Undercurrent Masthead

Poshaaq: Inspiring women through fashion

Hayley O'Neill

Local business owner empowering the women of Canberra through her modern silhouettes

After completing a degree in Fashion Marketing and Merchandising from Raffles College and working with Michael Kors, Ermenegildo Zegna, Polo Ralph Lauren and Armani, fashion designer Anum Quazi has launched fashion brand Poshaaq.

We sat down with Anum and got the down low on her new business venture.

“Poshaaq has been more than just a business project for me and has allowed me the opportunity to express myself in terms of my ideology on women’s roles in society,” explains Anum. “It has become a creative outlet for myself, through ‘apparel’, which happens to be the literal translation of Poshaaq in a few sub-continental scriptures.”


After moving to Canberra nearly two years ago with her husband, Anum explains the experience as being positive through the support received from the Canberra community.

“Canberrans are amazingly helpful and have assisted me in every way possible to get this project off the ground. I find Canberra is a very closely knitted community where people support Canberra business with a lot of passion.”

Poshaaq was launched online a month ago with Anum using the e-commerce platform and social media to showcase her pieces to a global market.

“E-commerce as a platform [that] is only growing and people are looking at easier and convenient ways to shop,” she explains. “Also being online means that you’re catering to a global market and not only a specific country, which opens more doors and opportunities. As far as bricks and mortar

“As far as bricks and mortar is concerned we are already partnering with a few top multi brands boutiques where our products can be found. In Canberra our products are available at Mussen Boutique and Miss Rose.”


“Social media, today, is an absolute must for any online/offline business. Many top businesses have successfully adopted social media to be the primary channel of communication as well as interaction with the potential customer.”

“Our philosophy is no different, and we are working on engaging our customers through social media, so they can acquaint themselves with our products and learn more about us as we learn more about them. It is a very sophisticated tool to be in close contact with your customers and drive business in directions mutually beneficial to both business and client,” explains Anum.


Anum explains that while Poshaaq may be a relatively young business, the response through social media so far has been “absolutely amazing”.

“We have not employed any other marketing strategy thus far, and have been doing well off the back of our social media accounts,” she says. “Instagram has definitely been a revelation, through which we have received bags of feedback, which has helped us tie up loose ends. Instagram has also contributed to sales, thanks to our amazing social media team, who keep the platform lively and engaging.”

In terms of the brand, Anum sees the Poshaaq woman as strong, independent and empowered, and inspires this message in all customers.

Find out more about Poshaaq here: poshaaq.com.au

Campaign // Poshaaq AW16
Photographer // Tina Nikolovski Fashion Photographer
Makeup // Dove Mua + Jacqui Scott MUA
Tan // Border Beauty Couture
Stylist // Anum Qazi
Hair // Anum Qazi (Ariel) + Tina Nikolovski (Abby)
Model // Ariel + Abby at Devojka Models
Assistants // Lauren Stanton + Shannon Song + Usman Hijazi


Hayley O'Neill

Hayley O’Neill is a Canberra based fashion stylist and fashion editor for HerCanberra. Hayley works as a freelance stylist at Westfield Belconnen and Woden and began her career styling for The Work Diaries blog. Hayley has lots of experience dressing real people with every size, age, budget and body shape. More about the Author

  • Tay

    I bought a few pieces from Poshaaq. The quality is incredibly poor and ridiculously overpriced. Its also quite disappointing that Poshaaq has time to do an interview but not respond to customer emails.

  • Lauren

    Hayley, there are so many other Canberran designers who I believe are truly inspiring business women and talented designers. I cant say the same thing for Poshaaq. As a one time customer of Poshaaq, I have had a less than satisfactory experience and definitely will not be wasting my time, money and effort dealing with them again.

  • Samantha

    Just recently purchased an empower suit, absolutely love it! Very satisfied with my order and look forward to using my discount code. Interested to see what they have in the pipeline.