The Future of Fashion series brings you interviews with emerging designers, from across the globe, who The New Edit believe will be the leading voices of Fashion in the Future.

London, United Kingdom

FUTURE OF FASHION: THE DESIGNER SHORT

BASMA was born out of the designers personal love for scarves.  A former ceramicist, the designer Basma Alshather takes inspiration from architecture and structured lines which she interprets as geometric motifs and organic strokes.  Defined by a dreamlike, thought provoking aesthetic, the label is designed and produced in the UK and uses hand painted strokes on ethically sourced pure silk from China.  It is the designers ability to take the  essence of her thoughts, feelings and ideas and transfer it into beautiful, abstract and timeless luxury pieces which makes BASMA the Future of Fashion.

FUTURE OF FASHION: THE INTERVIEW

It’s a difficult time, how are you? How are you coping?  The last couple of months has given me the opportunity to slow down which I definitely needed and do the things that I have stopped doing and missed such as yoga.  This time has also been very good for thinking strategically about the business and planning for the future.

Your background is in marketing, what made you start designing scarves?  I have worked in marketing as a product manager in the consumer goods industry, but as a matter of fact I have a background in art and design.  This is what I have studied and it has always been my ambition to start a creative business.  The last thing I expected is to start a business in fashion since my background is in interior architecture and ceramics. It just happened, I guess it meant to be and so glad it did.

What or who inspires your design?  Certainly architecture inspires me since this is very much related to my art & design background.  I am interested in shapes and I think this is how I see the world! However, I am also inspired by nature and textiles especially at the moment picking up knowledge on the different processes of making and of course there is no doubt everyday living has an influence on my art.  I take the essence of my thoughts, feelings and ideas and transfer it into abstract forms.  My prints are intuitive, spontaneous and experimental and it is very different from the way I worked in ceramics where it was much more precise but equally thoughtful.  I am in the process of bringing some of this precision to my scarf designs so watch this space.

“The concept of the brand is blending art with fashion since the designs are pieces of art”

What are the key values of your brand?  The essence of BASMA is to make women feel special and celebrate their amazing selves.  And if BASMA is a personality then it would be Paloma Faith or Lady Gaga.  They have very different personalities but both are inspirational in their own right.  Dedicated to their art to perfection, they have a unique sense of style and portray themselves to the public with mysteriousness and champion issues very important to them.  BASMA is a mysterious woman with a strong sense of being and individuality, honouring life and humanity and that is the voice of the brand.

Who wears BASMA scarves? Who do you design for?  When I design I think of the woman who has an authentic approach to fashion that suits her lifestyle.  My designs are timeless which means I don’t abide by the latest trend.  The concept of the brand is blending art with fashion since the designs are pieces of art.  Our silk scarves’ collection are to make a statement as well as provide comfortable luxury. And I always say I’d love for our customers to wear our silk scarves in the most comfortable way to them. 

What is your design process?  I always start with sketching a few ideas and once I finalise my idea, I transfer it into a Lino.  Ah, I didn’t mention I use printmaking for my designs and they are hand painted on paper.  Then the design is printed on the finest silk chiffon.  I chose silk chiffon for its delicate nature and light reflecting properties since it beautifully balances the bold and colourful prints giving the scarf an ethereal feel.

What are your ambitions for the brand?  Like so many other businesses I would like to have a successful business and expand into other products in due course.  It is also very important to me the business is conducted ethically and with transparency in its product offering as well as dealing with suppliers and customers.

“It is vital more than before to strengthen local manufacturing capabilities. To support the economy and to care for the planet for obvious ecological reasons”

We recently did an article for The New Edit on fast fashion. What are your views on fast fashion?  We all know by now and it is scientifically proven that fast fashion is damaging the environment.  There has been a debate for sometime on how best to move forward.  And although there have been some changes such as the increase in second hand clothing sales.  This is the power of the consumer.  There is a lot more work needed to be done collectively and that involves governments, brands, retailers, scientists to rebuild our ecosystem.

What have been the biggest challenges you have faced as a designer?  I am new to the fashion industry and I jumped into it without knowing much about it and how it works.  So, I am constantly learning which I love since I get bored quite easily. Therefore I wouldn’t call it a challenge, even if it sometimes feels like it. I would like to think of it as an acceptance since it was my decision to get into fashion and I am so glad I did.

How can The New Edit help?  TNE is a platform for both upcoming labels and consumers to start the conversation from style, trends to innovation and this is when positive changes happen. So a massive thank you for getting BASMA involved in this conversation and on the journey.

What do you think the future of fashion is?  Certainly the fashion industry is discussing what the future will be after Covid-19 epidemic.  As an industry in general, production locality has been a major issue especially since factories had to close worldwide due the epidemic.  It is vital more than before to strengthen local manufacturing capabilities.  To support the economy and to care for the planet for obvious ecological reasons.

Get to know more about BASMA via her Blog

By Sahil Mallik, June 2020

Check out our recent interview with ARSHYS, Daniel Pascal Tanner, Shivangi Sahni and Rose Danford-Phillips to learn more about the talented designers from The New Edit's Future of Fashion series.