Nasiba Hafiz: Channeling 1950s glam with a modern twist

By Hyacinth Mascarenhas

Vibrant, fun and whimsical; Jeddah-based fashion designer Nasiba Hafiz is truly the embodiment of her label.

Inspired by one of the most feminine decades in fashion – the 1950s – this Saudi Arabian designer’s collections are fearless yet playful and wearable. From her bold prints and silk crop tops to her full polka dot skirts, Nafiz has proven to be a creative force to reckon with.

The daughter of the late publisher Hisham Ali Hafiz, Hafiz says she “always knew she could take fashion anywhere she wanted” and was often inspired by her “eccentric-dressing parents.” She later studied fashion photography and styling at the London College of Fashion.

With a Coca-Cola sponsored launch and an adorable Andrews Sisters-themed campaign video to match, we can’t wait to see what’s next for this stand-out designer within and beyond the MENA region. In our interview with the emerging designer, she reveals to us her regional fashion muse and creative inspiration for her collections.

Elan: What is the inspiration behind your brand? What sort of woman is the collection tailored for?

Nasiba Hafiz: The shapes in the collection come from the influence of legendary Egyptian actresses of the 1950s and 60s, whose music and songs were always echoing from a large radio in the middle of my mother’s dressing room.

The woman who wears Nasiba Hafiz isn’t afraid to try new things and isn’t restricted by background, place or time. She’s traveled the world over and knows how to inject her heritage into a style that is uniquely hers.

Elan: How would you describe your personal style?

NH: I would describe my style as chick, sexy and comfortable. Black and Red le Rouge et le Noir are my favorite colors.

Elan: Do you get your inspiration from any other artists or music?

NH: What inspires me is something I can’t describe. A lot of things inspire me every day but I love rock and roll music and oh, Jim Morrison inspires me as well.

Elan: What would you say is one of your favorite pieces in your last collection?

NH: My favorite look from this collection is the polka dot cropped top and skirt. It’s sexy, laid back and comfortable.

Elan: Your collection is a whimsical twist on one of the most inspiring decades in fashion history – the 1950s. Why do you find that decade so interesting?

The decade is inspiring because of its femininity and because I have a sentimental memory to it growing up watching all the classics. My favorite actress from that decade of Egyptian cinema is Hind Rustom so I channeled a lot of her in this collection.

Elan: Do you have an anecdote or memory where you were influenced by your parents’ style of clothing?

NH: My dad was once wearing a leather suit jacket and trousers. We were all like, “Are you going out like that?” and he said yes and was so confident about it! So it’s not the clothes that make you. It’s you who makes an outfit with your confidence.

Nasiba Hazif from JenksandCo.tv on Vimeo.

Elan: Could you tell us a little about your Coca Cola campaign and the video you made during the launch of your brand.

NH: The video was shot in London by two young girls from Jenks productions who met me at some prior events and came to see me at the pop I did in London last December. I was looking for models and friends to be cast the video but everyone was so busy so I ended up meeting up with them. The initial plan was to have someone else in the video, not me.

So I met the two sisters outside Liberty, my favorite department store in London, bought a Coca-Cola, a newspaper and some pineapples and off we went. It was freezing so I had to pretend that I was somewhere warm. We also had no where to change so I had to layer stuff or even change in the street with the girls helping me cover up with a big coat. It was so much fun.

The song “Rum and Coca-Cola” was something my sister Amna recommended. It was the first song she made me listen to and I said, “That’s the one.” I decided on that song because I wanted something 1950s and I love the Andrews Sisters. The Coca-cola launch was not something I was even thinking of at the time but it’s crazy how just five months later, we managed to get in touch with them and it all worked out.

Elan: Have you ever received backlash or criticism in Saudi Arabia about your work and style?

NH: I am not trying to shock anyone with the way that I am. But I’m sure there are some people in Saudi that are a bit surprised about the campaign. I just want to be me and I want people to get to know who I really am. I don’t like to pretend to be something I’m not.

Elan: What advice would you give someone interested in entering the fashion industry?

NH: I actually have advice for parents, not for young kids. It would be to let their kids be and help guide them. Don’t try to take over and try to learn more about their personalities.

For more information on Nasiba Hafiz, contact Nada Hakeem at The Loft ME.