Women Who Mean Business: Aysha Saeed, CEO and Creative Director of AYSHA NY
Style is something that is both personal and timeless. We spoke with Aysha Saeed, CEO and Creative Director of ethical, sustainable women’s fashion brand AYSHA NY. At a young age Saeed emigrated from Pakistan to New Jersey and fashion is what helped her to fit in American culture. She’s sharing her inspiration, style tips and the biggest spring trends.
EverSoPopular: Could you tell me about your collection? Feel free to highlight any new pieces I can link to.
Aysha Saeed: This spring collection, AYSHA NY is going big and bold with brave prints and patterns that are sure to make you stand out. Mixing florals with stripes is a chic twist on the classic Sun Dress with an elastic fastening belt that contours your waist to accentuate your figure.
Another hit in this collection is the Blousette, coming in a variety of botanical and geometric patterns, is the super versatile, lightweight, blouse-jacket hybrid. It never wrinkles, making it perfect to tuck away in your purse for a look to take you from sunny days to chilly nights.
ESP: What inspired you to get into fashion?
Aysha Saeed: I moved with my family at 12 years old from Pakistan to New Jersey, and fashion is what helped me fit into the American culture. Although I always loved fashion, I did not enter the field until after I quit my finance job in NYC and moved to Europe for 5 years to learn and grow in the industry. I became a fabric and embroidery consultant for fashion houses like Dior and Dolce & Gabbana, but my dream was still to have my own brand.
ESP: Tell me about your overall inspiration.
Aysha Saeed: My most recent collection, Dressing for the Now, is inspired by how the modern woman lives today. We all want something stylish and chic, yet comfortable and versatile. It is driven by a Go with the Flow mentality -- seamlessly being able to take a woman through her day in style. The styles are multi-functional, from your home office to after-work happy hour with friends. Women who found themselves spending much of their time home and on zoom, are now getting ready to go out, stand out, but still wanting to be comfortable.
ESP: What are your feelings about color and pattern/print mixing in fashion?
Aysha Saeed: Pattern and print mixing is a bold move, telling the world you aren’t afraid to stand out. But pay close attention to how you balance the prints when mixing -- it is easy for a look to become “too much” or out of balance. Try to choose neutral colors and tones, they are timeless and the easiest to pair.
ESP: How can women embrace & wear this style? Can you share examples?
Aysha Saeed: Wearing prints like botanical floral prints and geometric prints can be tricky. Here are some tips:
Balancing Prints in Your Closet - Always choose prints you feel comfortable in. It’s best to identify styles you know you can easily match with accessories and garments you already have in your closet.
Know When to Pass - If you love a print, but just can’t imagine how you would possibly style it, leave it behind. Most likely you’ll struggle fitting it into your wardrobe.
Size up Your Canvas - Big prints like large florals look best when the full print is visible, like on a long, flowing dress. For tops, tanks, and blouses, a small to medium-sized print is the better option, since a large print can get lost on a small-sized fabric.
ESP: What are your favorite trends for spring?
Aysha Saeed: Versatility: items like the Blousette from the Dressing for the Now collection can be worn as a jacket with a tank-top or simple shirt underneath or as a blouse.
Comfort: Many of my Dressing for the Now dresses, skirts, and pants include a stretchable waistband with a forgiving, flowy silhouette. Some women are managing their “COVID-19 weight gain” and loose-fitting styles that still feel sexy are essential. The Sun Dress is a great example of this, it has a bold neutral print and a belt with a smocked insert at the center back that allows the belt to stretch, fitting your waistline perfectly.
Ruffles & Oversized Sleeves: In addition to prints I am loving feminine ruffles, like my Ruffle Dress that has a two-tiered ruffled skirt and burnout polka dots. It is your LBD upgrade as it is deep ink navy blue and it also features puff sleeves with ruffles. The Kite Blouse has a loose fit with billowy sleeves and it is slightly longer in the back so you can tuck it into your skinny jeans or have it cover your hips.
ESP: Can you share more about demure style?
Aysha Saeed: Demure style is soft and feminine, but most importantly - effortlessly sexy. It doesn’t shout, “look at me” or come off attention-seeking. Being demure is simply maximizing your natural sex appeal without the need for plunging necklines or short skirts. Our Sun Dress is a perfect example of this, you can wear the sleeves off the shoulder and show a little more skin. Our animal print Kite Blouse and Sun Dress are also on the demure side because the colors are neutral (black/beige), but if the print was bright red and black it would be too much.
From my Pakistani culture, I learned to dress in a more demure way and my designs definitely reflect this. How you dress is so important in my culture how you dress plays a big role, especially when you dress up for special events. Many times women have clothing custom made so that no one else has the same outfit at the party! It plays a big role in how you are perceived, women often get custom clothing for special events to ensure no one at the party will have the same outfit.
ESP: What are some ways women can try this? - Aysha we'll need your help here
Aysha Saeed: A simple way to create this effortless style is by showing off your shoulders. The AYSHA NY Sun Dress gives you the option to wear it on the shoulders - or off. Creating a peek-a-boo shoulder is the type of low-key sexy look we are going for.
Another option is to show off your arms - it is subtle, yet alluring. With a matching set, like the Lori Tank and Day Skirt, you can show off your arms and your calves without seeming like you put so much effort in for sex appeal.
ESP: What is classic? What should every woman have in her closet?
Aysha Saeed: Transitional, multi-functional styles are always classic. -- these styles can be easily elevated to match any occasion. The Blousette, a lightweight blouse-jacket hybrid can dress up a pair of jeans, and take a cocktail dress to another level. Additionally, a well-tailored, fitted blazer is a closet staple that every woman should invest in. Moto jackets are another classic statement piece with a nice edge, always a good style to have in your closet.
AYSHA NY’s slow fashion collections are 100% manufactured in the heart of NYC Garment District by local artisans, vendors and factories as part of the brand’s commitment to sustainability and social impact. Learn more and shop here: https://ayshany.com/.