A personal branding session with Canberra’s rising fashion visionary
It’s not every day you work with someone whose journey is as inspiring as their designs!
Meet the incredibly talented Farishta Arzoo, the founder and creative force behind emerging fashion brand, RAAZ. Our personal branding photoshoot showcased one of her truly stunning garments (trust me, this dress is even better in real life – I was constantly saying ‘wow’ throughout the session!). Farishta is already making waves on social media, but beneath it all lies a powerful story of resilience, heritage, and the beautiful fusion of culture and couture.
Raaz is more than just a clothing brand; it’s a testament to Farishta’s extraordinary life. Born in Pakistan to Afghan parents, Farishta’s early life was marked by hardship, including being denied formal education.
Her arrival in Australia in 2015 was a turning point. With limited English, she began her education in Year 11, graduating from Dickson College, before studying fashion design at CIT. This year, she achieved another milestone, graduating from the Australian National University with a degree in visual arts.
“My business began in late 2023 as a way to combine my cultural heritage with my passion for fashion, creating clothing that tells the story of my background,” Farishta said.
The Meaning Behind RAAZ
The name RAAZ means “secret” in Dari, Farishta’s native language, and holds a deeply personal significance. It’s the name of her older brother, tragically kidnapped and missing since 2009.
“Using his name keeps his memory alive and adds a deep, personal significance to my work,” she explained.
“I also feel the name reflects the mysterious and unique quality of my designs.”
One-of-a-Kind Creations: Global Inspiration, Local Craftsmanship
The unique process behind each piece of clothing sets RAAZ apart.
“Every garment I make is one-of-a-kind,” Farishta said.
“I often take old materials and vintage dresses, and recycle them to give them new life. This makes each piece unique and sustainable.
“I source most of my fabrics and embroidery from Afghanistan and Pakistan, where they’re handmade by skilled artisans.
“Each piece carries cultural meaning and craftsmanship that makes it special.”
This dedication to authentic materials and traditional techniques means that each piece of clothing is art with a story to tell. Farishta is also developing Western-style designs that incorporate traditional Afghan embroidery and details.
The Labour of Love: Crafting Unique Stories
Creating these one-of-a-kind pieces is a meticulous and time-intensive process.
“Most of my dresses are made by recycling old garments or vintage dresses,” Farishta said.
“I start by carefully unstitching the original piece, then cut, overlock, and create new patterns before I sew everything together.
“Because I do every step on my own, it ensures that each piece is completely unique and crafted with care.”
“Depending on the design and complexity, and if I work on them non-stop, it can take a few days to create a single garment,” Farishta said.
The Future for RAAZ
Farishta has ambitious and inspiring goals for RAAZ.
“In five years, I hope to have a top-quality fashion label known for recycled and handcrafted garments, with my logo recognised internationally,” she said.
“I want to reach customers all over the world and grow my brand into a luxury label. I also hope to have my own studio and expand into ready-to-wear collections, while keeping my unique, cultural, and handcrafted pieces at the heart of everything I create.”
RAAZ – More than Just Fashion
RAAZ is deeply intertwined with Farishta’s personal journey.
“Every garment I create carries a part of my personal journey, from growing up without access to education, to learning and adapting in Australia, to building a business that celebrates my Afghan heritage,” she said.
“I want people to know that my work is not just about fashion; it’s also about caring for the world. Fast fashion and mass production harm the environment, so I focus on recycling materials and giving old garments a new life, creating unique pieces that are sustainable and meaningful.
“When someone wears my clothing, they aren’t just wearing a garment; they’re wearing a story, a culture, and a piece of heritage. Each piece connects the past and present, carrying beauty, tradition, and purpose.”
You can reach Farishta through Instagram, where she showcases her many beautiful designs.
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