A heartfelt story of resilience and renewed creativity unfolded in Leicester’s fashion hub as designer Saira Main relaunches her brand, Twisted Avenue, with support from the FTA Fashion Hub Leicester and the Apparel and Textile Manufacturers Federation (ATMF).

Saira joined the Skills Bootcamp – New Skills for Fashion Businesses course at FTA Fashion Hub Leicester, seeking a route back into the garment trade after taking time off to care for her father, currently living with Alzheimer’s disease. During her initial learning plan session with tutor Jo, Saira shared that she once ran her own fashion label, but stepped away after experiencing slow sales and a dip in confidence.

“I really enjoyed working on my own brand but had lost confidence due to a decline in sales,” says Saira. “I was looking to get back into the garment industry, but after discussing my brand with the staff at FEL, I felt like the passion and light had switched back on. I’m really looking forward to working with Claire and Jo – I know they’re just as passionate as I am.”

Moved by Saira’s story and her creativity, Jo and Claire encouraged her to revisit her brand with fresh eyes. Together, they saw incredible potential in Twisted Avenue, which originally drew inspiration from the sensory needs of Saira’s father. The brand focuses on colour and texture, offering pieces that are not only visually striking but emotionally resonant.

“Jo and I set up a meeting with Saira to explore the possibility of reviving her brand,” says Claire. “The story behind Twisted Avenue is fantastic – it’s a sensory brand inspired by her father’s health journey. We discussed how Fashion-Enter Ltd (FEL) could help raise more awareness of the brand through social media, and even the possibility of stocking Twisted Avenue in our London shop.”

With a refreshed vision and the backing of FTA Leicester and ATMF, Saira is now re-energised to take Twisted Avenue forward not just as a fashion brand, but as a meaningful tribute and creative expression. Plans are already underway to develop new collections and explore broader visibility opportunities, both online and in-store.

Saira’s journey is a powerful reminder that the path to success is rarely linear, but with the right support network, passion and purpose can always be reignited.