DEAR HOX DOLLS!
As the founder of HOXNYC, I want to bring you on board with me as I embark on this journey! One of the reasons I was inspired to jump headfirst into this project (aside from my overwhelming passion for creativity and design) was to dispel the preconceived notion of hardships associated with shopping for South Asian formalwear outside the subcontinent. What an honor it has been to be on the pioneering end of such a platform. My intention has always been to bridge the fashion gap between the Pakistani textile industry, “fast fashion” prêt-à-porter formalwear, and Western markets by harvesting the power of social media and creating a robust online presence. To my knowledge, this concept is unchartered territory and unprecedented. My goal from the very beginning has always been to set a precedent. There have been countless instances where I have needed to hunt down a trendy dress (with limited time available) for an upcoming event, only to be disheartened at the lack of customer service I have received through various vendors online. Through this platform, I wish to help others overcome these obstacles and put the fun back into shopping!
“Styles that are trending in Pakistan may not reflect what is trending in the U.S. or the U.K.! It is my job to carefully curate looks that speak to Western clientele while still remaining true to Pakistani roots!”
I do not identify myself as a “designer”, as that would be a true injustice to my design team. My main role is to establish what designs should be created, and what will appeal to the target audience. I formulate and impress upon my design team concepts for a certain collections and the brand as a whole. I work side by side with my artisans. I hand selecteach fabric. I am there, in person, watching over each step of the garment making process to ensure quality control. Styles that are trending in Pakistan may not reflect what is trending in the U.S. or the U.K.! It is my job to find that happy medium looks that cater to Western clientele while still remaining true to Pakistani roots! I am not trying to reinvent the wheel, I simply want to take the artistry in Pakistani dressmaking that is so readily available in Pakistan, and make it accessible to those who can not reach it. I just wish to share my love of Pakistani clothing, with all of you.
“I am not trying to reinvent the wheel, I simply want to take the artistry in Pakistani dressmaking which is so readily available in Pakistan, and make it accessible to those who can not reach it.”
With our various forms of social media, (blog posts, email subscription, Snapchat and Instagram) we aim to bridge the divide between consumer and product. As time progresses and we get closer to curating new looks, you can expect us to reach out to all of you for inspiration, as we would like YOU to be a part of our design process! YOU are going to help us design looks for the next season. YOUwill tell us what you want to see more of, what fabrics, what cuts, what colors, what trends!