
After watching the JCA fashion show in Marylebone on 16th September, I was given the opportunity to ask Sabine Hussain a few questions about the inspiration for her collection and what inspired her to become a designer in the first place.
Throughout this interview, Sabine brings a deeply personal perspective to her work walking us through her journey from her first designs whilst at school, to present day where she sees her designs on the runway. Join us as we delve into her story and explore her creative process, main inspirations, and the responsibilities that entail being a designer in the contemporary fashion world!
Can you walk us through the design process from concept to execution?
My design process begins with in-depth research and inspiration gathering. I look into cultural motifs, traditional embroidery techniques, and modern fashion trends to craft a unique fusion aesthetic. Once I have a concept, I move into sketching and creating mood boards, incorporating textures, fabrics, and colour palettes that evoke the vision for the collection. This is followed by fabric sourcing, collaborating with artisans (especially in Pakistan and India for their expertise in embroidery), and constructing prototypes. Once the toiles are ready, I refine the details, ensuring the craftsmanship and fit align before producing the final pieces.
If any, what/who are you influenced by design wise? And why?
I was heavily influenced by both my South Asian and Western cultures. Designers like Sabyasachi Mukherjee and Elie Saab inspire our aesthetic approach due to their exceptional use of embellishments, textiles, and storytelling through clothing. Their mastery of craftsmanship and ability to blend tradition with modernity resonates with the ethos of my brand Shaandaar Design Studio, as I strive to create a seamless fusion between rich cultural embroidery and contemporary silhouettes.

What are the biggest responsibilities as a designer?
As a designer, my biggest responsibilities lie in maintaining a balance between creativity and practicality. It’s essential to stay true to your vision while creating pieces. Ensuring quality craftsmanship, particularly when collaborating with artisans, is also a major responsibility. Additionally, keeping sustainability in mind—from sourcing ethically produced fabrics to managing waste—has become an essential responsibility in today’s fashion industry.
When did you start designing?
Designing has always been a part of my journey, my first time was in high school as I took fashion design as a GCSE that was back in 2015 and ever since then I have been in love with fashion, I then took fashion design in College, Undergrad, and now Masters. Since then, it has been a process of continuous learning, refining techniques, and collaborating with artisans who share a passion for craftsmanship.

How does it feel to see your designs/collections showcased on the runway?
Seeing my designs showcased on the runway is a surreal and rewarding experience. It is the culmination of months of creativity, hard work, and collaboration. It was an unexplainable proud moment to witness how the fusion of cultures, textures, and craftsmanship can captivate and resonate with others. I don’t think I stopped smiling after the show.
How did you decide on the current direction that your designs are going in?
The current direction of Shaandaar Design Studio is shaped by our desire to celebrate heritage through fashion a blend of cultural richness and contemporary fashion.
As a second-generation South Asian woman raised in the UK I wanted to give back to both the cultures I have, the one I was born into and the one I was raised in. my collection tells a deeply personal story that resonates with other South Asian women. It serves as a depiction of the identity of women from the Pakistani diaspora in Britain, celebrating diversity while representing the rich tapestry of cultures within the UK. I realised early on that there was a gap in the market for luxury fusion wear that emphasizes traditional South Asian techniques, such as intricate embroidery, while offering modern, wearable pieces.

What motivated you to become a designer?
My motivation stems from a love for textiles, art, and cultural storytelling. Growing up, I was surrounded by rich fabrics and traditional techniques, my grandma and mum would always be sewing. By watching them create beautiful outfit from just a piece of fabric, inspired me too. I wanted to find a way to preserve those elements while making them accessible to modern consumers. Fashion is a form of art and a medium for cultural expression has always fascinated me, and I was driven to create pieces that embody both beauty and meaning. This journey has been about more than just clothing; it’s about bridging the gap between cultural heritage and today’s global fashion landscape.
As demonstrated in her honest and fascinating answers to the questions asked, we can clearly see that Sabine’s journey has been not only been about her love for designing collections, but about blending her passion for cultural heritage with contemporary design. I’d like to say a big thank you to Sabine for answering my questions and say congratulations on a great show.
Article By Annabel Southern
Sabine's journey in fashion is truly inspiring! I love how she blends South Asian and Western influences in her designs. When I was looking for unique designer pieces recently, I called cettire phone number to ask about international shipping for some exquisite items. Sabine's emphasis on quality craftsmanship reminds me of the premium brands Cettire offers.