Starting a business is tough, especially after a 20-year career in a different field. For the founder of Hammasa Shop, moving from modeling to entrepreneurship has been a wild ride of challenges, creativity, and cultural pride. Her story—spanning beauty pageants, humanitarian work, and a unique fashion brand—shows reinvention is possible at any stage, and staying true to yourself is the key.
“After over 20 years of modelling, I decided to transition within the fashion industry – moving from being a model to launching my own brand”
I’m relatively new to the business world,” Hammasa says with refreshing honesty. “After over 20 years of modelling, I decided to transition within the fashion industry – moving from being a model to launching my own brand. This meant starting from scratch and learning through trial and error.” In fact, the birth of Hammasa Shop happened almost by accident. In 2023, her mother helped her design a custom dress for Eid, which she wore in a simple reel posted online. The video unexpectedly went viral, with thousands asking where they could buy the dress. “I saw that as an opportunity to launch my brand right then and there,” she recalls. “So I quickly built a website, collected customer information, and began production on ‘the dress.’” While creating her own clothing line had always been a dream—especially given the lack of representation she felt growing up—she never imagined it would happen so suddenly or so organically. “I’m still learning and have a long way to go,” she admits. “But I’m trying to educate myself, take risks, and enjoy the journey. Solo entrepreneurship tested her grit. “Running a business is not easy, especially when you start by yourself with no help!” she laughs. Her approach? Resilience and curiosity. “I’ve gained a newfound respect for young entrepreneurs. It’s about pushing through the unknown, even when it’s messy.”
“The idea behind the brand originated from my own need for clothing that represented both sides of me.”
Hammasa Shop blends Eastern and Western styles, mirroring her identity. “The idea behind the brand originated from my own need for clothing that represented both sides of me,” she shares. It started at 18, when she became the first ethnic Miss England. “My ethnic background caused quite a stir in the media, which only made me more defiant and proud to showcase my Afghan heritage,” she recalls.
That defiance shaped her vision. “When I attended events or went to parliament, I wanted clothing that represented my ethnic side while having modern silhouettes—because that’s how I dress,” she says. Growing up in the West, she loved trousers and dresses but found no fusion with her Afghan roots. “So, I decided to create it.”
“Even though we haven’t been to our homelands, we feel a strong connection and want to embrace it.”
Hammasa Shop celebrates identity for Afghan and diaspora communities. “Coming from an ethnic minority and residing in the West, I understand that many thousands share a connection to their homeland, despite not experiencing it firsthand,” she explains. “Growing up in immigrant families, our culture is instilled in us by our parents, who fear we may forget our roots. Even though we haven’t been to our homelands, we feel a strong connection and want to embrace it.” Her designs resonate globally, reflecting both heritage and host cultures.
“In just one year, I grew up more than I had in my entire life.”
Winning Miss England at 18 was a life-changer. “I was completely unprepared for the impact it would have,” she admits. “In just one year, I grew up more than I had in my entire life.” From a school student breaking into modeling—where her “exotic” looks stood out—she became a media sensation. “I became a political target, a beauty queen, and a spokesperson,” she says. “I had to either sink or swim. I chose to swim.”
She seized the moment. “The world was paying attention, and I couldn’t believe I had the opportunity to make a difference,” she reflects, focusing on Afghan women’s rights.
Her humanitarian work is personal. With her mother, she founded a nonprofit The Roshan Foundation for Afghan refugees. In 2022, she helped organize a rally marking the Taliban’s takeover, drawing thousands, including Malala Yousafzai. “I’ve also spoken out as a media spokesperson on various news outlets, shows, and podcasts about the rights of Afghan women,” she says. Giving back is core to Hammasa Shop. “In the past year and a half, we’ve donated profits to causes in Afghanistan,” she shares.
Her advice to young women? “Just start! You don’t need to get it perfect or know it all. Motivation comes from action,” she says. Her YouTube channel (@Hammasa1) inspires with personal development content. “I’ve always received messages from women seeking advice,” she notes. “They could see me living a different life.” She’s now a certified counselor to guide them better.
“Nothing lasts, whether it’s good or bad. So just enjoy the journey and value the people who enrich your life.”
She’s learned: “Nothing lasts, whether it’s good or bad. So just enjoy the journey and value the people who enrich your life.” In fashion’s superficial world, she cherishes her grounded circle.
She dreams big. “I aspire to diversify the Hammasa brand into wellness and beauty, though my heart will always remain with fashion,” she says. A Victoria’s Secret collaboration was a highlight. “As a brown girl who never fit in, I never imagined being approached by them,” she marvels.
Her journey from Miss England to fashion innovator—shows resilience and risk-taking whilst being an inspiration for young women.
Hammasa is using the Instagram handle @hammasa
For other information, contact Hammasa’s agent Brand Labs
