Noblivity talks with Nyla and Fatima for  Eva Khurshid …”We are inspired by our shared struggle growing up  in America.”,  Nyla Hashmi and Fatima Monkush

Company/Designer Name:

Eva Khurshid, Designers: Nyla Hashmi and Fatima Monkush

Designer Background Summary:

Nyla Hashmi and Fatima Monkush have been lifelong friends who grew up in Connecticut. We both have a mixed heritage growing up in conservative Muslim households in the US. Nyla was raised by an American mother and Pakistani father, spending half of her adolescence being shuttled between Pakistan and America. Fatima was born to an American mother and Bangladeshi father in the US. Nyla studied at the Fashion Institute of Technology where she studied fashion design and specialized in knitwear, while Fatima studied art and specialized in textile printmaking and jewelry design.

Noblivity:  How did you get started?

Eva:  About 2 years ago, we decided to take our concept and turn it into reality.   We started building and developing the framework for their business. After quitting our full time design jobs late last year, at Elie Tahari and Married to the MOB, we focused on preparing our debut collection for the premier contemporary trade show Coterie in February ’09.

Noblivity:  What inspires your designs?

Eva:  We are inspired by the shared struggle we had growing up as Muslim women in America, with the lack of clothing in the market that we could feel comfortable wearing.   As teenagers we both found it increasingly difficult to find anything in the stores that we didn’t have to alter or layer in order to be comfortable. We want to empower women through our clothing. The beauty of the concept behind Eva Khurshid is that, while for us it was based on our religious practices, it doesn’t have to be for only one type of person. We want every woman to put on Eva Khurshid and feel confident and experience “Sexy Rediscovered”.  This idea is that when you wear something that is immediately comfortable, you’ll stand a little taller and show more confidence, and this is innately sexy.

Noblivity:  How would you describe your design style?

Eva:  Eva Khurshid has a modern sophisticated aesthetic where our pieces can be worn from day to evening. Our overall look is clean modern lines, intricate unexpected details, while balancing a tailored fit with feminine silhouettes.

Noblivity: What designers inspire you?

Eva:  We look up to a few of our favorite designers—Prada, Balenciaga, Stella McCartney, Devi Kroell and Proenza Schouler.

Noblivity:  What obstacles did you have to overcome?

Eva:  In the beginning for us, we had to balance working full time and working on our business. Working evenings and weekends, we managed to pull together our business plan and the beginnings of our first collection. For any young designer, it is a challenge to enter into an already saturated market in this economy, but having an edge does have its advantages.

Noblivity:  How did you overcome them?

Eva:  We overcame the challenge of entering the marketplace by having an edge to our product. Offering a high quality product at a contemporary price point, made in New York, with a mission to empower women.

Noblivity:  What has been your greatest moment on your journey so far?

Eva:  Since we’ve started, being accepted into Coterie in our first season was a huge accomplishment for us, and we hope that our journey will continue to open doors.

Noblivity:  Where are you headed personally and professionally?

Eva:  We hope to build Eva Khurshid as a successful lifestyle brand, branching off to do everything from accessories to menswear.

Noblivity:  If money were no object what would you do right now?

Eva:  If money were no object, there is a lot we could do.  For one, we would hire help, wearing 10 plus hats a day is a challenge! As well as having more of a permanent home for EK in Manhattan, since we are based in Astoria at the moment.

Noblivity:  What are the best and worst things about being a designer?

Eva:  Running your own business as a designer is a challenge because you spend most of your time running the business and not enough designing! We love designing; it’s what we look forward to each season. The best part about being your own boss, as a designer, is that you have free reign to do anything you want and receive the creditability for it. The most rewarding part of the job is when we receive compliments from women who pour their hearts out to us telling us that this is what they’ve been waiting for.

Noblivity:  Describe your typical day?

Eva:  Designing is about 5% of our job as designers and owners of Eva Khurshid. There is so much that goes behind making the garments and going from our showroom to the stores. Each season is more like a cycle for us and they overlap because, for example, we are finishing up our fall 2009 selling season, going to start on spring 2010 production, and we have already started fall 2010 design development. So we will be working on two to three seasons at once from here on out. Day to day can vary; it really depends on what is going on at the moment.

Noblivity:  What’s your philosophy of life?

Eva:  Dare to be different, look fabulous while doing it and live life to the fullest.

Noblivity:  What’s your favorite mealtime setting?

Eva:  We are stay-at-home gals; we love a good home-cooked meal. We team up, not just designing, but in the kitchen too! We host a 2^nd Thanksgiving every year for all our NYC friends since we can’t get enough of Thanksgiving.

Noblivity:  If you could do it all over again, what would you do differently?

Eva:  We wouldn’t change anything. Honestly, we wouldn’t have gotten this far without experiencing the hardships and bumps in the road that have come our way. We have always taken everything we learn and apply it to our work as we move forward.

Noblivity:  When will you know you have made it?

Eva:  When we are recognized and respected by our colleagues in the fashion industry.  Also being represented in many stores across the country and around the world as well as having our own boutiques.