Zahra Omarji, 28, is a fashion influencer and founder of Designation, an independent slow fashion brand. She has over 49,000 followers on Instagram. The Lisbon-based influencer showcases her fusion of South Asian accessories with her monochromatic fashion style. She rebrands South Asian jewellery as part of her everyday wear while promoting her brand.

How long have you been a content creator? Was this hard as a South Asian?

I have been a content creator for 8 years. It was hard; it's still hard. The other day, I just landed a partnership with Burberry…I went to the store to pick up my bag and told the staff I felt so weird being there, as they always pick the same people…they replied saying Burberry UK chose me, and it wasn't the Burberry in Portugal, which made sense as the UK is quite diverse. In Portugal, I'm the only South Asian; there are no other South Asians here or at events. Growing up, I also felt like I had to fit in a mould, which set me back in my career. I was so fed up with trying to fit in. I only became a true content creator 2 years ago, embarking on the content-creating journey.

How would you describe your style?

It's all art! I don't wear colour; the most I would ever wear is blue, a classic shirt, baby blue. I wear the same palette of colours, black and white. My style is comfortable, like basics. How I design my clothes is how I think about my style. I like to have interchangeable pieces of very good quality. They are basic in colour but are detailed. It's sober, but when you look into it, you will notice it has something like texture. I like to play with textures and asymmetry. Monochrome, asymmetrical, texture, comfortable, and long-lasting are the words I would use to describe my style as a whole!

You incorporate a lot of South Asian accessories into your everyday wear; what is your favourite way to style South Asian accessories?

I like one big statement necklace, which I usually wear. A big chunky necklace or a bunch of necklaces together. With earrings, I stick to classic jhumkas. During the summer, I go all off with bangles; that's when you're not wearing long sleeves. A lot of rings, and my go-to is either jhumkas or a big statement necklace.

What gaps did you notice within the online community for brown women?

There is still a gap within the online community for brown women. I feel like people from the diaspora don't relate to people from India, and I also feel more out of place because I don't speak my mother tongue. I'm a second-generation born and raised in Mozambique. You don't see many South Asians from Mozambique; it's so normal to see South Asians living in the UK or the US on social media. It's rare to see those from the diaspora who live in other parts of the world.

What are some challenges you have faced as a content creator?

The lack of awareness, for instance, when referring to the South Asian minority, everyone is aware of India and Pakistan, but that doesn't truly include every South Asian; therefore, it doesn't feel like the diversity quota is actually inclusive or diverse. Since I am from Mozambique as a South Asian woman, not many people are aware of the various South Asian diasporas, and not many people have heard of Mozambique or an Indian living there. When people find out I don't speak my language, they try to erase my identity. This was a major challenge I faced. As a South Asian woman, you always have to work a little harder in all aspects of life, especially as a content creator, constantly working hard against the unfair algorithm.

What advice do you have for those looking to create content?

Things have changed a lot. Keep posting; it can be disheartening, but don't rely on social media as a career. Don't consider social media a sole form of income and career; be smart about it. I took whatever I could create and made it into a brand/business, so I always have a plan B. Have fun and be consistent; be CONSISTENT if you want to be a content creator! Numbers don't define your content; think of the number of likes as people coming up to you and complimenting you. It totally changes your outlook on the number of likes.

Zahra Omarji on her style, content creation and advice!

4 South Asian fashion and beauty content creators you must follow!