Against All Odds: Maheen Nisar’s Journey as E3RD’s Creative Director
She proves that no matter where you come from, if you dedicate yourself to your passion, you can make it in New York City and everywhere.
Photography by Tavian D’Amore
Maheen Nisar may have grown up almost 10,000 miles away in Indonesia, but she always knew working in the fashion industry in New York City was her calling. Despite there being many fashion hubs around the world, like Milan and Paris, the Indonesian-Pakistani multidisciplinary knew there was no city in the world like the Big Apple that would provide her with the opportunities she’s worked hard for today.
Nisar moved across the globe while she was still a teenager and immediately put her foot in the door in fashion, and doing so soon put her in rooms that led to her success today. From internships in showrooms to now, as a creative director at luxury retail store E3RD, Nasir proves that no matter where you come from, if you dedicate yourself to your passion, you can make it in New York City and everywhere.
1202 MAGAZINE sat down with Nisar to discuss her fashion-centered upbringing, her love for working at E3RD, how she’s evolved since she moved to New York City, and how she navigates as an immigrant woman in the fashion industry.
Photography by Tavian D’Amore
You spent most of your life in Indonesia. What was your upbringing like, and what motivated you to move to New York City?
The most influential person in my life was my mom. She’s always been passionate about fashion and knows how to sketch, while my dad leaned more toward business, though he’s quite crafty. Since my parents were young, we grew up very close as a family. My sisters and I shared a room our entire childhood, which built strong communication and adaptability between us.
I have countless photos of myself wearing random accessories and pieces. My aunt often dressed me up, adding jewelry and hand-me-downs from family and friends. We couldn’t afford new clothes, but these gifts sparked my love for fashion and taught me how to understand style.
Growing up in Indonesia, fashion wasn’t widely accessible. People admired expensive brands but often paired them casually. I was inspired by heels, bags, and the work of local designers—shout out to Dibba by Faisal! Today, the fashion scene there has grown tremendously, and many talented designers are emerging.
New York felt like the perfect choice for me. I didn’t have to learn a new language, and I’d always been obsessed with the city through F.R.I.E.N.D.S and Gossip Girl. My mom, our first English speaker, taught us English, though my sisters are more fluent than I am. Even with a scholarship to study in the U.S., my dad initially hesitated since I was only 17. But I knew NYC was where I belonged. I moved there, attended LIM College, and graduated with a BBA in Fashion Merchandising.
Photography by Tavian D’Amore
So you always knew you wanted to be in fashion, or did you ever consider other career paths?
If I weren’t working in fashion, I’d be working with kids. I had grown up quickly for my little sisters, and that shaped a part of me. If fashion wasn’t my path, I’d be creating something that allows children to explore their creativity.
The future of education honestly worries me. We need more people across every industry to realize that what we build today will shape the world our kids inherit tomorrow. Let’s not forget that — let’s create safe, inspiring spaces where the next generation can be imaginative, bold, and wildly creative.
How did you get into working at E3RD?
I first met Danny when I was working as a Showroom Creative Manager. We were in the same company, just on completely different sides of the business. Fast forward, Danny reached out looking for help with the new store he was opening in NYC. I loved his vision and trusted his direction, so I decided to join the company and build with him. It started with just a small group of us—from designing the store, interior, furniture, and shopping bags, to now supporting him with creative direction and styling for E3RD.
Photography by Tavian D’Amore
Have you ever worked in interior design?
It was a random opportunity. With just the basics, we focused on what we could create from scratch. I wanted to make it very industrial and grungy, but still clean and easy on the eyes for shoppers. So many people helped mold the store—it wasn’t just one person. Our ideas aligned very well with Danny.
How has being an immigrant on a visa affected how you pursue your craft today?
You have a different understanding than people from here. Immigrants are molded so differently; traditions, religions, governments, everything was so different. I came to a country where everyone is open and free. It seemed like I could do whatever I wanted. That also comes with consequences. People don’t take into consideration that you can’t force your way into it if you don’t think you can do it. You can’t be here for the sake of wanting to be involved. The first few years require you to try things out, meet new people, and maintain connections. I’ve noticed that many things are give-or-take in NYC, especially in fashion.
You need social cues, a good eye, knowledge, understanding, and a new creative perspective. It’s easy to get lost in it. It’s a lot to take on mentally. Many people end up leaving because they can’t handle the pressure. If you have a good foundation, family, and friendship, you can do anything here. Nothing stays the same except for the love and support you have. I’m not scared of anything except God.
Photography by Tavian D’Amore
How do you want to continue thriving in the fashion industry?
I want to work to help improve kids’ mental health through art and fashion. Growing up in Indonesia, mental health wasn’t really acknowledged for children; we were just encouraged to pray instead. You’re so easily molded at that age, and I want to focus on the kids because many people aren’t thinking about how to incorporate art and fashion into life. I want to help everybody as much as I can while I’m still here: my friends, the store, myself, and my family.
