“I wanted to create a brand that would solve the problem that I had been facing for so long.”
Influencers are arguably some of the most compelling (and perhaps polarizing) public figures of the digital age. They review the hottest products, share endless outfit ideas, and best of all, provide enough cross-platform content to keep us glued to our screens. Muslim-Canadian influencer Jasmine Fares has made this recipe a science.
Managing a share TikTok Account with her husband – who has 778,400 followers – to run his own modest fashion brand, PRICES, the 26-year-old content creator is one to watch. Fares made her social media debut at a time when few Muslim influencers were represented in the sea of style and beauty gurus attracting audiences online. She started on Instagram but quickly made her way across multiple platforms, posting regular content to YouTube and, now, TikTok.
As an entrepreneur, Fares saw a void in the market for casual, modest everyday clothing – much like the basics you might find at H&M and Zara – and decided to fill that gap. Today, his shop houses unique pieces such as gym belts and half tees.
FASHION caught up with Jasmine Fares to get a glimpse into her daily life as an influencer and entrepreneur.
Who is Jasmine Fares? And where did your journey with content creation begin?
I have always loved drawing and this creative space. When I got to college, there was pressure from parents, so I had to take a break and [went] into something more “realistic”. Once I did all the boring stuff, I [needed] a creative outlet. That’s when social media blossomed and everyone got Instagram and YouTube accounts. So I jumped on the cart and posted a photo in a modest dress. This pic blew up…and by the time I graduated I was working full time on Instagram and YouTube.
It was also around when I met my husband, and we started doing all the couple content… My brand launched in 2021 and I had launched the whole concept of it in 2020 during the pandemic. It was certainly a long time coming.
How has the influencer industry changed since you started, especially when it comes to Muslim representation?
I’ve been doing this for about six years, and when I started there were only a few names in the game, and those were the big ones like Dina Tokio, With Love Leena, Yaz the Spaz – those were just OG girls on social media.
I feel like it’s more common to see girls who dress modestly on social media, even if they’re not wearing their hijab. To see someone who looks like you on social media [who] is successful, travels, appears in magazines, I think it’s encouraging for young girls.
In the best possible way, it’s become a saturated market when it comes to modest fashion, and I love it because now anyone can do it, per se. There is such a beautiful bubble of modest dressers and hijabi influencers.
Have you encountered any challenges as a content creator? Whether mentally or spiritually?
I think a lot of people underestimate what it’s really like to be in the public eye on social media. There are obviously a lot of celebrities, actors, and socialites, but those people don’t hear what other people have to say about them because they’re so much higher up and nobody interacts with them. But when you’re a creator on these platforms that everyone is on, you definitely see what people think of you and what people say about you. People can be very ruthless, very ruthless, and very rude. But you have to accept the fact that everyone is going to have an opinion. You just have to filter it for your own sanity.
As for my hijab, I think it’s actually made me stronger over the years.
Why did you decide to launch FARES and what sets it apart from other modest fashion brands?
Many modest fashion brands have very high-end pieces. They have beautiful evening dresses, they have beautiful dresses that you can wear for Eid, but I think what we lack in the modest fashion industry is the typical H&M type of designs and Zara, but intended for a Muslim chest of drawers, a modest chest of drawers.
I struggled to find pieces that were just casual wear that also fit my modest needs. I wanted to create a brand that would solve the problem that I had been facing for so long. I wanted to create a brand that was your go-to brand for your essential basics, for your minimalist design clothes, timeless things in your wardrobe.
What is your personal favorite item from your shop?
Probably the most special item for me would be the asymmetrical blazer I designed in high school. I knew that one day if I had a mark, it would be a piece that I wanted to release. When I was able to bring this original design to life, it was one of the coolest things ever because it’s something I’ve always imagined in my head. It was truly a looping moment.
Do you have any exciting launches or upcoming plans you can share a bit about?
We have a Ramadan collection, a summer collection, and with the long Canadian winters we always have multiple drops too. We have a lot planned for FARES! During the first year of growth for this company, there is a lot of trial and error. You see live feedback from people buying your pieces, and I really enjoy that part of being a content creator.
I am very attentive to my clients. That’s the first thing we’re looking at this year, to really connect with our customers and see what they want; not just what we like to design, but what they are looking for.
Can you describe yourself in three words?
Collected. Amusing. Focused on growth.