Srimah Khan graduated from Regent's BA (Hons) Fashion Design (Marketing) course in 2018 and has since launched her own fashion brand, Ardour London.
Regent’s prepared Srimah with the practical and professional skills of marketing, design, and business planning to launch a brand that aligns with her personal values of sustainability, charitability, and modesty.
When searching for a university, Srimah attended the Regent’s Fashion Showcase as a prospective student and 'couldn’t believe that students made those clothes.' At that moment she applied and joined the course in 2015.
What Srimah found exceptional at Regent’s was the intimate and friendly atmosphere. 'While I got my own space to work, I also had a lot of one-to-one time with the tutors and that balance was a really attractive offer. At every stage, the tutors and support staff put in the extra effort'.
Speaking about the Fashion Design (Marketing) programme, she mentions 'I saw both the creative and business sides of the industry. This helped to prepared me for my career as I got a rounded understanding of the industry. Although I'm more creative than business minded, Regent's has taught me how to do a lot myself when starting my own entrepreneurial journey.'
'Ardour London is inspired by both my interest in designing modest womenswear, but also by a genuine gap in the market. The big brands don’t get it right – the playful, fun element is missing.'
Ardour London is also committed to supporting the alleviation of poverty in Pakistan. A percentage of every sale is donated to this good cause, as well as other charities. 'Because the brand is personal, it reflects my values' Srimah comments. 'It's part of a movement based on positivity, ethics, and morals. You can have great fashion and a brand that's constructive and supportive to society. Ardour London is a space for change.'
For aspiring fashion designers and entrepreneurs, Srimah insists that it's vital all students at Regent’s 'utilise all the resources, networks, and contacts. Don’t be complacent, but see this time as a chance to build a platform for your future career. All these skills and networks are so important for those entering not just the fashion sector, but all industries.'
You can visit Ardour London at www.ardourlondon.com.