Sahra Bukhari

Being recognised in the London Design Awards is incredibly meaningful to me, both personally and professionally. As an emerging designer, receiving this recognition feels like a validation of the passion, dedication, and storytelling that I pour into my work. Being honoured by the London Design Awards encourages me to continue growing, evolving, and contributing meaningful work to the fashion industry.

Most importantly, it reminds me that storytelling through fashion can resonate with people globally, and that is something I value deeply as a designer.

This achievement has been a very exciting and motivating moment in my career. As an emerging designer, being recognised by the London Design Awards has helped bring greater visibility to my work and strengthened my confidence in my creative direction and storytelling approach.

It has opened new opportunities to connect with other creatives, industry professionals, and audiences who appreciate meaningful and concept-driven design. The recognition has also allowed me to further establish my identity as a designer who values depth, emotion, and narrative within fashion.

Professionally, this award has encouraged me to continue expanding my portfolio and pursuing more ambitious projects that challenge both creativity and craftsmanship. It has also created opportunities for future collaborations and conversations within the fashion and design community, which I’m incredibly grateful for.

Experimentation plays an important role in my creative process because it allows me to explore new ways of storytelling through fashion. I enjoy pushing creative boundaries by experimenting with textures, silhouettes, and fabric techniques to create designs that feel emotional and meaningful.

One example was a project where I used fabric manipulation and layered construction to express themes of transformation and vulnerability. That experience taught me that experimentation helps turn ideas and emotions into impactful visual stories.

One of the most unusual sources of inspiration I’ve drawn from was for a children's wear project inspired by the imagination and emotional honesty of childhood. I explored how children express creativity without limitations, using playful storytelling, exaggerated silhouettes, and vibrant details to reflect curiosity and freedom. The project challenged me to design from a more instinctive and emotional perspective, which became a meaningful experience in blending storytelling with fashion.

I wish more people understood that the design process is much deeper than creating something visually beautiful. Behind every collection or garment, there is research, storytelling, experimentation, emotion, and problem-solving. For me, design is about creating meaningful experiences and communicating ideas through fashion, not just producing clothing. The process takes time, intention, and a lot of personal passion.

I believe the balance comes from communication and understanding the core vision of a project. I always want clients to feel heard while also bringing my own creative perspective and storytelling approach into the work. I try to find a middle ground where the design fulfils the client’s expectations but still feels authentic to my identity as a designer. For me, the strongest results happen when collaboration and creativity work together naturally.

One of the biggest challenges while working on my award-winning design was translating deep emotional storytelling into a visual and wearable form. I wanted the project to feel meaningful while still maintaining strong craftsmanship and design balance. I overcame this by experimenting with different materials, silhouettes, and construction techniques until the narrative felt authentic and cohesive. The process required patience, creative risk-taking, and trusting my instincts as a designer.

When I hit a creative block, I usually step away from the pressure of designing and reconnect with things that inspire me emotionally, like art, films, music, photography, or everyday experiences. I also enjoy observing people, conversations, and different environments because inspiration often comes from real-life emotions and storytelling. Giving myself space to reflect and experiment without pressure helps me return to the creative process with a fresh perspective.

I infuse a lot of emotion, storytelling, and authenticity into my designs. My work is deeply influenced by personal experiences, identity, human connection, and the idea of using fashion as a form of expression. I value creating designs that feel meaningful and emotionally resonant, rather than just visually appealing. Through my work, I aim to tell stories that connect with people on a deeper level and create a sense of emotion and individuality.

My advice to aspiring designers is to stay authentic to your creative voice and never be afraid to take risks. Success takes time, patience, and consistency, so it’s important to trust your process and continue learning and evolving. Most importantly, create work that feels meaningful to you. Passion and genuine storytelling will always make your designs more powerful and memorable.

I would love to collaborate with Daniel Roseberry because I deeply admire his ability to combine surrealism, emotion, and craftsmanship in such a powerful way. His work for Schiaparelli feels artistic, bold, and conceptually driven, which really resonates with my own passion for storytelling through fashion. I’m inspired by how he transforms fashion into an emotional and visual experience, and I think collaborating with someone who approaches design with such creativity and imagination would be incredibly inspiring.

One question I wish people would ask me is, “What emotion or story are you trying to communicate through your designs?” because storytelling is at the heart of everything I create.

For me, fashion is more than clothing; it’s a way to express identity, emotion, and human experiences. Every project I design carries a deeper narrative, and I always hope people feel something meaningful when they see my work.