Since its inception in 2010, Umsha is about creating clothes that blend beautiful designs with real world applicability. Uzma defines her designs as modern pieces of art painted with a traditional brush. She believes “women today want something modern, but cannot forgo the beauty of our culture; my clothes represent an optimum blend of both”. The label has always assured an assorted parade of technique, fluctuating from folkloric subjects, opulent needlework, distinctive particularizing, extravagant silhouettes, and varicoloured outlines.