Baku, September 25, AZERTAC

In an exclusive interview with AZERTAC, Syed Usman Tahir Shah, Advisor to Pakistan’s Federal Minister for National Heritage and Culture, and CEO of NIFTYSPHERE Institute of Arts and Design, highlighted the potential of cultural cooperation, creative education and fashion to foster relations between Pakistan and Azerbaijan

The expert also spoke about his organization’s efforts to promote cultural heritage through contemporary creative expression, empower young artists and designers, and develop opportunities for international cultural exchange.

- What is the vision behind your institute?

- Our vision is to create a platform where creative education, cultural heritage and international exchange come together. We want young people to acquire professional skills while also developing an understanding of different cultures.

Education in the creative fields should go beyond the classroom. Students need opportunities to participate in exhibitions, fashion presentations, practical projects and international cultural activities. This enables them to develop both technical capabilities and a broader understanding of the creative world.

- How do you see the potential for cultural cooperation between Pakistan and Azerbaijan?

- Pakistan and Azerbaijan enjoy close and friendly relations, and culture can play an important role in bringing our peoples even closer.

There is considerable potential for cooperation in fashion, textiles, traditional crafts, visual arts, photography, exhibitions and creative education. We can organize joint cultural programs, workshops, exhibitions and student exchanges that allow young people from both countries to learn from one another.

The Azerbaijani and Pakistani peoples have rich cultural traditions, and presenting these traditions through contemporary creative forms can help introduce them to younger generations and international audiences.

- Your recent Cultural Colors – Season 5 event included a presentation inspired by Azerbaijani heritage. What was the idea behind it?

- Cultural Colors – Season 5, held on August 27, 2026, at Serena Hotel Islamabad, was designed to bring fashion, art, heritage and cultural representation together.

The Azerbaijani-inspired presentation was particularly meaningful because it highlighted the friendship between our two countries. We wanted the audience to see Azerbaijani cultural heritage through the perspective of fashion and design.

For us, fashion is not simply about clothing. It can communicate history, identity and cultural values. It can also create a space where people from different countries discover and appreciate one another.

- How can fashion contribute to cultural diplomacy?

- Fashion is a powerful visual language. Traditional clothing, embroidery, textiles and design patterns often carry stories about a society’s history and identity.

When young designers study these elements and reinterpret them responsibly through contemporary design, they help preserve heritage while making it relevant to new audiences.

Cultural presentations can also open doors for dialogue. A fashion show, exhibition or creative workshop may appear simple, but it can create meaningful interaction between people and provide an opportunity to learn about another culture.

- What practical areas of Pakistan–Azerbaijan cooperation would you like to see developed?

- I would particularly welcome cooperation in joint exhibitions, fashion and textile presentations, workshops, student exchanges and collaborative artistic projects.

There is also potential for cooperation between educational institutions and cultural organizations. Young designers from Pakistan could visit Azerbaijan to study its artistic traditions, while Azerbaijani students and artists could come to Pakistan and explore our diverse heritage.

Such exchanges would create direct people-to-people connections and could develop into long-term institutional partnerships.

- What role does heritage play in your educational approach?

- Heritage is a major source of creative inspiration. We believe that preservation does not necessarily mean keeping traditions unchanged. Heritage can also be preserved by giving it new and contemporary forms.

Our students work across areas such as fashion design, textile design, interior design, graphic design, photography and fine arts. We encourage them to understand the cultural stories behind traditional forms and then explore how these can be communicated through modern creative practices.

The Cultural Colors event also reflected this approach by presenting elements of Pakistani heritage, including the cultural identity of Balochistan, alongside international cultural representation.

- How are you preparing young people for opportunities in the creative economy?

- We place strong emphasis on practical and skill-based education. Young people need more than theoretical knowledge; they need the confidence and experience to apply their skills professionally.

Fashion shows, exhibitions, practical assignments and creative projects give students an opportunity to work in real-world environments. We also encourage entrepreneurship so that graduates can establish their own businesses and creative ventures.

Pakistan has enormous creative talent. With appropriate education, professional exposure and international opportunities, our young designers and artists can make a meaningful contribution both nationally and internationally.

- You are also serving as an Advisor to Pakistan’s Federal Minister for National Heritage and Culture. How important is cultural diplomacy in strengthening international relations?

- Cultural diplomacy can complement traditional diplomatic engagement by creating direct connections between societies.

Government-to-government relations are important, but people-to-people relations provide another dimension to international cooperation. Artists, designers, students, academics and cultural organizations can build relationships that continue for many years.

Pakistan has a rich cultural heritage, and we should use our cultural strengths to promote greater understanding and friendship with other countries, including Azerbaijan.

- What would you like to see in the next phase of Pakistan–Azerbaijan cultural relations?

- I would like to see more structured and regular exchanges involving young people, artists, designers and educational institutions.

Joint fashion exhibitions, cultural festivals, design workshops, student exchange programmes and collaborative artistic projects could become important elements of this relationship.

We should also explore opportunities to take Pakistani creative work to Azerbaijan and bring Azerbaijani cultural presentations to Pakistan. Such initiatives can create lasting connections beyond individual events.

- Finally, what message would you like to give to young designers and artists?

- My message is to learn continuously, respect your heritage and have the confidence to innovate.

Creativity has no borders. A young designer in Pakistan can learn from Azerbaijan, Central Asia, Europe or any other part of the world while remaining firmly connected to his or her own cultural identity.

If we empower our young people with skills, education and international exposure, they can become ambassadors of culture and contribute to stronger relations between nations.

I believe creativity is not merely a profession. It is a bridge between cultures, a celebration of heritage and a language through which nations can understand and connect with one another.