What challenges did you face breaking into an industry that’s often driven by legacy houses?
I feel challenges are at every turn of my career. The global fashion industry consists of facing economic uncertainty, a dynamic market, and shifts in consumer behaviors, especially after the pandemic. Finding the means of growth wasn't easy and required navigating a complicated path. The fashion industry is uncertain and fast-changing to market trends. There is also the surprising rise of dupes, the acceleration of climate change, and the continued reshuffling of global trade. 

Your Power Suits are known for their blend of elegance and bold femininity. How does your identity as a woman influence your creative vision and brand direction?
“My aim is to empower women through powerful dressing and to set them on a path to personal freedom and endless possibilities.” When I design a power suit, either for a celebrity or a private client, I always want them to feel confident about themselves. I am a strong, independent woman who loves freedom and believes that women should be powerful enough to follow their dreams and passions in whatever field they choose to work in. I think that reflects in my collection as well, as I strongly prefer women empowerment. My collections are known for enhancing wearers’ features without outshining them.

You are opening a store in Dubai; that, of course, comes with a lot of investments. Why did you decide to go for it? How important is it to establish personal customer relationships with everything being more and more digitalized?
I think Dubai has evolved over the years in terms of fashion, from local and regional to global exposure, usage, and impact. Residential elites, designer luxury clothing, boutiques, and extensive high-end branding have cultivated a customer base wealthy enough to put Dubai brands at the top of their wish list, making Dubai a fashionable global metropolis to rival other famous fashion centers.

Dubai brands have gone global, and their presence has been seen at red carpet events to magazine editorials worldwide. Dubai is a multicultural city, and growing up there, I had a lot of exposure to various cultures and the kinds of clothes and trends people follow. The world of fashion has evolved in Dubai, and the city, although a relatively new entrant to the global consumer marketplace, has become an internationally influential fashion design center. So I feel it’s the right place for my first store.

Staying connected with your customers is really important, as I like getting feedback on my products continuously. It allows for greater communication, improving my product quality, and I strongly believe that quality should speak for itself. I always like to take private client orders personally. Promoting your brand and product is important, but taking the time to listen and understand what your customers want and need is just as critical, if not more. 

The fashion world is evolving rapidly — from digital runways to global e-commerce. How are you adapting to this shift, and are there any plans for expansion into new markets or categories?
I think this movement aims to balance the rapid production and affordability of fast fashion with more sustainable practices. We are beginning to adopt circular economy principles, such as recycling and reducing waste.
Apart from opening a flagship boutique in Dubai, I want to stock my brand in prestigious department stores within Europe as well as the United States in the next five years. I also want to dress celebrities like Beyoncé and Cardi B in the near future. I am also launching my own real estate venture in the upcoming year.

Have you encountered gender-based barriers on your journey as an entrepreneur? If so, what have you learned from it, and what advice would you give female business creators?
I am lucky enough that I live in Dubai and studied here and in the United Kingdom. Fortunately, I didn’t face any gender, cultural, or social limitations when beginning my fashion career. Dubai is a multicultural hub that supports a wide range of businesses. It empowers women too, so I had a great opportunity to launch my brand in the United Arab Emirates and prove that UAE-based labels are world-class.
I would like all female business creators to follow their dreams and passion, and they should never take success to their head or failure to their heart.

Your brand is known for empowering women through your garments. How do you think a woman’s wardrobe can change her career, how people perceive her, and her own beliefs in herself?
I stand for female empowerment and women supporting each other. I design with women in mind, always thinking about how I want them to feel confident when wearing one of my dresses and how I can bring out the best in them. Empowering women to feel great about themselves is something I strive towards, as I believe a confident woman can conquer the world.
I see the Alina Anwar woman as an independent, elegant, and sophisticated woman who isn’t afraid to experiment with her style. I want the women who wear my designs to feel confident yet still comfortable enough to be themselves and make a statement. I aim to connect with all types of women — everyone deserves to feel beautiful, and I hope my dresses can bring that out of anyone who wears them. 

How do you stay on top of trends, do you work with a forecasting institution, or do you lead with a good sense of gut feeling? And how do you think the quickly changing trend cycles impact couture?
As a designer, I always keep up with trends, whether it’s what’s currently on the catwalks during Fashion Week or in magazines. However, I believe that in order to be truly unique and create something special, you should always follow your instincts and create something that you love and are proud of. This way, no matter how the trends change, you will always stay true to yourself.

How did dressing stars change your career? Does this positive snowball effect of brand awareness last long in the industry? What do you think got the ball rolling and how do you maintain it?
I do think that dressing Mariah Carey for the “All I Want for Christmas Is You” video in 2019 was a career-changing moment for my brand. But the journey doesn't end here — in order to stay competitive and continually in front of stylists, celebrities, or media, you need to keep dressing them and new names on a regular basis. I still believe that my biggest achievement in terms of dressing celebrities is yet to come. 

What would you say gets you most inspired for a new collection? Is it art, music, traditions, or foreign cultures?
I take inspiration from everything — whether it’s a window display or the scenery around me. I love the process of creativity and just the idea of playing with the colors and the different kinds of fabrics while designing a customized piece. I also draw a lot of inspiration from traveling to different countries. Traveling plays a crucial role in my creative process. Every country has a unique culture, which pushes me to take ideas and use them while designing my new collections. For example, I designed a collection back in 2019, inspired by a stroll in Hyde Park in London.

What advice would you give to people aiming to enter the fashion industry — as designers, but also as leaders and innovators?
I believe that one should always follow their passion. If hard work is involved, there is no way one will not succeed. I also feel that choosing the right people for your team is something every entrepreneur should consider when starting their own business.

Looking ahead, how do you see your role evolving as both a creative and business leader?
I hope I can inspire as many women as possible to pursue their dreams and build a career that connects them to people personally and allows them to enjoy doing what they love every day. I also aim to set an example of a true leader, inspiring and motivating my team and leading Alina Anwar Couture towards endless success.