Ima Shah

Advisory Director

Ima’s role in the Advisory team sees her providing strategic advice to global brands – across multiple industries – on consumer trends, with a focus on colour, materials and finish.

She started at Stylus in 2018, and has worked in or with trends insight for over 20 years. Beginning her career as a footwear designer for brands like Adidas and Lacoste, she moved to leading trends at online retail platform Not On The High Street. She’s also worked as a consultant for various global trends services, as well as Amazon.

Through her work, she has lived in Germany and the US, and travelled across Africa, Europe, the Americas and Asia, giving her a deeper understanding of how people from vastly differing cultures and demographics relate to trends. Closer to home, she’s a mum of two Gen Alphas, who regularly give her fresh insight into how this generation sees the world differently.

She finds her job satisfying in many different ways, but feels especially rewarded when the team plays an instrumental part in enabling clients to understand how particular trends or movements are essential for them and relevant to their business. She is driven by a hunger to know more about the current and future customer, remarking: “It’s all about empowering them to see consumers and the world they trade in from a different perspective.” She loves the eagerness and talent of the people at Stylus, as well as the range of questions and challenges she gets to investigate alongside them – no two days are ever the same!