December issue 2010

“I have a unique take on all my clothes. People who saw me dressed in my own outfits in the past would stop to ask where I got them from. Eventually, I started taking orders,” laughs James Abidi (aka Jamie).

Having worked with designer, ex-model and event manager Frieha Altaf for three-and-a half years, Abidi eventually ventured out on her own. In November 2008, the young stylist launched her brand at the retail store, Labels, where she now stocks her collection.

A new entrant to the fashion world, Abidi has only recently dabbled in eastern-wear and hopes to enter the luxury prêt-wear market. “I am learning through trial and error,” confesses Abidi. And in her view, what sets her apart from other designers in the market is her commitment to one-of-a-kind pieces. She maintains that she never repeats the same print.

Having travelled extensively, Abidi’s outfits are both affordable and versatile. Each outfit is unique in that it caters to the individual buyer’s figure and preference.