How Iman Pasha manages her time to do what she does bewilders me. The endless list of collaborations, designers, events and shopping that she invests her time in somehow questions the boundaries of time and space and human achievement. When we met for lunch at 202 in Notting Hill I attempted to find out how she has become fashion’s super-woman.
“I am three things” Iman tells me, “I am an editorial stylist, a personal shopper and a fashion writer.”
Iman Pasha is not three things, she is neither four, five or any number that consists of less than three digits. “I’m a contributing editor at Niche magazine, where I compile the shopping pages and write articles on fashion and style”, “I’m the senior fashion columnist for the Express Tribune, which was launched by the Herald Tribune”, “and I’m a fashion consultant” she continues.
It doesn’t end there. Last month Iman organized and hosted a charitable shopping event with the notable fashion boutique Matches in aid of the Pakistan flood disaster. Next month she will be hosting the first ever ‘trunk show’ with London-based designer Erdem Moralioglu and luxury accessories brand, Zagliani. Soon after that she will be launching a Matches pop-up store in the Middle-East, which she describes as a “huge” project, and in the mean time she will grace the covers of a stack of Pakistani society magazines, attend a ball with designer Mary Katrantzou, cover the international fashion weeks and once she has time to breath she will be hosting another trunk show with the legendary designer Diane Von Furstenburg.
Fashion has been imminent in Iman’s life from a tender age. Born in Boston and raised in Islamabad, Pakistan, Iman attended a prestigious international school, largely attended by Americans (thus the accent she carries) and at 17 she moved to London to complete her A-levels, going on to study philosophy at King’s College. It was when she moved to London that her colourful journey in fashion began. “I worked for big glossies like Tatler and Vogue” she explains, “I also worked for in the press department for Brown’s and Liberty of London”, “I basically did the whole circuit of fashion.” “Growing up in Pakistan gave me this love for colour and texture” she tells me, “I love fine jewellery and I never wear all black.”
It was only until Iman took a break from the whirlwind that is the fashion world that she realised that working for herself was where her passion rested, and with the encouragement of her friends she pushed the button and launched her namesake brand, ‘Iman Pasha’ which offers her numerous her services to a bespoke level. “I wanted to do so many things at once and I looked around and no one was doing that”, ‘”no one was writing and styling and personal shopping, so I told to myself that that is what I needed to do and so I did it.”
Iman launched ‘Iman Pasha’, the brand which offers her services, in May this year within an hour of launching her website she received her first “client”. Despite her large success within months of launching, her aspirations lie unfulfilled, “I want to become a commodity within myself” she admits, “That’s why I really admire people like Olivia Palermo and Rachel Zoe, because they’ve marketed themselves and have become their own brand.” Iman works through weekends and hasn’t had a holiday since she started, unsurprisingly her workdays are never each the same, “Some days I’m running around with clients, other days I’m writing my column, next it’s meeting with PRs and designers and in the evenings I’m usually at an event or party.”
The sheer size, and value, of Iman’s love-affair with fashion and clothes is inconceivable, each of the precious items in her wardrobe are carefully wrapped and preserved and her accessories, which include a collection of 17 Chanel bags, 2 Hermes Birkins and endless rows of red-soled Louboutins, are lined neatly like an exhibition of fine luxury goods. Iman’s image and style is the reason why she received her first client within an hour of launching her service and the reason she is an object of obsession on the Pakistani social scene. After hours of talking to Iman I learn a great deal about her and her work, however it is still inconceivable for me to understand how she manages finds the time to do it.
Check out the fourth issue of Sketchbook Magazine for the full interview with Iman Pasha and her editorial spread, photographed by Nedim Nazerali. The issue will be available to buy online in mid-2011.
WORDS AND INTERVIEW: Osman Ahmed
IMAGES: Nedim Nazerali