Mina, by Shaazia Adam
Where did the inspiration for this new brand come from?
The inspiration for this new brand, Mina, came during the covid-19 pandemic, when I noticed that a lot had changed for all of us, and that there was great demand for more sustainable fashion. So I tried to introduce pieces based more on linen and natural fibres. Mina is a functional, versatile “loungewear” brand, which means that people can wear these pieces by day or by night, whether at home or going out.
The brand emerged during the pandemic. How did the situation we are living through contribute to its creation?
Nowadays, you can see that people are much more aware, and concerned about the environment and about what they consume. The Mina brand initially came about aimed solely at online sales; everything was digital, and we did the delivery. I created a strategy around this scenario, in a way that worked.
With people in lockdown, at home, they couldn't travel. People needed to consume clothing, they needed to consume some kind of product because they couldn't go out, and it was in this environment that I created a clothing line that could be worn at home, during virtual meetings; people who work could be well dressed, even at home. It was with these people in mind that we created pieces suited to the current situation, ultimately also to boost their self-esteem.
What are the main characteristics of this new trend? What novelties does it bring to the market?
The characteristics worth highlighting are the variety of colours. I always use natural colours, neutral colours; however, sometimes I like to bring a bolder touch to the collection, because I believe, and I say, Mina is a lifestyle, and Mina is me; every woman has to feel represented in the brand. Another aspect to consider is the variety of pieces in terms of age range.
As for novelties, we have new silhouettes, lightweight clothing ideal for everyday wear. We always try to launch two collections in the same season: when it is summer, we launch two summer collections; in winter we launch two, and we always work this way. Another point worth highlighting is that we now have a physical shop.
How does your creative process work?
I draw a lot of inspiration from art, old pieces, architecture… I really like classic films, which helps me bring a little of the past into the present.
Of your past collections, is there one you like more than the others? Why?
There is one collection in particular that was very important to me, “Liberation” – we held a fashion show in the Jardim das Acácias. I think this collection symbolised my empowered-woman side a great deal, since I had just become a mother, and I managed to organise and put on the event, which was still of some scale, which was a challenge for me as an entrepreneur and a mother. Obviously I had support from some partners who were part of the project, but it was undoubtedly a collection that left a real mark.
In terms of creation, it was a show full of light, with immense glamour, with twenty-seven looks, very elaborate, with matching embroidery… From the make-up to the hairstyles, everything was very well structured, and I felt fulfilled by the result we achieved. That gave me more strength to carry on creating and launching new things.
“I draw a lot of inspiration from art, old pieces, architecture… I really like classic films, which helps me bring a little of the past into the present”
When you are creating a collection, what do you consider to be the most important elements?
Colours, colours are fundamental to creating a collection. They must work well together; each piece in my collection has to be able to fit with the others, in order to avoid limitations in terms of not being able to wear a piece with the others in the collection. Everything can be mixed, everything looks good within the same collection or with pieces the person already has in their wardrobe. Ultimately, I create pieces that can create synergies with one another.
Do you plan to hold digital fashion shows? Do you believe in a format designed exclusively for social media and digital platforms?
Yes, I do. I think everything is heading towards the digital world. It is something I truly believe works. It is increasingly clear that digital is the future, so I am working on that for our future projects.
How do you see the future of the fashion industry post-pandemic?
It will be completely different and, over time, will change considerably more. The change is positive because it has opened up new horizons; we can now do more than we did before. We survived the pandemic as a small brand, we found solutions and thought “out-of-the-box”, and, post-pandemic, we are better prepared to move forward and invest in new projects, with a new way of being.
What can we expect from Shaazia Adam in the coming times?
We will continue to invest in the Mina brand, and make it a complete brand in every respect. At the moment we only have womenswear, but we will try to cover other segments. The house of Shaazia Adam itself is always creating and evolving, looking for solutions, innovating, so we will always seek to add more and more value. You can expect big surprises in terms of clothing and accessories.
In haute couture, we are doing great work, which has brought us a lot of success in our bridal area. Haute couture is one of our key sectors, and it is a great pleasure that, when I started my career, it was just Shaazia Adam, whereas today Shaazia Adam has become a house that already has two brands of its own, and we recently began working for the brand that was created in tribute to the great master Malangatana, Hloyase. So our house is able to host other brands, we are able to reach other markets, and it is with great pleasure that I devote myself to my work, and I believe we have a bright future ahead.
