IWD interview with Arooj Aftab

From being named one of Vogue Business’ 100 innovators to founding the #donewithdiversity campaign, fellow fashion student Arooj is making sure her presence is known by tackling one of the industry’s biggest issues- inclusivity. As a fashion inclusion consultant, she is the voice behind the scenes making sure there is a seat at the table for everyone. From attending the latest fashion shows to hosting the Tommy Hilfiger frontier challenge, she is an inspiring figure as a British-Pakistani Muslim woman making an impact in industry. For international woman’s day, we got to hear about how Arooj got started in the fashion industry and her achievements up until now.

You are a fashion inclusion and casting consultant. What does that role entail?

Every day looks so different. But usually, a lot of the work is observing and researching. I talk to brands on how to approach diversity without being tokenistic, and this can range from outfacing campaigns to being behind the scenes, panels and workshops!

The fashion industry is an extremely competitive and daunting environment. How did you break into the industry?

It really is! As young as 14, I sent industry leaders emails and publications to write for them or do any free work. Honestly, I was super keen on building connections as I didn't know anyone in the industry, so I had to work super hard to put myself out there.

I started a blog around 2009 on which I spoke about fashion, upcoming brands, and fashion weeks and even shared my outfits. With this, I built a following on Twitter, which then progressed to Instagram, and organically I would follow and connect with people. I also made sure I attended suitable events to be in these spaces, so I was always looking and quite active!

In 2020, you became the founder of 'Done with Diversity' and an advocate for ditching the term 'Diversity'. What does the campaign mean to you and why did you start it?

My experiences with tokenism and being the only brown woman behind the scenes of projects supposed to centre diversity inspired the campaign's launch. I think normalising what's normal should be the norm, ha-ha. Sometimes industries look at diversity from a white lens, and it can be quite baseless. It makes the white, heterosexual, non-disabled man and woman look like the norm, and anyone who isn't that is considered diverse, which is othering. I don't understand how society can base diversity on skin colour and appearance when it's a normal part of identity.

The fashion industry is still developing in terms of inclusivity. As a British-Pakistani Muslim woman, do you ever feel nervous about being the 'odd one out' in a room?

Interesting question. No, and yes. I'm at a point where I will go into any room and be unapologetically me. Also, I don't feel like people necessarily need to look like me or be the same for me to relate to them. I strongly stand by culture over colour. However, in some cases there have definitely been times in which you're not necessarily made to feel all that welcome.

You are featured in 'The Vogue Business 100 innovators' list. How did you feel when you received this title?

Overwhelmed, I still am in shock. I didn't expect it. I often feel like I'm not doing enough or should be doing more, and I can get myself into a rut, but it goes to show you never know who's watching! Overall, it's a great feeling and has definitely motivated me even more, to keep going

What is your advice to young women at the beginning of their career in fashion?

Storytelling is important. Ask yourself what you are passionate about and what represents you.

Follow Arooj on:

Instagram- @AroojAftab

Instagram- @Donewithdiversity

Written by: Mia Mazzocchi :)