Defying expectations and adversities
London is an esteemed fashion capital of the world and the home of globally renowned fashion houses like Burberry, Vivienne Westwood and Alexander McQueen to name but a few. As such, entering this exclusive world proves to be the stuff of dreams. Surely, Alice had an easier time finding her way into Wonderland?
Well, meet Shukria Hussain, 25, a fashion and beauty influencer/model, who happens to have fallen down that fantasy rabbit hole. Hussain finds herself at the centre of London’s fashion sphere, attending fashion shows, brand’s social gatherings and brushing shoulders with the who’s who of the industry.
However, her journey was not one without obstacles. Hussain recalls growing up in a council estate with her parents, who emigrated from east Africa.
“I grew up in North London on child benefits, so, for me, the only way out was to follow a traditional career path,” she says.
Hussain’s upbringing made her aware of the importance of financial security from a young age. She was conditioned to believe her way to achieve this was through academic excellence and the pursuit of a career in STEM.
She says, “Because I grew up in poverty, I was made to believe the only way up was through school. I feel like I’ve been discouraged from pursuing an alternative career as it’s not mainstream, not stable.”
Additionally, Hussain’s Muslim background meant her parents were not always fully supportive of a career in fashion or beauty. Despite this, Hussain maintained an interest in the industry: “I always loved fashion and makeup but it was more of a hobby then something I would pursue. It was like a dream, but it seemed so far away.”
The influencer
Hussain first got her big break through TikTok, after entering a competition by Rimmel. She remembers entering without any expectations.
“I just thought I would do it for a laugh but when I made it through to the interview part, I was like wait a second,” she says, her voice giddy with excitement, eyes brimming with stars, as if she were reliving the moment in real time.
After winning the competition, Hussain was signed by Storm, a major modelling agency. She says, her face lit up, “Suddenly, I had this potential career rather than a far-away, make-believe dream that I could never see happening.”
Certainly, the birth of the influencer with the rapid expansion of social media has presented a lane for people like Hussain, who do not come from a privileged place of connections or wealth.
Katelyn Fouladgar, 23, a marketing executive for Bauer Media says, “For brands to go digital, they need to utilise social media to appeal to younger audiences. Influencers create a sense of relatability for consumers as representatives of a brand’s values.”
Representation matters
Now, Hussain feels the responsibility of being the representation she yearned for growing up. Sabrina Elba, founder of S’ABLE Labs, was Hussain’s role model as a woman who shines as brightly as her famous other half, Idris Elba.
“Seeing people who look like me, who come from the same environment as me, succeeding makes me want to be the same for the young Black girls of today,” she says.
Hussain’s best friend, Abayti Abdurahman, is proud of her growth: “I’ve grown up with Shukria and seeing her become the woman she is today fills me with pride. She’ll be a beacon for others to look up to.”
Hussain has no plans of slowing down. She plans to continue taking the fashion and beauty world by storm.
“I have potential; I love this industry and I’m gonna give it my all!”
Do you trust what your favourite influencer recommends?
Yes
No
Sometimes
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