Aydha Mehnaz is a 26-year-old Bangladeshi creative and communications specialist with over 7 years of experience in global luxury fashion based in Paris. She currently is the Brand Image and Communications Officer for the renowned French luxury fashion brand, Mugler which is owned by the world’s biggest beauty conglomerate, L’Oreal Group. Taking the mainstream Parisian fashion scene by storm, Aydha and the team at Mugler have led strategic communication initiatives that have revived this famous brand from the ’80s to be the modern pop culture phenomenon, with notable partnerships with celebrities such as Dua Lipa, Cardi B, Beyonce, Ariana Grande, Miley Cyrus, and Bella Hadid. As one of the top graduates of her class, Aydha holds a double master’s degree in Manager du Développement International Mode et Luxe (International Fashion and Luxury Brand Management) from the prestigious French fashion school, ESMOD Paris.
Locally, she was a crucial part of Sailor’s marketing team since the brand’s inception in 2014, dividing her time between Sailor and her biochemistry undergraduate studies at North South University before moving to Paris to pursue higher studies in the fashion business. With a proven successful track record, Aydha is also a pioneer in the modest fashion network, having represented Bangladesh at various international events and panel discussions. Fashion Publications like Vogue and Harper’s Bazaar often enlists Aydha as one of the most sought-after modest fashion profiles globally.
Recently Textile Focus’s Editorial Assistant Farzana Alam Piya had a conversation with Aydha Mehnaz, Brand Image and Communications Officer at Mugler while she shared her more than 7 years of experience working in global luxury fashion brands. Here is the summary of the conversation-
Textile Focus: As A Luxury & Fashion Communications Specialist, How Do You See The Fashion Industry?
Aydha Mehnaz – The fashion industry is a fascinating space to be working in. I think it is one of the only industries in the world that can influence everyone’s lives to such an extent. From the luxury boutiques on Avenue Montaigne in Paris to the remote neighborhoods’ shops of my hometown of Narayanganj; no matter who we are and where we live, we all have been influenced by different kinds of fashion trends even if we are not always thinking about it.
Textile Focus: From A Biochemist To A Communications Expert What Inspired You To Become A Part Of The Fashion Industry?
Aydha Mehnaz – I consider myself to be very lucky to be able to make such a 360 shift at such a crucial stage of my career. As a child, I was fascinated by the shows I saw on TV- essentially drawn to the ‘sparkly’ side of it. As an adult, I began to fall in love with the process of how it all comes together. That ranges from how it is made to how it is communicated about to what goes on behind the scenes of a fashion show or collection for instance.
Textile Focus: Having Worked With Both Bangladeshi Brands & International Brands, What Similarities & Differences Have You Noticed Between The Two?
Aydha Mehnaz – One of the unique similarities between both countries I am mainly affiliated with (Bangladesh and France) is that fashion and the apparel industry plays a very crucial part in supporting the economy. To be able to witness and contribute to all sides of the fashion story humbles you down to appreciate the creative process very much.
Textile Focus: What Would Be Your Suggestions For The Development Of The Bangladeshi Fashion Industry?
Aydha Mehnaz – As Bangladeshis, I believe that we have the talent and grit to master anything once we put our mind to it. As a very young nation within such a remarkably short amount of time, we have become one of the leading manufacturers to some of the biggest names in the mainstream global fashion industry. It would be amazing to see more active initiatives on sustainability as well as how we are being branded as manufacturers to the final customers on a consumer level. For the local retail market, I look forward to seeing home-grown brands whether big or small think about cementing a strong brand DNA, in addition to focusing on seasonal sales objectives. A solid DNA and how it is being communicated from a creative point of view is crucial to building a legacy brand that customers will remember for years to come.
Textile Focus: Communication Is A Key Element For The Development Of Any Organization Or Business. What Would Be The Message To The Youth Who Would Like To Pursue Their Career In This Sector?
Aydha Mehnaz – To be able to find joy in what you do is one of the most rewarding experiences life has to offer. If working in fashion is your dream, be persistent and don’t give up because it is a very competitive industry no matter which part of the world you are in or come from. Always try to remind yourself why you want to do it. Fashion is about making people dream, and to make others dream, you need to be able to dream yourself.
Textile Focus: Any message for Textile Focus?
Aydha Mehnaz – My line of work mostly makes me research different ways of fashion communications and branding, therefore articles on Textile Focus have been very useful to gain insights on various innovations and development within the apparel industry. A big thank you to Textile Focus and its readers for taking the time to get to know me.