FASHION designer Ida Karim has always had a love for blazers. Her passion in designing them started from her university days as a law student to her corporate role in the legal and financial industries.
Last year, she started an independent label, Anne Karim London, to focus on blazers.
"Blazers are my thing. During work, I used to wear them every single day but they were either non-conforming or monotone," she says in an email interview.
"I couldn't find any particular brand or label that offers a wide range of women's blazers made for all types, shapes and sizes,"
"A good blazer is like a friend who is always there for you. It's the perfect complement to any ensemble. It saves you from a wardrobe malfunction at that very last moment and it's that special garment that helps you boost your mood," she says.
And so she made her own. Anne Karim London's clothes are designed and made in the British capital.
Her fashion decision happened amid the Covid-19 pandemic. "I remember sitting outside in the cold winter back in the UK as we were in lockdown. The surrounding was so quiet and calm but you know the world is in chaos."
She wanted to find herself and started asking: "What if this is everyone's last chance to do something great personally? And what would I do?
"I have been in the corporate world for more than 10 years and fashion design is the one thing I never dared to try to accomplish. But I have that desire for the longest time and that was when my family, husband and best friend pushed me to listen to my heart."
POST-PANDEMIC
Ida says her blazers are designed during the pandemic, for life after it.
"I strongly feel that the pandemic is temporary and someday, we will all return back to normalcy. We see so many brands that came up with loungewear and activewear, but I believe that we still want to look and feel great on that Zoom or Teams meeting or for when we are back out there, socialising."
Consumers are rewriting their own definition of workwear, post-pandemic. Life is slowly returning to normal, she says, but a lot has changed while many of us have been working at home for more than a year — especially in how we dress.
"And that goes for working professional women, who have long lived with conservative dress codes, the pressure to look great all the time and the pain and extra work that came along with those expectations.
"If we were used to wearing heels all the time or tonnes of jewellery or make-up, now we're becoming more minimal and casual."
ETHICAL PRODUCTION
Ida says the label is produced ethically. Its debut collection, Amaranthine speaks about women's versatility and personalities.
"Anne Karim London's designs are not seasonal. The blazers are made to last for a very long time," she says,
"From the materials used to the people making it, our blazers are crafted with no cost spared and no corners cut. Our team is made up of passionate individuals who don't just love what they do, but are also dedicated to making a difference in the fashion world and educating consumers on sustainable fashion," she says.
It uses British, Italian, French and Japanese fabrics and haberdasheries in each of its tailored pieces.
Ida says some Malaysians have already purchased her first collection when the brand was launched last year.
"While Anne Karim London is not widely known in Malaysia, we hope to get the support of Malaysian fashion enthusiasts and at the same time, help us to make our name internationally," she says.
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