Celebrating Ethnicity

In search of, and effort to combine, heritage, intricate craftsmanship, and designs of sophistication, Tanzila Elma and Ahmed Tuhin Reza put their heart and soul into the creation of a fashion label, with a distinction. Nazifa Tasnim gets into a conversation with the dynamic duo about the stories behind the birth and future of the fashion house.

‘House of Ahmed’ is an exclusive fashion brand that reflects ethnicity and elegance in contemporary designs and styles with the vision not only to create a warm ambiance but also to offer one-of-a-kind à la mode ethnic pieces to enthusiastic fashion lovers all from its store, situated in Dhaka city’s posh Banani area.

When asked about how House of Ahmed came into being, Mr Ahmed says, “We had noticed from our intense market research, mostly in Kolkata and Delhi that boutiques and fashion houses there, had been busily packed with Bangladeshi customers seeking premium ethnic and wedding attires. It was only then we learnt, that there was a lack of premium fashion studios catering to this market segment and that we needed to create something unique with heritage value, that not only cater to Bangladeshis but in the long run can strive and can hopefully become, a global fashion house. “

Around October 2018 Mr. Ahmed resigned from his corporate job, while Mrs. Ahmed decided to not pursue opportunities to do her Master’s degree abroad. Indeed, the couple had decided to take a break from their corporate careers and plans, to explore the entrepreneurial qualities within. By taking part in various exhibitions and fairs and getting more than satisfactory and encouraging results, both the creative minds thought of the prospects of turning their passion into an exclusive fashion brand.

In a short span of time, House of Ahmed has been overwhelmed by its encouraging number in orders. Moreover, starting with just the two of them, the fashion house now has a hard-working earnest team of about 60 employees working full time, to deliver the finest heritage pieces onto your hands.

As I look around the store to witness what they have for us this Eid, I notice a wide range of punjabis-the muted hue and smart cut punjabis which can add a touch of freshness to your morning, the floral colorful designs suited for day wear and the premium quality cotton punjabis embellished with carefully done detailed hand work that can be chosen for your evening wear. The collection also displayed jackets and coats to go alongside the punjabis. The female section was mostly dominated by attires made out of the finest cotton, muslin, silk and chiffon with in trend cuts complimenting intrinsic ethnic designs. The finesse of craftsmanship extubated in the outfits encompasses a luxurious feel.

The founders of the fashion house credit their craftsmen for the excellence and believe in reciprocating care values towards their employees. “When we say we want to improve their lives, we really mean it. We seek to set a standard and value their creativity wisely. We have introduced marriage allowance and maternity benefits for them as well. We want to set a standard as such facilities are rare in this sector,” says Mr Ahmed.

About the philosophy of his brand, the entrepreneur points out, “House of Ahmed” is the first ever premium ethnic brand in Bangladesh which is globally accessible and desired by all due to, to some extent, its affordability. We believe we have created something fashion forward by integrating technology into every aspect of our work — from prior to designing the outfit, until displaying the finished product.”

He expresses his desire to create House of Ahmed as a place where people would be comfortable to come to in order to avail specialized and customized services.

In regards to their future endeavors for their fashion house, they mentioned their plan to launch an upcoming  bridal line for the wedding season ahead. The couple added that the people would no longer have to cross the borders in search of perfect wedding dress. Apart from that, they are queuing up the launch of an attire line dedicated to working women, along with a separate modest line consisting of hijabs and abayas.

The founders concluded, “We intend to exhibit our traditional fabrics such as muslin and jamdani in international platforms, and create a local and international awareness about the rich heritage that we inherit which is often overshadowed by the lack of exposure. Our local weavers and craftsmen are equally important to us and we hope to create a difference in their lives as we grow”.