A conversation with Reela’s Mehreen Ahmed
By Neha Shamim
In the heart of Bangladesh’s thriving bridal fashion industry, Reela’s stands out as a brand rooted in tradition and driven by innovation. Established in 1998 by Nimla Ahmed Musa, Reela’s was born out of a deep appreciation for local fabrics and the artistry of Bangladeshi craftsmanship. At a time when options for locally crafted bridal wear were limited, Nimla Ahmed’s vision filled a significant gap in the market, o ering brides elegant, authentic attire that celebrated cultural heritage.
Today, Mehreen Ahmed has taken the reins of the brand, transforming it into a modern-day symbol of timeless elegance. Mehreen’s designs are a reflection of her personal connection to Bangladeshi culture, inspired by the vibrant traditions, nature, and intricate details of everyday life. Under her creative leadership, Reela’s has captivated clients with its collections, showcased at prestigious events like Bangladeshi Idol, and has also established a strong presence in the wedding industry curating exquisite bridal trousseaux for over a decade across the country.
Reela’s is more than just a bridal wear brand, it’s a celebration of Bangladeshi heritage. By incorporating traditional textiles such as Jamdani, muslin, and silk, Mehreen honors local weavers while infusing modern sensibilities into her designs. With an emphasis on bespoke creations, Reela’s offers brides the opportunity to wear pieces that are as unique as their love stories. Through bold experimentation with silhouettes, embellishments, and color palettes, the brand has succeeded in redefining traditional bridal wear for the modern woman.
How did your mother’s passion for local fabrics influence you?
My mother’s passion for working with local fabrics deeply influenced me from a very young age. It instilled an appreciation for craftsmanship, culture, and tradition. Her enthusiasm taught me to value authenticity and sustainability, shaping my creative vision to incorporate local heritage into modern designs.
Have you chosen to continue her legacy, or are you defining your moment?
I always admired my mother’s work and the passion she had for design, but it wasn’t about continuing a legacy. It was more about finding my own path. However, there was a defining moment when I realized how powerful it could be to merge her love for traditional fabrics with my own design vision. That inspired me to create something uniquely mine while honoring her influence.
How do you balance promoting traditional textiles with creating designs that appeal to modern woman?
Balancing traditional textiles with modern designs requires a blend of creativity, innovation and the understanding of cultural significance. Another key factor is customization. We offer personalized options for brides where they can combine their choice of local fabric (jamdani, Mirpur katan, muslin, etc.) with modern elements like asymmetrical hemlines or unique embellishments. We incorporate traditional patterns, and motifs into contemporary silhouettes like gowns, draped sarees, etc. to create a fusion look that appeals to the modern tastes. The use of traditional fabrics to craft modern styles like o -shoulder blouses, choker dupattas, flowy skirts are more relatable for today’s brides. The color palette is important too. We experiment with pastel tones, metallics, or unconventional combinations to cater to modern preferences.
What inspires you when designing a bridal piece – the bride’s story, the fabric, or something else?
The inspiration comes from a combination of elements – the bride’s story, the season, the theme, the emotional and cultural significance but above all, the desire to create something that makes the bride feel confident, beautiful, and truly herself is the ultimate inspiration.
Have you faced any challenges while working with traditional weavers?
One of the main setbacks of collaborating with traditional weavers is that they are mostly located in rural areas where there is limited access to resources. This can lead to delays in production timelines. Another challenge is many times the weavers are hesitant to experiment with new designs or techniques. They sometimes fail to understand the contemporary market demands. This leads to a conflict of interest in ideas.
Bangladeshi Idol and prominent weddings. How do these moments contribute to future collections?
Collaborating with major platforms like Bangladeshi Idol and prominent weddings has allowed us to design for a diverse range of personalities, including singers, actors, and other notable individuals. This showcases the brand’s ability to cater to varied styles and themes, highlighting its versatility. Such experiences push us to experiment, inspiring fresh and innovative ideas for our upcoming collections.
How do you envision the evolution of Reela’s in promoting Bangladesh’s rich heritage while adapting to contemporary bridal trends?
Our brand aims to keep the essence of Bangladeshi artistry alive. At the same time, we are continuously evolving and adapting to bridal trends, experimenting with silhouettes, color palettes, and embellishments that resonate with today’s brides. This dual approach not only preserves heritage but also ensures that each creation feels timeless and relevant.
Reela’s focuses on preserving heritage while embracing change. Under Mehreen Ahmed’s vision, the brand has seamlessly blended the old with the new, crafting bridal pieces that honor tradition yet resonate with contemporary brides. By promoting local craftsmanship and empowering traditional weavers, Reela’s has become a beacon of Bangladeshi artistry on a global stage.
Looking to the future, Mehreen envisions Reela’s as a pioneer in evolving bridal fashion, keeping the essence of Bangladeshi culture alive while adapting to modern trends. As each creation carries a story of heritage, individuality, and innovation, Reela’s continues to inspire a new generation to celebrate the beauty of handcrafted fashion.
