As Eid approaches, wardrobes begin to tell stories of celebration, colour and personal expression. For designer Shahrukh Amin, Eid is more than a season. It is a canvas of vibrancy, tradition and thoughtful craftsmanship. From bold summer hues to carefully handcrafted pieces, his designs reflect both festive joy and individuality.
In this special Eid edition, she shares his journey, inspirations and what makes this year’s collection stand out.
TIMES: What inspired you to choose fashion design as a career?
Shahrukh Amin: From a young age, I have always been deeply passionate about the arts. As I grew up, I began designing clothes for my sisters. My very first exhibition was held at my sister’s home, where her friends showed great support and encouragement.
Professionally, I began as a part-time designer at Karuuj, a brand owned by one of my sisters’ friends. I later worked with Dressy Dale, and eventually, I started my own brand, Almira.
Who or what influences your creative process the most?
Nature and art.
How would you describe your signature style?
I really enjoy mix-and-matching, whether it’s playing with colours, layering patterns, or experimenting with different motifs. For me, it’s about finding unexpected combinations and blending them into a different look.
How do you combine tradition and modernity in your designs?
I am a very traditional person, so I tend to stick to florals, kolkas, and other traditional motifs. I also prefer traditional silhouettes in my designs. However, I try to include modernity through trending colour palettes, creating pieces that feel both classic and contemporary.
How is Eid fashion different from other seasonal collections?
As Eid brings in a festive mood for everyone, I keep that in mind while designing. I try to incorporate a celebratory touch by choosing bright colours and adding blingy elements like sequins and other shimmering embellishments, ensuring each piece stands out from regular, simple wear.
What have you planned for this Eid?
This year, my collection embraces more colour and vibrancy compared to previous collections. I’ve chosen bold shades, such as yellow, parrot green, orange, and magenta, perfectly suited for Eid, which falls in early summer this time.
What trends do you predict will dominate this Eid?
Oversized articles, for sure.
How do you ensure quality while maintaining high festive demand?
That is always my top priority. I pay close attention to details and finishing, and I always choose original materials, like pure silk, cotton, crepe, and others over blends. In my view, a designer must consistently ensure the authenticity of fabrics and maintain rigorous quality checks, regardless of the design.
What styling tips would you give the readers for this Eid?
Go for solid fabrics instead of prints, paired with heavy accessories and contrasting footwear or bags for a striking look.
Almira’s bio entails ‘slow fashion.’ What does that mean to you?
Slow fashion embodies the spirit of exclusivity and handcrafted artistry. Unlike mass-produced items in standard sizes, my pieces are limited in number, with each piece crafted intentionally and thoughtfully.
