Meet Abdul Nasim, a fashion communications graduate from Heriot Watt University. Abdul explores his Pakistani heritage through his work, with the aim to understand how young British people with dual nationality heritage navigate their cultural identity, embracing the differences and challenging stereotypes. Abdul’s fashion publication blends fashion photography, graphics, collage and typography to communicate his ideas. Read on to learn more!
What is the most valuable thing you have learnt at university?
During my time at Heriot Watt, I have truly learned to refine and expand upon my creative process and visual language as a fashion communicator and develop a thorough understanding of transmitting these into honed ideas through contemporary fashion in order to bring about change, alter perceptions and most of all, inspire. Idea generation and experimentation are key. Each of us has our own unique style. I have always formed a strong gravitation with graphics, namely layout and typography and going outside these realms of confidence allowed me to brush up on and utilise new traditional methods of working such as collage and transfer printing. So never be afraid to try new things, even if you are not comfortable. Go for it, it may bring about your best work yet.
Tell us about your current projects and work, what have you been working on?
The starting point for my project was stemmed by a conversation with my barber. We got to talking about our cultural heritage and dual nationalities, mine being Pakistani, his Kurdish - similar in some ways and others not so much - and how a lot of the younger and millennial generation today, myself included, seemed to be at a loss with their cultural identity by fitting in with those around them and somewhat embarrassed to embrace their cultural differences. With a newfound curiosity, I began researching and was amazed to find the results of a recent survey conducted by ComRes which stated that more than half of British Asians have toned down their identities to fit in, modernising and suiting to their surroundings.
Whilst it is evident why some from the South Asian and Middle Eastern communities choose to fit in due to particular traditional and contemporary nuances, being a fashion practitioner with broad knowledge of the said culture, I wanted to further explore these issues by encompassing diversity at its forefront and gaining insight from those who had migrated to Scotland and those born and bred into how they deal with navigating dual nationality as well shedding light on personal experiences and issues faced such as racism, identity and religion in today’s contemporary society from a male perspective.
What form does your final project take?
My project will take the form of an A3 fashion publication and a portfolio consisting of an assortment of editorial imagery, old photographs, fashion styling as well as graphics in the form of typography and collages consistent to the aesthetics and theme of South Asian and Middle Eastern culture fused with modernity. I personally wanted to stray away from the typical glossy A4 fashion publications one would normally see and be able to really experiment with distinct textures and abstract layouts within my work. Opting for A3 size really allowed me to go big, be somewhat innovative and expansive in my layout choices, particularly when playing around with typography and imagery.
How have you evolved as a young creative while studying / working?
I am so grateful to be part of such an inspirational and driven South Asian and Middle Eastern community that is emitting such success here in Edinburgh. And with that, my initial plan would’ve seen me partake in documentary style shoots inspired by the likes of renowned photographers Hermann Rodrigues and Mahtab Hussain - both whose work is very documentative, driven and raw - as I felt that would have indeed provided my project with an accurate and straightforward depiction of those in my community, both young and old alike. But the more I researched and made myself aware of other great fashion practitioners encompassing diversity and culture in their work such as Mous Lambrabat, I found my work unexpectedly taking shape and fusing together the diverse likes of heritage and culture in forms of colour, ornament and pattern; all personal, reflective and significant to the countries and the words expressed in interviews on navigating dual nationality and nuances by those within my community, friends and male models who aided my project.
The biggest substitute for my project would have to be that of creating traditional and digital collages as well as conducting virtual fashion shoots through FaceTime to replace incomplete work for both my publication and portfolio alike. The pandemic of COVID-19 has certainly impacted class of 2020 in various ways, some more than others, especially learning and studio space time being cut short. And I applaud us all for having to think on our feet and adapt to uncertain situations that arise, a skill set that is mandatory in industry to create relevant solutions in times of urgency. This certainly allowed me to become more knowledgeable on software and learn new hands on techniques working from home I previously would never have made use of in my project.
What are the messages and themes behind your project that you want people to take away? Do explore any topics like diversity, sustainability or politics in your work?
The main and vital messages and themes that are imposed within my project overall are that of diversity and anti-racism. I think in today’s contemporary society it is of utmost importance that we emerging fashion and design practitioners are able to change perceptions and shed light and raise awareness on issues affecting those who may not have the courage, voice or platform to speak out. A hope I have for my both my publication and portfolio going forward is that they be entities that are uplifting, resonating and inspiring to those who choose to suit to their surroundings within my community and act as a source of empowerment influencing the youth and millennial generation today – and those in general society - to allow them to embrace their enriching cultural differences that make them unique without being judged by the colour of their skin or the way they choose to dress.
What’s an aspect of the fashion industry that you’re passionate about fixing or having a positive impact on?
Two aspects that have had huge influences on me and my work thus far is diversity and inclusivity for sure. I think within the fashion industry particularly, representation is vital. Being South Asian and Muslim, I evidently try to encompass modesty within my work and throughout all of my research during my project and previous years of study, I found the modest fashion market to certainly be gaining momentum. I feel modest ways of dressing have become revolutionised due to mainstreaming with the rise of social media Hijabi and Muslim influencers alike who are striving for change. Retail sectors, luxury and high street brands such as H&M, Dior and Nike to name a few are also finally accepting and taking necessary steps to engage with their customers who deem themselves modernistic as well as fashion conscious but still adhere to their faith without jeopardy which is truly inspiring.
However, I only saw a female led market, which is great again as it proves that the aesthetic for modesty is expanding and is more tolerant than ever before - especially with issues such as Islamophobia affecting so many in society - and is not just tied to one's religion or spirituality, it is just normality. Modest Menswear is on the rise, slowly but surely. It is evidently more impactful in countries such as the Middle East however, not so much here in the UK. Moreover, I feel as a fashion practitioner who has gained a broad skill set within areas of Fashion photography, Styling and Image Making as well as Digital Media, I will be able to continue to bring about effective change and continue positivity through modesty and diversity in our society going forward and I hope that drive, dedication and creativity shines through within my final project.
What is your plan for the future?
After completion of my BA, I hope to build upon relevant skills gained during my time at university such as Graphic Design and Digital Media through relevant industry work placements or Internships with companies who incorporate similar aspects and notions I am passionate about. I also wish to set myself personal projects and briefs to keep myself busy in creating new works for my portfolio and hope to collaborate and network with other content creators within my field.