Imran Amed is a Canadian-British Fashion Expert, and the founder and editor-in-chief
of Business of Fashion. He is regarded as one of the most influential personalities
in the world of Fashion.
What does identity mean to you?
Identity comes from a variety of places: upbringing, cultural heritage, national values, experiences. There is not just one place.
What does the power of influence mean to you?
Influence is a lofty word, but I believe influence comes with responsibility as opposed to ‘power’. When one has influence, I think it is important to use that influence responsibly, and to a positive end.
How would you describe the concept of Brand Identity and it’s importance?
Brand identity is the personality and characteristics of a brand. People use the world ‘brand’ quite liberally however, and this is a mistake. For a brand to be a brand it must have a special emotional resonance with its consumer base.
What makes BoF unique?
BoF’s uniqueness comes from how it was born and how it has grown with the support of a global community. Brands used to be built by advertising and PR, but now, increasingly they are built by communities of people. BoF is one of these kinds of media brands.
Where do you see the India Fashion Industry in the next 5 years?
Indian fashion seems to be at an crossroads as local designers gain confidence and begin to think beyond the lucrative bridal market. With the rise of internet, a growing middle class and increased connectivity to the global market, creating collections that appeal to the growing Indian masses using digital engagement will become more and more important.
This interview is a part of a series of interviews conducted for my graduation project titled ‘STATEMENTS’, based on my in-depth research and dissertation on ‘Influence & Identity’ in the world of Fashion. All illustrations by Naina Hussain. For the full book, click here.