Nima, Designer

“Inspirations for every collection come from different places and everywhere,” says Saks-hot fashion designer Nima, concerning his self-titled line, “but in the end, it should really transform into my idea of beauty and status.”

Nima has transformed his idea all right, into an amazingly rare success story. The Iranian-born-and-Parsons-trained young designer has accomplished something few new graduates have. Immediately after graduation, his fledgling collection was bought by no less a fashion institution than Saks Fifth Avenue. The collection was an immediate hit, and Nima became a young superstar, when most fashion grads are lucky to score an internship.

“The line is designer ready to wear,” is how he describes his creation. “It’s a really simple, modern, clean collection. Not sporty but very clean and modern. There is simplicity in the line, which I try to keep. I like things very sharp and very clean. It’s luxury, but at the same time, it’s effortless.”

His simple idea has translated well among the many customers who are often fickle and not eager to open their wallets, especially when it comes to ready-to-wear.

“I’m designing for women who have a great understanding of colors, shape and sophistication,” Nima says.

Despite his success, Nima is still very hands-on when it comes to the soup-to-nuts mechanics of producing his product. He personally handles many aspects of his production schedule.

However, he considers his models vital to his success.

“Having a good model really helps,” he says. “A model that embodies and captures the collection is really important. Having the right look, having the right fit. Sometimes having very young girls of about fourteen or seventeen may not look right in my collection because the look is more sophisticated. It’s just about having that right look and right fit and the right image.”

There are models for lookbook and runway, but Nima considers his fit model to be his ace in the hole.

“When the line goes to production, it is a very intimate situation,” he says. “The model should understand fit. My production model is great. She gives me amazing feedback. She’s the one throwing the clothes on and she tells me, ‘oh, change it here’ or ‘change it there.’ When it comes to production, I need somebody really experienced, who understands the construction of the garment.

“For a production model, it is really important to have the knowledge of construction and how things are made, because they are the ones trying the clothes on, they are the ones feeling it. They are the ones who know what to feel for in the garment, if there is something wrong and needs to be changed. They should know those little things that they tell you to fix. The presentation models and runway models should just look great and know how to carry on the clothes.”

As Nima’s line continues to evolve and the word-of-mouth continues to carry, he plans on carefully growing his company with a full understanding of the reality of reality.

“Whenever I design something,” he says, “I try to keep the balance between commercial and design. The things I do are wearable, understandable. I always have the customers in mind, to create something that they can wear. It’s not pure fantasy. You can never come with a product to satisfy everybody, but I definitely try to reach a broader audience. I do my best to create something that is understandable for a wider range of people.”

This is a trait not shared by every designer in the garment district, and often it means the difference between long life and half life.

“Some designers are very specific in what they do,” he says. “At the same time, when it comes to business, you really have to sell your clothes. People should go, try it, love it and buy it, and if that doesn’t happen, it’s hard to go on in this business because the competition is high, and you really need to sell your garments. If it’s not sellable or understandable, no one is going to buy it.”

His advice for up-and-coming young designers (other than himself) is much like his clothing: simple, straight-ahead and head-turning.

“If you’re doing well, if you’re selling, and if your product has potential, just try to stay there,” he says. “Something good will happen. It’s just a matter of time. The business is tough, and nothing happens overnight. It’s hard work, but you shouldn’t let that get in the way. Just do it.”

For a closer look at Nima’s collection, go to http://nima.net