Natasha Khalid, of the Karachi-based Natasha Salon, has long been an influencer in the world of beauty. And in Pakistan, as it is anywhere else, beauty and fashion go hand-in- hand, with Natasha being behind many of the most recognizable fashion images to hit our magazines.
“I was interested in the world of art, photography and makeup since I was literally a baby. I remember my earliest memories of all the glamorous women in my family,” said Natasha, whose grandmother happens to be Noor Jehan, the legendary Pakistani singer. “They would be doing their makeup and hair in front of me and, as a little girl, I was absolutely fascinated by the whole process.”
Natasha went on to study and, on realizing that beauty was where her career lay, she turned to the Jemma Kidd Makeup School. “I did my professional course from there and was trained in all aspects of makeup, from bridal to editorial to special effects. It is this training that has allowed me to be recognized not just as a bridal makeup artist but also as a fashion, beauty, celebrity, editorial artist.”
Her first foray into the world of editorial make-up came while working for MAC Cosmetics in Dubai. “One of my first fashion editorials was published in ‘Friday’ magazine in Dubai for Yves Saint Laurent’s Spring/Summer makeup collection.”
It is in editorials where Natasha has found her calling.
“I believe I shine the best when detailing fashion editorials with unlimited creative input,” she says.
Since her early days, she has gone on to a number of editorials spanning all of Pakistan’s major publications, a number of ad campaigns and original work for world-famous designers and brands — where not just her technical magic but also her concepts are brought to life.
The Natasha Salon is run by a combination of her and her partners, which include her mother Tina and sister Sabrina. “Whether it’s dealing with clients or conceiving an editorial, all decisions are taken by [the] team. We are all equally fashion-inspired yet very different in our approaches. Since we know each other’s strengths and weaknesses, the collective consciousness creates magic,” Natasha said.’
When asked what she has worked on recently that stood out among her vast portfolio, she chose her “Pop Art Editorial” and “Hello Doll”, which were accompanied by a story that she executed from start to finish.
“I endeavor to ensure that all editorials exhibit my truest conceptions. The process has to be challenging, and includes conceiving everything from the ground up; the backdrops, the clothes, and all related details are handpicked and handcrafted by us,” she says.
In an industry where a culture of pointing out a lack of originality is rampant — there are a number of Instagram pages dedicated to calling out copying or heavily influenced fashion, right down to editorials — Natasha notes that for survival and to put out great work, chasing change is a must.
“Evolution is a necessity, and it has firmly gripped our fashion industry,” she states. “With new and innovative makeup artists, photographers and stylists entering the fray, the quality of editorials has heightened tremendously.”
Bridal and lawn fashion are the dominating sectors of the fashion industry and both are deeply rooted in culture, making innovative ways of photographing them a challenge Natasha takes head-on. “A large majority of the end product is similar and generic. In order to break away from the regularity of standard concepts, we finance our editorials so that there are no limitations on the creative process,” she says.
It is this commitment to breaking the mold that sets Natasha’s approach apart. “We are sticklers for new ideas and thoughts, learning of new makeup techniques. Creating is the core value of our work ethic,” she insists.
And, as Natasha herself notes, the fashion landscape is changing in Pakistan, with the arrival of more artists taking their talents and careers to greater heights, be it in makeup, fashion or photography.
‘My advice [for newcomers] would be to have a vision and to stay true to it. It should never be about anything other than the creative process and the work you put out there,” she says. “Keep looking to better your own art and talent, and present it the best way you can to the world… I tell my students that they must become interested in all things creative and visual.
“Inspiration happens to be all around us, but you need to switch your mind on to absorbing it all and making it a part of your creative journey. An interest in photography, fashion, travel, art and life is of vital importance, because it all shows up and shapes your work.”
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