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In the beginning of March So/ Uptown hosted over 35 fashion designers at the pop-up event organised by The Collective — Dubai-based platform showcasing talents from all over the Asian sub-continent. We met the ones behind the project — its co-founders Mukta Shahdadpuri and Sahiba Narang to look into the essence of The Collective and better understand the local fashion scene.
— Tell us about your background. Where are you from and what were you doing before The Collective (real estate company, fashion startup, Fête Events)? How does this experience help you with running fashion pop-ups?
Mukta Shahdadpuri: I run Style Circuit which is my fashion styling and personal shopping venture. After several conversations with designers over the years, I found that many of them felt like there were not enough venues or organisers that truly understood their aesthetic and had the network to reach the right audience.
Sahiba Narang: This was uncovered more when Mukta and I discussed this in multiple casual conversations and visits to other exhibitions where the experience and curation left us wanting more. With my experience at Fête Events, an avant-garde event design agency catering to the creme de la creme of the city, we realised that together, we could truly innovate and create a fashion pop-up that showcases incredible talent that was appreciated and understood by a discerning clientele.
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— How did you come up with the idea of launching The Collective, and what is its main goal? Why was it needed in the Dubai fashion scene?
Mukta Shahdadpuri: After noticing a void in the market and recognising the abundance of talent in the fashion industry, we envisioned a platform that would celebrate diversity, creativity, and innovation in fashion. The goal of The Collective is to provide a curated space for emerging and established designers to showcase their collections to a perceptive audience and, in the long run, to build a more diverse fashion landscape.
— Why did you choose this name for the project?
Sahiba Narang: The name "The Collective" reflects our ethos of collaboration and unity within the fashion community. It signifies the coming together of diverse talents and perspectives under one roof.
— How has The Collective evolved since its establishment in 2019?
Mukta Shahdadpuri: Since our inception, The Collective has grown exponentially, both in terms of the number of participating designers and the scale of our events. We have expanded our reach, diversified our offerings, and solidified our position as a premier destination for fashion enthusiasts in Dubai.
— Pop-up events, especially in the fashion industry, have become a growing trend in recent years, and The Collective follows them as well. Why have you decided to stick to this practice? How is it beneficial?
Sahiba Narang: Pop-up events offer a dynamic and immersive shopping experience that traditional retail outlets often lack. By hosting pop-ups, we create a sense of exclusivity and urgency, driving excitement and engagement among our audience. Additionally, pop-ups allow us to explore different venues and neighbourhoods, reaching new demographics and expanding our community.
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Photo: courtesy of The Collective
— How does The Collective function? How do you two share responsibilities? How big of a team do you have?
Mukta Shahdadpuri: The Collective operates as a cohesive team, with each member bringing their unique skills and expertise to the table. Sahiba and I oversee the strategic direction and overall management of the project, while our dedicated team handles various aspects such as administration, marketing, and logistics. Our team size varies depending on the scale of each event, but we always prioritise quality over quantity.
— The Collective is built on curation. How do you select brands for the events? What are the main requirements?
Sahiba Narang: Our brand selection process is meticulous and thorough. We seek out designers who demonstrate exceptional talent, originality, and a strong brand identity. Additionally, we prioritise diversity and inclusivity, ensuring that our lineup represents a wide range of styles, aesthetics, and cultural influences.
— Could you name some of the most outstanding - in your opinion - brands from The Collective portfolio? How are they special?
Mukta Shahdadpuri: Some of the standout brands from The Collective portfolio include Seema Gujral, Ekaya, 431-88: Shweta Kapoor, Nida Azwer and the visionary Varun Bahl Couture. Each of these brands brings something unique to the table, whether it's innovative design, sustainable practices, or a fresh perspective on traditional craftsmanship.
— What struggles do young designers face while trying to enter the UAE market? What advice would you give them?
Sahiba Narang: Young designers often encounter challenges such as limited resources, fierce competition, and navigating the complexities of the local market. My advice to them would be to stay true to their vision, build strong networks within the industry, and leverage platforms like The Collective to showcase their talent and connect with potential buyers and collaborators.
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Photo: courtesy of The Collective
— How do you see the local fashion industry evolving in the coming years, and what role do you see The Collective playing in that evolution?
Mukta Shahdadpuri: I only foresee the local fashion industry being primed for continued growth and innovation fuelled by a blossoming creative scene. There is increasing consumer demand for one-of-a-kind statement pieces. The Collective aims to be at the forefront of this evolution, serving as a catalyst for change and a champion of emerging talent.
— What would you like The Collective to be like in a couple of years? What would you want to improve or change?
Sahiba Narang: In the coming years, we envision The Collective expanding its reach beyond Dubai, hosting events in other regional fashion capitals and establishing itself as a global platform for creativity and collaboration. We are constantly striving to improve and innovate, whether it's enhancing the shopping experience for our customers, forging new partnerships with brands and sponsors, or exploring new avenues for growth.
— What are your upcoming plans for The Collective? Do you have any new projects or collaborations running?
Mukta Shahdadpuri: We have several exciting projects and collaborations in the pipeline, including partnerships with renowned designers, exclusive pop-up events, and immersive fashion experiences. Stay tuned for announcements on our social media channels and website for updates.
— Can you imagine launching another fashion project in the future? What could it be?
Sahiba Narang: While our focus is currently on The Collective, we are always open to exploring new opportunities and ventures within the fashion industry. Whether it's launching a new concept store, incubating emerging designers, or venturing into sustainable fashion initiatives, we remain committed to pushing boundaries and driving positive change within the industry.
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