The women in Generation’s Parwaaz make no effort to hide: flaunting in bright pinks, reds, and yellows. They stand out in the sun as they ride their bicycles along a lush landscape of hills and sea. Parwaaz, or flight, is dedicated to ‘women who move’. One of the brilliant women featured in this campaign is none other than Ayesha Mehmood – former editor and writer at IBA Today. I met up with Ayesha to discuss her experience regarding working on this project.
Take flight this season with clothes that don’t hold you back… Presenting “Parwaaz”!
Tell me about yourself. What was the journey that led you here?
I am a junior-year SSLA student, majoring in Psychology; who also happens to be working in HR, and running an NGO – yes juggling it all along with everything else. I have always been the one to break out of my comfort zone and be adventurous with my experiences. My ultimate inspiration was my late father; my father told me that the universe is never constant. It is what keeps us moving other than the will to acquire and impart knowledge. Furthermore, I truly believe in the fact that real growth begins outside your safety bubble. Knowledge is anything that adds to that growth. Trying out different sports, attempting to learn different skills, or traveling to unknown destinations. The drive and willingness to stay ahead of my personal curve is what encourages me to take up new challenges including this very campaign. This is for my father.
What was your response when you first heard of Parwaaz?
So honestly, I’ve been lucky. I’ll tell you how this happened. There was a post running around on social media by various celebrities looking for Karachi-based female cyclists for a film. Since I am fond of cycling and wanted to explore this opportunity, I immediately applied with my details. Well, I was optimistic, but deep down I was unsure if I’d be shortlisted. It was no less than a dream to be chosen by a brand this esteemed for an elusive campaign. Although, at the same time I did feel quite overwhelmed to shoulder such expectations. Nevertheless, that emotion was subdued by the gratitude I felt to be presented with such an opportunity.
How was your experience working with the team?
Initially, I felt a little intimidated by the people around me because deep inside I felt like I was a stranger to this world. However, that quickly went away when the entire team made me feel like I had been around for ages. This includes the production team, stylists, and especially my co-models who made this campaign worthwhile. The girls I worked with were super talented, and the kind of meaningful conversations that we had regarding our stories and our life experiences- we learned a lot.
As a woman living in Pakistan, how important do you think claiming space is?
I firmly believe that claiming our space is quintessential because women no longer want to be bound by societal constraints. The best way to do that is to redefine what “normal” looks like for us. Moreover, for me, “normal” is being able to be anywhere I want, doing what I feel is good for myself, and feeling as safe and comfortable as anyone else.
What impact do you think Generation’s Parwaaz would have?
Parwaaz is inspired by women who move, who make a change, and who can do it all! This is a project that shows women empowerment in ways where they can feel liberated enough to do whatever they want – you can ride a cycle while wearing desi clothes. The campaign not only blends in power, beauty, and resilience of women but also women supporting each other in order to challenge the patriarchal society. This campaign has been applauded from around the globe over how it has projected the concept of women ‘taking a flight’ to freedom and dream. I’m honored to be a part of such a powerful project.
Any message you would like to give to our readers?
My message to the readers and especially to all the wonder-women would be to constantly ask yourself every day: have I challenged myself enough? If the answer is no, then my advice would be to look towards something that you had always wanted to do, but for some reason couldn’t do it; and then take a small step towards it. With every small step you take, you move closer to escaping your comfort bubble. Rest assured, you will step out of it, and once you do, the satisfaction of doing so will outweigh every struggle that held you back. Lastly, art exists in all professions, and we all are artists of our lives. So paint your life through the opportunities you take.
IBA Today wishes Ayesha all the best in her future endeavors!
