The Pakistani designer speaks on inclusivity, community and politics.
Hadiyah Hussain is a British-Pakistani designer, whose brand uplifts her culture through colour, and tells stories through her printed textiles. Over everything, her focus is on upholding inclusivity for her customers and sustainability, making each piece from locally sourced and deadstock fabric. Hadiyah’s business is a one woman team – a testament to the sheer passion and love she has for her work.
After graduating from Central Saint Martins (CSM), her brand began to take flight, citing inspiration for her designs from her family archives, personal imagery, her camera roll, exhibitions, travels and more. Hadiyah’s business is homegrown, made from the ground up and by her two hands only.
Her time at CSM was not without its trials and tribulations, and she references wanting to quit after her foundation year, saying: “I felt like it was all out of my league. I was out of my depth because everyone else knew about fashion brands, collections, history – I didn’t know anything.” But when she approached her tutor (the only tutor of colour she had all year) she convinced Hadiyah to stay, exclaiming, “Do you know how many Brown and Black people get into this course? You are not quitting.”
Through support from her tutors and peers, Hadiyah began to uncover aspects of herself and her art that were previously hidden, “I realised how much I suppressed my heritage and culture within myself, for such a long time. In the real world I’d Westernise myself to avoid being my true self. It wasn’t cool to be Pakistani back then – so I wouldn’t talk about it. But then I got to CSM and I saw non-Pakistani girls walking around with bindis and they just had no idea what was going on.” Delving into her university library and researching Pakistani fashion, colours and fabrics allowed her to come into her own – eventually creating the brand we bear witness to today.
As her work evolved, Hadiyah’s politics evolved with it and she began to use her growing platform to uplift marginalised voices. She believes there’s a big responsibility for small designers to uphold their moral values, and address the things that are happening around us. Her brand isn’t just a business it’s a part of her, so her designs will always reflect her values, “It’s not something I’m going to hide from. Up and coming brands should be politically focused, it’s what our future is about – especially now more than ever. Fashion has always been political.”
Hadiyah’s politics now consistently take centre stage, seen more recently in an outfit she designed specifically for Nooriyah, an Arab DJ who headlined the Jazz Cafe Festival in 2025. The custom set was made with a red jersey fabric and red and white keffiyehs at the hem – an outfit she was delighted to create since it would be seen by thousands. “Whenever you see a keffiyeh you know it’s a political statement as well as a fashion choice – it’s a blend of both. I think it’s beautiful because people wear a normal outfit and then pair it with a matching or clashing keffiyeh. They can use it as a form of drape, a hijab, a scarf or just have it with them for the day.”
Hadiyah’s plan is to make these sets available for the public to purchase, as well as collaborating with designers from Sudan, Yemen and Palestine, and working with them to create a print for a top for each, with profits going to those respective countries. Creating accessible art has always been at the core of Hadiyah’s brand ethos, and providing opportunities for young, rising designers who want to contribute to a good cause, aligns perfectly with that.
Simultaneously, size inclusivity is also a key aspect of her brand seen in the models that she works with and her available sizes offered on her website, “I see it as a responsibility. I’m a girl who has been a size 10 and a size 16 – my weight has always fluctuated. There are so many different things that make me a woman. I come from a different angle than other small brands might.” Hadiyah’s passion to create comfortable yet stylish and lovingly-made clothing for her clients is evident, and as a small business she consistently works to ensure her customers feel good in her clothing, “The fashion industry is changing, but I know what I want to see so I’m just creating that. I hope I’m making a positive impact and sticking in people’s minds, especially as a Brown designer.”
Hadiyah further highlighted that she hopes her work sparks conversations about colour, culture, the female body and its silhouette, emphasising the importance of celebrating the female figure in all of its forms. “I want people to know that I make clothes for everyone – all bodies, all women, and they’re flattering in the way they fit!” She shared that she hopes people relate to the storylines that come with her designs, and that if they can’t relate to the culture and heritage, then instead with the use of colour, models, and pieces.
Hadiyah’s work is truly one of a kind, and offers a unique lens into her Pakistani heritage combined with her political activism and perfect eye for print and colour. Her brand is one to keep an eye on as her work is sure to become increasingly popular – it certainly deserves to be.
Contact: https://hadiyahhussain.com