ISLAMABAD:  On one ramp, you could see a bridal collection followed by resort wear, then a line of edgy tuxedos.
There are veteran designers who have become household names and whose aesthetics can be spotted and recognized, but there is also a new crop.
These new brands focus on wearability, contemporary cuts and aesthetics, but there is also a significant amount of thought put into the business of fashion and understanding changing clientele. Speaking to rising stars in the industry, Arab News got an insight into how they are changing it.
“At the core of Zuria Dor designs is the focus on the millennial generation,” said Madiha Latif, half of the creative team behind the brand with Kinza Latif.
“As millennials ourselves, the designs project what we think would be appreciated by our generational peers: Modern, independent, driven women who are set to rule the world.”
Hamza Bokhari, creative head of Jeem, also sought to design for the modern Pakistani lady.
“My design philosophy revolves around this present-day woman who is deeply rooted in her culture and heritage,” he said. “It’s an amalgamation of old-world craft and modern relevance.”
Rehar, who runs his eponymous label 'Hussain Rehar', joined the fashion world at Elan after graduating from fashion design school.
His philosophy is “creating distinctive and new designs in their own nature by setting new trends and providing the fashion industry with a taste of individualism.”
Rehar said: “It’s very important for a designer, or anyone for that matter, to progress, to keep on improving.”
He added: “The fashion industry is all about innovation. You have to innovate to make a mark, or else you just blend in and lose your identity. Change is what drives and fascinates people to invest.”
Bokhari said: “I started about five years ago. At that time, Pakistan was going through a transitional phase from couture to affordable luxury.”
He added: “Retail is a very integral part of any fashion business, which also in a way helps you with the couture side of it.” The Latifs prefer to be described as engineers rather than designers. “Engineers are trained to be problem-solvers, drivers of change, long-term planners, constant learners, systematic and technology driven,” said Madiha.
“Many boxes need to be ticked for the brand’s vision to become a reality, but we want to spearhead systematic improvement on the design and manufacturing fronts. Who better to do it than individuals with formal training in engineering?”
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