What first inspired you to pursue fashion design?
Ali Shehu
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As far back as I can remember, I’ve always wanted my clothing and outfits a certain way depending on my mood. I used to feel strange about it, but as I got older, I realised I had a vivid image of what I wanted to wear and how I wanted to look. Eventually, I thought I might as well design it myself and create pieces that allow others to wear what I would love to wear.
How would you describe your signature style or design identity?
Real and distinct are the first two words that come to mind. As I write this, another word is genuine. I strive to make work that feels honest, recognisable, and timeless.
Where do you typically draw inspiration
for your collections?
People, history, cultures, movies, books, philosophy, and many other things. Ultimately, it all comes back to people. I have a deep interest in cultures, and being inspired by a particular culture at a particular moment in time is one of life’s many delights.
Can you walk us through your design process—from concept to final piece?
After finding inspiration, I begin consuming material directly or indirectly related to the concept I’m developing. This helps me become familiar with the subject matter beyond what a moodboard can provide.
From there, I sketch the looks I want to create before moving into sourcing. During my first collection, The Room, I realised that instead of making everything from scratch, I could thrift existing garments and transform them into something better suited to my vision.
I often travel between cities searching for pieces that align with the collection. Those journeys frequently become part of the creative process themselves. Once everything is assembled, I begin putting the looks together, and it is often during that stage that entirely new outfits emerge.
Where do you typically draw inspiration
for your collections?
I’m yet to create the work I’m most proud of. The better I become, the more excited I am about what comes next.
How do you approach balancing creativity with
practicality or wearability?
As a menswear designer, my biggest filter is simple: would I feel comfortable wearing it myself? If the answer is yes, then it has usually passed every other test.
What role does sustainability or ethical
fashion play in your work?
After creating my first collection, I realised my process was inherently sustainable. It wasn’t something I initially set out to achieve. Choosing to thrift, repurpose, and extend the life of existing garments simply made sense to me, both creatively and practically.
How do you stay current with trends
without losing your originality?
I don’t chase trends. If a trend aligns with my vision, I’ll engage with it, but I never let trends dictate my work. Originality comes from staying true to your perspective regardless of what is happening around you.
One of my biggest challenges has been social media. I’ve always preferred creating to promoting, but fashion requires both. Learning to share my work authentically has become part of the craft.
What advice would you give to emerging
designers trying to find their voice?
Be honest with yourself. Your voice is usually found in what you are naturally drawn to, not what you think you should like. The rest reveals itself through the work.
What has been one of your biggest challenges
in the fashion industry so far?