Mariam Seddiq is an Australian prêt-à-couture designer who rose to fame with her maximalist artistic fashion pieces and powerful tailoring. Her proud Afghan heritage allows her to pay homage to her culture’s history of craftmanship and artistry, utilising those deeply rooted techniques with a modern sensibility and unique aesthetic. As a star on the national fashion festival circuit, Mariam’s runways are revered. With her latest collection Icons shot in New York City, and a concept store showcase during New York Fashion Week in association with Australia Post x We Wear Australian (featuring emerging and sustainable Australian designers) it seemed more than fitting that we add this iconic Aussie designer to our list of Leading Women in Fashion, as we highlight what it means to be a woman at the forefront of their chosen industry within the fashion space.

Your remarkable career as the fashion designer of your eponymous label will be celebrating a decade this year. As you reflect over the past 10 years, with an enviable list of amazing clients and celebrities, world-class campaigns and amazing events to look back on, what has stood out as one of your proudest career moments so far?

Reflecting on the past decade… I still can’t believe I’m saying A DECADE! It blows my mind thinking about it! It’s been an incredible journey, filled with so many milestones I’m truly grateful for. Honestly, I’ve been on-the-go so much that I haven’t had time to really stop and reflect. But if I had to pinpoint one of my proudest moments, it would be the opportunity to design for some incredibly inspiring and powerful women—whether they’re my clients or celebrities and influencers. Helping them express their individuality and strength through fashion has been so fulfilling.

One standout moment for me was being selected and invited by SHEIKE to design their first ever Australian designer collaboration capsule collection. I felt so honoured by the incredible team at SHEIKE. It was such a great experience, especially as I had the opportunity to front the campaign alongside the models, wearing my own designs. Normally, I’m in the background with my collections, and then we quickly move on to the next thing, so this felt like a really empowering moment for me.

The collaborations, the campaigns, and the partnerships; each one has contributed to shaping both the designer and the person I am today. Beyond that, working with my talented team and watching the brand grow into something that continues to make waves in the industry has been incredibly rewarding.

What have you discovered about yourself that makes you perfect for the fashion and creative industries? And what inspired you to start your career in fashion?

Art and self-expression have always driven my career in fashion and remain at the heart of my design process. Fashion is a way to tell stories and convey emotion, allowing people to feel seen, confident, and empowered. I’m passionate about learning and growing in this industry, and I’ve found that blending innovation with timeless craftsmanship is what excites me most. It’s that balance that continues to inspire my designs.

You studied Fashion & Textile Design at the Whitehouse Institute of Design in Sydney and then moved to Florence, Italy on a scholarship to complete your Masters at the renowned Accademia Italiana Arte – Moda Design. What was the most amazing part of studying fashion design in such a fashionably significant and historic city like Florence?

Studying fashion design in Florence was an incredibly enriching experience that I’ll always treasure. It’s a place where history and innovation blend seamlessly, and that really shaped my perspective on design. The city taught me to value the entire design process, from concept to creation. In Florence, everything has such a deep attention to detail; from the way fabrics are sourced, to the techniques used in garment construction. Being exposed to such a high standard of craftsmanship made me even more committed to ensuring that every piece I create carries that same level of care and quality.

Above all, my time in Florence gave me a deep sense of connection to the global fashion community and solidified my passion for pursuing fashion as a lifelong career. It also gave me the opportunity to travel and see so much of Europe on a student budget! I was in another country in an hour, something that still blows my mind, especially considering the long drives we have here in Sydney. One of the standout experiences was an excursion to Rome to view the Valentino Retrospective exhibition. I later watched the documentary and remember walking through 45 years of his blood, sweat and tears – it was honestly mesmerising.

Your proud Afghan heritage inspires your creative work and collections. What traditional techniques or cultural aspects do you love to highlight in your collections?

My proud Afghan heritage plays a huge role in inspiring my creative work and collections. There’s such a deep history of craftsmanship, artistry and intricate design within Afghan culture, and I feel honored to carry it forward. One of the key aspects I love to highlight in my collections is the use of traditional textile techniques, such as hand-embroidery and intricate beading. I ensure that I’m creating modern interpretations of these techniques to align with the MARIAM SEDDIQ consumer and the aesthetic I’ve worked hard to establish. These techniques, passed down through generations, tell stories of heritage, patience and skill – elements that I strive to honour in my own designs.

Subconsciously, I’m always drawn to creating strong shoulders and sharp tailoring, reflecting my commitment to ensuring that MARIAM SEDDIQ consumers feel empowered, whether through evening wear or formal daywear. Ultimately, my goal is to bridge the traditional with the contemporary, honouring both my Afghan heritage and my Australian nationality, being born and raised here. I aim to create designs that resonate with today’s world.

Your label was again featured at PayPal Melbourne Fashion Festival, taking part in the Glam Up runway. What have been some of your favourite moments from the festival over the years and what were you most excited about guests and consumers experiencing at this year’s festival?

The PayPal Melbourne Fashion Festival has always been an incredible platform for showcasing the brand. One of my favourite moments was our debut runway at Margaret Court Arena at Melbourne Park in 2022, styled by Dave Bonney, where I saw my designs close the show. It was such a special experience, made even better by sharing it with my now husband. The festival is so unique compared to other fashion weeks, it takes all the stress off your hands, allowing you to connect with other designers, influencers, creatives, and, most importantly, consumers. It’s always heartwarming to meet so many supporters of the brand in person. Melbourne has become such an important part of our business, and every trip fills us with joy and inspiration.

What have been the most significant transformations to fashion weeks in Australia that you have witnessed and why do you think the Melbourne Fashion Festival is such a popular and much-loved event on the Melbourne fashion calendar?

The Melbourne Fashion Festival stands out because of its unique combination of fashion, creativity and accessibility. Outside the main shows, there are so many interactive activities, like VIP lounges and dessert experiences, which make it feel like an immersive event for guests. It’s a much-loved occasion because it creates a genuine connection between designers and consumers, offering a platform for both established and emerging talent. The relaxed, inclusive atmosphere makes it feel like more than just a fashion show, it’s a celebration of style, culture and the Melbourne spirit. That’s why it continues to be such a popular fixture on the calendar.

Do you have a favourite local or international fashion week and what do you love most about it?

I love couture week (any season). I love street style and guest attending outfits the most.

Your sophisticated and structural sense of style is what sets your label apart. What external forces do you draw inspiration from – architecture, nature, history – and how would you describe your fashion sense? 

I pride my sense of style and design aesthetic on a beautifully balanced mix of bold, edgy and romantic elements. I aim for timelessness, creating pieces that are classic and never feel dated, with an edge that keeps them modern. Architecture is a major source of inspiration for me, and art fuels my soul, constantly guiding and influencing my designs.

What is the most rewarding part of your role and what can sometimes be the most difficult?

The most challenging part of my role is constantly ensuring I stay driven and motivated. Running a business while being the designer and managing operations requires a lot of skill and balance. It’s all on me to maintain that momentum, and I also have to ensure my staff stays happy and motivated. I oversee everything, and I’m happiest when my team feels supported. When clients experience that positive energy in our Atelier, it’s incredibly rewarding. Hearing them rave about their experience to friends and loved ones is the best part of what I do; it reminds me why I put so much into this brand.

How important is it to work with a strong team of like-minded individuals, and what would you say is your team’s greatest asset?

Working with a strong, like-minded team is essential to me. The best part is having a team that treats the brand as their own, bringing passion and commitment to every task. It’s taken time to find this energy, and now it’s about nurturing it and adding new members who share that drive. When someone’s energy doesn’t align, it can really affect the flow and morale of the team, especially in small businesses. In larger companies, it’s less noticeable, but in a smaller setting, it’s crucial to maintain that positive energy. I can’t stress enough how draining it is when someone’s energy doesn’t align with the team’s.

As a woman-led brand, how important is it to advocate for women in business and in executive circles, as well as nurturing and support women in your workplace?

As a natural cheerleader, it’s not hard for me to create an environment where women can thrive, feel empowered and grow. Everyone brings something unique to the table, and I’m committed to fostering a supportive space where women can excel and lead confidently.

During COVID, I ran a workshop for creatives in the industry, mostly women, with a few men. It was a rewarding project, and I didn’t realise the impact I had made until after the pandemic. Many people reached out one-on-one to tell me how much those workshops got them through the tough times, and how they really looked forward to every Monday. That was an incredibly humbling experience, and it reminded me of the importance of lifting others up, especially in challenging times.

Your latest collection was shot in New York City and is named The Icons Collections. Who or what is iconic to you?

The Icons Collection was all about capturing the timelessness of my signature silhouettes. These pieces have remained relevant over the years, not just because of their design, but because they’ve continued to resonate with consumers long after their initial release. Shooting it in New York City, an iconic location in itself, felt fitting. To me, an icon represents strength and boldness, especially strong women who aren’t afraid to take risks, like those who gravitate towards NYC. That spirit of fearlessness and individuality is what makes something truly iconic.

Lastly, what is next on the horizon for Mariam Seddiq, both professionally and personally?

Professionally, I’m excited to continue growing MARIAM SEDDIQ. I truly feel like it’s only the beginning, and there’s so much more to come for the brand. Personally, I’m focusing on balancing my creative journey with more time for myself, my loved ones, and my health. It’s all about finding that harmony as I continue to move forward. Building a brand can be overwhelming at times, and it’s definitely challenging to juggle everything, but I’m learning to navigate that balance with time and intention.

You can view more collections from mariam Seddiq at: https://mariamseddiq.com/