She started off with a small line and named it after the initials of her two sons. Although her first line did not create much buzz, “Z&Z” by Simily was determined to create and reach out to Bangladeshi customers abroad who, they believed, would appreciate quality work done using local materials and embroidery with finer finishes.
Social media played its role as did word of mouth, and slowly, orders started rolling in from across international borders.
By 2015, she had opened her own store.
When asked about the entire process of how she creates a line, Simily said, “My designers and I discuss over a storyboard that includes a colour palette for the season, designs, styles and which fabrics to use. As the designers start creating the look, I am involved in every step of the way, guiding them and incorporating my own little details.”
Once the initial designs and styles are settled, Simily says, “The focus then shifts onto the nitty-gritties of procuring the raw materials from different parts of the country, dyeing them and getting the different kind of embroideries like karchupi and hand-stitching completed and sewn.
Simily's signature lies in the cuts of her fusion ensemble with a focus on the finishing details of the outfit, without compromising on elegance and chic factor that she brings to each of her traditional garments, in addition to her love affair with muslins and silks which are very much evident in her lines.
Every piece she makes is trendier than the next one, and includes pants, jackets, gowns, skirts, jumpsuits and blouses. “Embroidery work always has to be of a certain standard and quality; neat and embellished,” she said.
Florals are the new global obsession that Simily is no stranger to, and incorporates in the form of prints and embroidery in combination with different colours.
“I think style is all about how you carry yourself regardless of what age you are. That's what I believe my brand is all about. Making women feel great no matter how old or young they feel,” Simily said with a smile.
In addition to be prêt-à-porter, she also maintains a bespoke service for her long-term customers, simply to cater to their requirements, ensuring the best service possible.
Her recent collection was dominated by a lot of whites and heavier embellishments, keeping in mind how festive winter generally gets in Bangladesh. Simily has already debuted a more casual line for women on the go, which she is expanding further.
“I love gowns, but my own personal style is more on the casual side. This line includes kurtis, shirts, pants, skirts and scarves that do translate well into evening events, without breaking the bank,” she said.
There is a lot of use of different kinds of local cottons, keeping in mind comfort and fit with a respect to earthier tones and less shiny embellishments.
When asked about 2019 trends, Simily thoughtfully remarked, “Fusion styles with cuts and layers and jackets for this winter and florals and different sleeves will be dominating the coming year. Fluorescent colours will possibly become the next big thing.”
For more information, check out their Facebook page: https://www.facebook.com/znzcollection
Or visit their store: House: 15 Road:43 Gulshan 2, Dhaka, Bangladesh 1212
Photo: Sazzad Ibne Sayed
Wardrobe: “Z&Z” by Simily
Make-up and Hair: Noyon Ahamed and Niloy
Styling: Sonia Yeasmin Isha
Location: Mermaid Beach Resort, Cox’s Bazar