Rosa Faizzad, founder and designer of the high-end Danish fashion brand ROSA FAIZZAD, offers a fresh perspective on femininity in professional settings.
Her work challenges the conventional expectation that women must downplay their femininity to fit a narrow definition of professionalism – while men are praised and celebrated for their masculine traits.
A journey of self-discovery
Rosa Faizzad’s journey began in her childhood, where she found joy in being a girl, embracing creativity, artistry, and expression that ultimately shaped her identity.
She always had grand ambitions for her life and career, feeling a deep desire to make a significant impact and contribute meaningfully to the world. However, as she grew older, she struggled to find powerful and high-achieving feminine leaders and role models in prominent positions.
In her late teens, Rosa Faizzad noticed a troubling trend: women in high-ranking roles often seemed to adopt more masculine demeanours, particularly in Scandinavian countries, where professional fashion remains conservative.
This observation was disheartening. It seemed like femininity in leadership was neither favoured by society nor embraced by women themselves, suggesting that femininity was incompatible with success. Yet, this realization also intrigued her, sparking a deeper interest in how femininity functions within professional contexts.
Challenging Professional Norms
Historically, professional norms have favoured masculine qualities, stemming from patriarchal systems. As more women entered the workforce, they encountered environments designed around these ideals. This has led to the widespread expectation that women must suppress their femininity to be respected in professional roles.
Rosa Faizzad argues that this expectation is not only highly unreasonable but also very unrealistic and unnatural, as femininity is an inherent trait and a fundamental aspect of many women’s identities.
“I have never quite understood or accepted the premise that women should be dismissed because of our gender or natural traits” Faizzad states. “It is wrong, and anything that doesn’t resonate with me, I feel an obligation to address. Imagine if men were expected to adopt a more feminine style—this would be seen as highly outrageous.”
Scientific Insights and Fashion’s Role
Scientific research supports Rosa Faizzad’s observations. Studies published in the *Journal of Applied Psychology* reveal that women who exhibit traditionally feminine traits are often perceived as less competent and less suitable for leadership roles.
As a fashion designer, Rosa Faizzad frequently encounters powerful women who feel pressured to conform to traditional professional dress codes—darker palettes, conventional suits, minimal makeup, jewellery, heels and short hairstyles—to be taken seriously. Many of these women, despite the career benefits of such attire, express a strong desire to dress in a way that aligns with their personal preferences and femininity.
Rosa Faizzad has also observed that women often prioritize others over themselves, frequently influenced by how our actions impact those around us. While commendable, this tendency can be self-sabotaging, leading women to compromise our own needs and preferences to please others.
A Call for Change
For Rosa Faizzad, achieving a fulfilling career and life requires women to also prioritize their own well-being and confidence. This sometimes means embracing personal styles and choices that boost confidence and help them excel in any setting.
“It is clearly time for a revolution,” Rosa Faizzad asserts. She believes in the potential and capabilities of women and is committed to supporting them on their journeys.
Through her fashion, Rosa Faizzad is redefining perceptions of femininity in professional environments. Her brand integrates feminine qualities into exclusive and empowering designs, allowing women to express their authentic selves with confidence. By celebrating femininity and challenging out-dated stereotypes, Rosa Faizzad aims to transform femininity from a perceived liability into a recognized strength.
Towards an Inclusive Future
Rosa Faizzad advocates for a more inclusive view of professionalism, which can create a more dynamic and effective work environment for everyone. This approach enhances individual potential and challenges out-dated stereotypes, paving the way for a more equitable and inclusive professional world.
Connect with Rosa Faizzad on LinkedIn and Instagram
Visit ROSA FAIZZAD to learn more about it
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