Kashmir’s fashion industry is fast evolving and with the emerging designer boutiques, the standalone brand stores like Osman & Sajida has pushed the fashion industry of the region to a higher level.
Sajida Nain Watali along with her husband Osman Watali, offer a healthy mix of handsome classics, electric treasures, good quality staples and a few surprises.
They endeavour to make their store hub of all things beautiful and exciting offering unique blend of themes and ideas.
Bringing the Kashmiri heritage into design, the young designer started her label in 2015 in Jammu with their flagship store, while both husband- wife were in college studying law. After showcasing her work in several exhibitions, she came up with the idea of establishing a store in Srinagar.
As we are all aware of the unpredictable situation in Kashmir, it took the couple some time to be fully sure of having a permanent set up in the valley. This was the only challenge they faced as a designer label.
The fashion aficionado believes that Valleyites are very fashion conscious and willing to try new things so they aim to promote the amalgamation of traditional Kashmiri and contemporary fashion and bring it to the customers who wish to get their hands on the latest trends in clothes and accessories.
While the brand has carved a niche for themselves in the market, the young designer believes that the budding designers of the valley are well aware of the changing paradigms in the fashion industry.
“It gives us immense joy to see so many people giving wings to their talents especially in the valley. We believe that every designer has his/her own uniqueness,” asserts Sajida.
She adds, “We as a OSMAN & SAJIDA want to put Kashmir on the world map of the fashion world and our designs, be it the cuts or embroideries, reflect the effort and creativity that we put in.”
Any parting advice to young designers just starting out and hoping to make it in the industry? “Don’t give in to pressure. Trust yourself and follow your dreams. There are always roadblocks but hard work and determination will sail you through to your goal,” concludes Sajida with a smile.
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