusing together to create new standards of beauty and appeal to women who enjoy wearing intricate statement pieces,” Nosheen said.
So far, Sheen’s designs, which are mostly produced in Dubai, are sold in the high-end malls of Dubai as well as Riyadh (Nosheen works in both cities.). Nosheen has also set up an online website that allows international customers to place orders. “At the moment, the plan is to reach more international audiences, so I am really looking forward to the exposure that LFW will bring,” she said.
Nosheen had her share of challenges in the beginning and had to struggle to make a name. “Starting a jewellery brand in a saturated market was challenging because you want to establish your brand style and be consistent enough to be remembered.”
“More specifically, the challenge is to be inspired yet relevant to fashion trends today,” she said. “The Chandi collection, for example, is full of design motifs inspired by Mughal jewellery from centuries ago, but they are applied in the form of a contemporary trend: statement earrings.”
(Writing by Seban Scaria)
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