The Nomi Ansari brand has become a hugely popular and sought-after label in Pakistan. One of the most celebrated and inspiring contemporary designers in Pakistan, from the moment he arrived on the fashion scene over two decades ago, Nomi Ansari caught the public’s attention with his ultra-vibrant palette and traditional embroidery. Nomi’s designs are fun with a distinctly ethnic touch, today his highly inventive colour combinations and detailed craftsmanship with intricate embellishments have become his signature style.
When asked about his colour play, Nomi describes his palate as being very vast. His inspiration comes from Pakistan’s rich and exotic culture. Pakistan is marvellously vibrant and festive in nature and Nomi’s clothes reflect that vibrancy. Somewhat of a cultural phenomenon, he has not only dressed some of the most successful actresses in Pakistan, his fashion film ‘Qabool Hai’ released in 2019 showcasing a traditional wedding from mehndi to baraat was a super hit and has almost 8M views on YouTube.
I remember being captivated by one of Nomi’s fashion shows many years ago, the colours and patterns of his collection were evocative of my childhood experiences in Pakistan; vibrant and full of colour. His designs sometimes seem tribal, yet they are always chic and expressive of his unique style. There is no one who encompasses this particular style in the industry. I was thrilled to have a call with Nomi to ask him about his artistic inspirations.
“Nomi’s designs are fun with a distinctly ethnic touch, today his highly inventive colour combinations and detailed craftsmanship with intricate embellishments have become his signature style.”
Please can you tell us a little about your background, when did you decide to become a fashion designer?
I was a pre-med student initially but I have always been a creative person and eventually ended up going in a different direction altogether. To pursue my passion, I went to PSFD.
How did you evolve into the designer that you are today?
By being experimental with unique patterns, playful with the colours and innovative techniques, it worked well and became my signature aesthetic.
“Nomi Ansari caught the public’s attention with his ultra-vibrant palette and traditional embroidery”
Who [or what] are you most inspired by?
Inspiration comes from everything. Be it from my moods to the places I travel. It’s all about what you surround yourself with and can even appear at a moment’s notice.
You have specifically decided not to go into the lucrative lawn market, please can you explain why?
We did lawn 10 years ago and now it’s in the pipeline for the future.
In such a completive market, how are you able to continuously come up with innovative new collections?
I feel that sticking to a signature aesthetic is what works best for any brand and we have successfully managed to do so while simultaneously experimenting and creating new designs. Innovation is part of who I am and it comes naturally to me when it comes to my work.
“The Nomi Ansari brand has become a hugely popular and sought-after label in Pakistan.”
You have a really big fan base outside of Pakistan, with many brides in the US and Europe choosing you as their bridal designer. Why do you think that is?
Our clients, be it local or international, come to us for our signature aesthetic and often want us to create custom pieces designed from scratch. They are drawn to our distinct style and eclectic use of colours, which is what we are known for.
What direction are you taking your future collections?
Our collections are always evolving into something unique while keeping our signature style intact.
“Inspiration comes from everything. Be it from my moods to the places I travel. It’s all about what you surround yourself with and can even appear at a moment’s notice.”
You can find out more about Nomi Ansari by visiting a retailer or at www.nomiansari.com.pk
Photographs contain clickthrough URL’s where appropriate
Photographs courtesy of Nomi Ansari