BIDESHI
Sammiya Morshed
BIDESHI is a concept-driven fashion brand exploring hybrid cultural identity within the Bangladeshi diaspora. The project responds to the tension between heritage and contemporary fashion, shaped by the effects of globalisation and shifting cultural belonging.
At its core is ‘NOT FROM HERE:’, a campaign that examines the experience of navigating dual identity. It focuses on the contrast between traditional cultural elements and modern styling, highlighting how identity is continuously negotiated rather than fixed.
BIDESHI as a platform for cultural expression, representing identity as layered, evolving, and personal.
Sammiya Morshed is a London-based creative specialising in creative direction, campaign development, and visual storytelling. Inspired by identity, culture, and contemporary fashion, her work explores how storytelling can create meaningful connections between brands and audiences.
Drawing from her Bangladeshi heritage, she is particularly interested in themes of representation and cultural duality, translating personal and cultural narratives into visually driven campaigns, concepts, and brand experiences that balance creative direction with strategic thinking.
