For over a decade, award-winning content creator Thameenah Suleman has been a defining voice in South African modest fashion, weaving a narrative of elegance and authenticity through her work.
Her journey, however, extends far beyond the digital sphere. As the founder of her own eponymous fashion label, Thameenah has transitioned from storyteller to creator, channelling a refined aesthetic and a passion for empowering women through timeless design.
It is this unique perspective — bridging the worlds of content creation and fashion design — that makes her appreciation for Ted Baker’s SS25 collection so compelling. We sat down with her to discover how the collection captures her personal philosophy and the essence of effortless summer style.
YLA: What is it about Ted Baker’s SS25 collection that immediately caught your eye?
Thameenah: What caught my eye were the timeless statement pieces and the beautiful silhouettes — they’re so flattering on every body type. I also love the chic fabrics and playful prints; they feel so true to Ted Baker’s signature style.
YLA: When you think of Ted Baker, what qualities come to mind that set it apart from other brands you wear?
Thameenah: For me, Ted Baker represents quiet luxury. The craftsmanship is incredible; you can see how much attention goes into every tiny detail. It’s that combination of elegance and ease that really sets them apart.
YLA: Which piece from the SS25 collection feels the most you, and why?
Thameenah: That’s a hard one because I genuinely love so many of the pieces. But if I had to choose, I’d say the flowy, pleated styles and the tailored cardigans with gold button details. They strike that perfect balance between feminine and refined, which feels very me.
YLA: Ted Baker is known for its subtle but thoughtful details. What’s one detail in the collection that you think others might overlook, but you love?
Thameenah: Definitely the little finishing touches — things like the embossed logo on the gold hardware of their clutch bags. It’s such a small detail, but it adds a polished touch that makes the brand feel so special.
YLA: What’s your personal fashion philosophy, and how does Ted Baker align with it?
Thameenah: My style is all about timeless elegance and modest confidence — dressing in a way that feels like me without having to say a word. Ted Baker aligns perfectly with that. Their pieces let you express yourself effortlessly while still feeling polished and put together.
YLA: Summer invites us to slow down and enjoy the beauty in everyday moments. How does your style change in warmer weather, and how does Ted Baker’s SS25 collection tie into the South African way of dressing for summer and the festive season?
Thameenah: In summer, I naturally lean towards softer, flowy fabrics, long dresses, and breathable blouses — easy pieces that move with you. Ted Baker does that so well. The SS25 collection feels light and fresh, which fits perfectly with how we dress here for summer and the festive season: stylish but effortless.
YLA: How do you style Ted Baker pieces for your day-to-day life versus special occasions?
Thameenah: Day to day, I like to keep it simple and comfortable — maybe sneakers or ballet flats with a Ted Baker tote. Then, for a night out or a special event, I’ll swap in a pair of heels and a statement clutch to dress it up. Their pieces make that transition so easy.
YLA: If you had to describe the SS25 collection in three words, what would they be?
Thameenah: Timeless, authentic, sophisticated.
YLA: Do you have a favourite “Ted Baker memory” — a piece or moment with the brand — that stands out for you, and perhaps solidified your connection with the brand?
Thameenah: Oh yes, definitely! My first Ted Baker purchase was one of their signature coats, and I still have it eight years later. It’s one of those pieces that just never goes out of style. I still wear it every winter; it’s a keeper!
YLA: Why do you think Ted Baker continues to resonate with style-conscious audiences season after season?
Thameenah: I think it’s because Ted Baker really understands its customers. They manage to cater to different personalities and lifestyles while staying true to who they are as a brand. Every collection feels considered, and you can tell their goal is to make you feel confident and good in what you wear. That’s something that never goes out of style.
