Redefining Fashion Through the Lens of Wellness.
EVERYDAY PHENOMENAL
published by FizzyMag 15.05.24
concept, outreach, & interview by Emma Burton
How It Happened
Connecting with founder Ayesha Mustafa felt like a closer look into the future of having an intentional wardrobe. I was drawn by how she leaned into her fashion background to create something that lived in the wellness space. It wasn’t just about fashion, but the ‘Circle of Feeling Good’. The idea that what we wear can be a powerful support system for our mental wellbeing.
Beyond the interview, I designed our collaboration post to broaden her story. My goal for the design was to visually translate everyday phenomenal’smission, ensuring the creative direction aligned with the brand’s calming, buttery-soft aesthetic whilst mirroring women's empowerment.
Exploring Ayesha’s journey as a founder reminded me of the importance of substance in style. This project was a joy to explore because it proves that when we lead with empathy and purpose, fashion becomes about so much more than just what we see in the mirror; it becomes about how we feel within ourselves.
“ When I looked into starting a brand, I spoke to women, and one thing that was missing was that they run around, stressed, juggling life, especially in a city like London.
They don't prioritize themselves and are lower down on the list. Women have countless tasks, so focusing on taking care and loving ourselves first is vital so we can be good for others.
Women are taught to compete against each other, so by taking that away, there’s enough room for everyone to grow and come together, which is paramount. ”
— Ayesha Mustafa, Founder of everyday phenomenal
Images courtesy of everyday phenomenal