Think fashion and there are some names like Kim Kardashian and Malaika Arora that instantly flash in our minds. They are undoubtedly fashion divas who influence fashion lovers across the globe. Ajmal Khan too, some years back, like any other good looking youngster of his age, was inclined towards fashion and wanted to take up modeling. But little did he know that in a matter of a few years, he would become a big name in the fashion industry and that his style statement would influence many. Today, he boasts of a large social media audience, with 18 lakh likes and 7.9 lakh Instagram followers. His better half Jumana is also a recognisable fashion blogger with almost 3 lakh Instagram followers and is part of the wave of ‘hijabi bloggers’ – Muslim women giving voice to their love for fashion while wearing their hijabs.
Ajmal’s secret to success are the perseverance and passion he has for fashion and his decision to use digital marketing in a wise manner, which has in turn made the 25-year-old fashion blogger dominate the space. Explaining more about his initial days, Ajmal says–
“Sometimes the path to becoming a successful fashion influencer, with lakhs of viewers on Facebook and attaining Instagram followers, starts out as a lonely one. At 16, I realised I have a taste for photography, fashion and modeling. I started meeting people with similar interests in my hometown Thrissur and learned more about fashion.
However, posing for some amateur photographers and working with fashion stylists from my hometown weren’t enough to showcase my works to the world. That’s when I started exploring digital marketing as an option. By 2010, the internet turned out to be the best playground. There was a huge acceptance from upcoming photographers and other fashion enthusiasts. Perseverance, consistency and creating my own unique style statement have sustained me till now.”
However, it was not a cakewalk for Ajmal, who recalls that understanding fashion being in Kerala, where fashion sense and influence of brands were still catching up at that time, was a challenging task. He, therefore, decided to go ahead with his graduation in mechanical engineering as well, along with pursuing his talent.
“I was never exposed to the industry properly. There was no means to study the core functions of the fashion industry and I was unaware of how I could be a part of it. I decided to learn and develop a unique style quotient. I, therefore, took inspiration from the internet and started improvising. I like to concentrate on even the little things behind what I wear. I like a neutral palette and what I would call a trendy-sophisticated look. Essentially, you are wearing art on your body. Any piece I buy has to mean something. It has to trigger some kind of inspiration. This is how people started recognising me in public and on social media,” he explains.
His hard work paid off and he never looked back. He moved to Abu Dhabi, where collaborations with photographers, designers, brands and stylists have pushed him ahead and now along with Jumana, he is gearing up to launch his own fashion label. they focus on affordable, stylish and trendy products.
“We are planning to launch a web platform where it makes it easy for other brands to collaborate with us. Digital platforms will be developed to co-brand and promote brands in hospitality and the fashion industry,” says a multi-talented Jumana, who, along with pursuing her studies in law, is passionate about fashion, photography and fitness. She belives that everyone should enjoy the experience of giving new life to different styles.
She is a prominent name in the clan of Hijabi bloggers, who, along with abiding by the values of their religion, are living their dreams as well. When asked if her religion is a barrier for getting involved with fashion, Jumana replies, “I don’t understand why you can’t be interested in fashion and be a Muslim. In all pictures, I am either wearing a headscarf and my clothes – however fabulous they may be – conform to Muslim standards of modesty. I think of dressing smartly as a way to represent myself and my religion. The choices women make to present themselves to the world are more than just aesthetic — they are political, too. I don’t want to be a poster girl for anything but I am happy to bring my point of view to the more mainstream fashion world and hospitality industry. I am a pure vegan and I concentrate more on lifestyle, fashion and fitness blogging.”
Understanding that influencer marketing and affiliated marketing in digital platforms is going to be a very big thing, the couple, through their label, aims to make every brand available for customers in a easier way. Ajmal stresses that if their tie-ups with corporates are fruitful, they will be bringing in lots of support for underprivileged kids in India from the Middle East. “We also want more youngsters to take up photography, fashion styling and designing as their profession. We will be supporting them in building a platform for their career and reach a wider audience,” he concludes.
