BEHIND THE BRAND
I’m Selina Farooqui, a fashion designer with over 12 years of experience creating womenswear that blends modern silhouettes with the intricate beauty of Indian embroidery and craftsmanship. My work is rooted in a deep appreciation for detail, storytelling, and the transformative power of clothing—from the cut and construction of each garment to the prints, embroideries, and fabrics that give it life.
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As the founder and creative force behind my namesake label, I’ve poured myself into every part of the process—conceptualizing collections, sketching designs, sourcing materials, developing prints, managing production in India, and directing campaigns with photographers, models, and stylists. Every piece is made with intention, care, and a clear vision.
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My collections reflect a balance of cultural heritage and contemporary design, inspired by the women who wear them—confident, expressive, and rooted in who they are. While my aesthetic is personal, I’m always evolving, drawing inspiration from global trends and translating them into something meaningful and wearable.
Fashion, to me, is about more than clothing. It’s about emotion, memory, and identity. I design to create pieces that feel like home, celebration, and strength all at once.
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Thank you for being here. I hope my work resonates with you.