#AmanqiLoves: Khanum’s


 

There’s nothing more powerful than a statement blazer. Easily complementing any #OOTD and timelessly versatile, the blazer signifies many things like elegance & confidence. Always on the look out for adding a new statement blazer to our wardrobes, we were ecstatic to discover the London-based label Khanum’s. Established by the creative Rokeya Khanum, Khanum’s is the ‘go-to’ label for embellished blazers & bomber jackets that instantly take any outfit to a perfect 10. With immaculate detailing and a stunning aesthetic, we sat down with Rokeya to understand what makes a brand like Khanum’s unique, the journey of a start up and the impact of social media.

 


 

Khanum's

Photo: Courtesy of Khanum’s

 

The Khanum’s Journey Thus Far

 

Rokeya: The inspiration to launch was a combination of things. Firstly, childhood memories of my mum producing couture eastern garments, as well as sophisticated western pieces; I was in awe of the art of intricacy and craftsmanship. Secondly, having admired designer statement jackets from afar and not being able to afford the price tag led me to want to create affordable luxury pieces of my own.

The journey has definitely been a rollercoaster – mainly highs! I’ve gone from running the brand from my bedroom, hiding under my desk at my 8-5 job to manage manufacturers, logistics, customer service, social media marketing, creating designs, arranging photoshoots to now working Khanum’s full time in an office of my own all within 10 months of launching.

 

The Many Sources of Inspiration

 

Rokeya: Khanum’s has already established itself as the go to brand for heavily embellished statement jackets such as blazers and bombers, so I try not to move away from this aesthetic. For each collection I like having a specific theme e.g. For AW19, it’s heavily embellished metallics on metallic textures. This was inspired by the 2018 Met Gala. I loved the richness of the looks and wanted to create jacket versions.

 

The Impact of Social Media

 

Rokeya: Social media, mainly Instagram, has acted as a key marketing/promotional tool for Khanum’s. I truly believe it’s been advantageous, from the first day of launching when I collaborated with a UK based influencer. She posted the jacket and it was an instant reaction of sales, gaining followers organically, interest from influencers globally. I’ve taken advantage of this and have continued to collaborate.

 

Khanum's

Photo: Courtesy of Khanum’s

 

A Usual Day in Rokeya’s Life

 

Rokeya: First thing I do is check my WhatsApp messages from my manufacturers to see production progress and approve patterns, designs etc. I also check emails and messages on various platforms and try to reply straight away. My son and I get ready for the day ahead and head out to work/school together. The rest of my day comprises of preparing orders for fulfilment companies to pick up (I still want to package all orders myself), create content for social media, manage inventory, send designs to tailors, search for photoshoot inspiration, respond to customer queries and generally try to tick off to do’s on my Trello board. I’ve come to realise when you run your own brand there is no stringent working hours. It’s all day every day and it’s ok because this is my passion, my baby and work doesn’t feel like work.

 

The Favourite Khanum’s Styling

 

Rokeya: Khanum’s pieces do all the talking with all their gorgeous detailing and intricacies. I like to style them simply with a pair of wide leg trousers or a slip dress. I tend to team the bomber jacket with a hoody underneath, I think it creates a chic yet cool vibe. I love that you can wear the jackets up or down. The styling is endless.

 

The Insider Tip for Aspiring Designers

 

Rokeya: Research your product, find a niche as this industry is competitive and becoming saturated due to fast fashion e-tailers. You have to have a unique selling point with your own competitive advantage which people will buy into. Once you have your idea, go and execute it. Don’t wait, just do it before someone else does!

 

Khanum's

Photo: Courtesy of Khanum’s

 


 

Follow Khanum’s: @khanums