Ayeda Clothing Brand
Ayeda Shadab, founder and owner of Ayeda Clothing Brand, is well known as a social media celebrity within the global Afghan community. Inspired and motivated by her fans, she started her own women’s clothing brand. She developed an impeccable sense of style through modeling, which she enjoys sharing with worldwide fans. Shadab challenges herself to create authentically, which has helped her gain an immense online following and a worldwide reputation as a successful fashion designer.
Two years ago, Shadab debuted Ayeda Clothing Brand in Kabul, Afghanistan, as an extension of the brand’s well-known online store, gaining momentum in China. Shadab received her bachelor’s degree in Malaysia, and after completing postgraduate studies in China, she began a modeling career there, which served as her introduction to the fashion industry. As the business gained success abroad, the company garnered attention from Afghan women on social media. Eventually, followers' insistence on a physical shop in Afghanistan convinced Shadab to open her Kabul location.
Shadab hired the Kabul team to support the high demand for Ayeda Clothing Brand in Afghanistan, of which 22 employees now operate. Currently, nearly a third of the staff are women who work at different levels of the business ranging from sourcing and buying raw materials, assisting in design or hand-sewing garments, and working retail, displaying, and selling items in the store. Despite the growth, Shadab remains passionate about conveying Afghan tradition through her designs.
Ayeda Clothing Brand creates women’s clothing with a mix of traditional and modern styles. From Shadab’s viewpoint, most Afghan women do not want to abandon their culture by committing entirely to western fashion trends. Therefore, she designs functional, stylish pieces presenting a fresh twist on traditional Afghan garb. Ultimately Shadab creates only pieces she would wear herself. As the business continues evolving and expanding, the shop has recently begun carrying a new line of bags, boots, and jewelry to complement her innovative designs.
Shadab plans on even more expansion, and with her brand taking off, the possibilities are endless. First, she intends to acquire a larger, well-equipped workspace where all employees will have space to work together at one location. She also wants to further the brand’s positive influence to reach more Afghan provinces. By partnering with Aseel, Ayeda Shadab hopes to increase her online presence by utilizing Aseel’s platform to reach global consumers. Raising her customer base inside and outside the country will only serve to meet her ultimate goal of sharing modern yet heritage-rich Afghan fashion with the rest of the world.