LONDON: Pakistan’s fashion industry is thriving well and making inroads in international haute couture as its rich heritage of embroidery and fabrics is a source of attraction for high street fashion in the European markets. Speaking at the ‘Pakistan Now’ series of cultural events at Asia House, noted Pakistani designer Hassan Sheheryar Yasin told the gathering that the biggest satisfaction that he draws from his work is seeing ‘Made in Pakistan’ labels on the high class fashion apparels being displayed and sold in international markets.
He asserted that with a rich heritage of embroidery and fabrics inherited from the Mughals as well as folk culture, Pakistan certainly hold treasures for the international market which so far remain hidden and unexplored to a large extent.
Drawing upon his own successful experience, Sheheryar stressed on enhancing marketing efforts and adapting to international markets by tuning to the taste and choices of the particular region.
Counting Queen Rania of Jordan and the Royal princesses of Bahrain and Dubai as among his important customers, Sheheryar r said he has 17 outlets in UAE that sell his designer clothes. He also has agreements with renowned fashion houses like Versace and Armani for supplying specially designed fabrics for their designs.
Sheheryar, a graduate of Pakistan School of Fashion Design, stated that taking inspirations from his mother he tends to be inclined towards empowering women and that it is women who occupy top managerial as well as creative positions in his organisation, who are contributing immensely towards the promotion of Pakistani fashion apparels.
On the occasion, three sets of his bridal collections were displayed by elegantly styled models. The patterns were inspired by Multani, Mughal, Mediterranean and Middle Eastern motives and colour combinations. –APP
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