As heady preparations are underway for the Fashion Parade London 2013 to be held today, spirits soar as top designers from the Pakistan industry get busy with putting final touches to showcase their dazzling creations. Organized by Mustang Productions with PR support from Encylcomedia PR, the iconic show which is the first of its kind in London will focus on presenting top notch labels’ prêt lines and fusion wear. Showcasing the collections of eight designers, the show is divided into two rounds of four collections, interspersed with a Save the Children video presentation canvassing for donations for their Syria Crisis Appeal. The Fashion Parade also has sponsorship support from DVK, a financial boutique offering tailored financial solutions.
The first round shall comprise of Maheen Khan, Sania Maskatiya, Mashaal Moazzam and Layla Chatoor. Maheen Khan, with her collection Nostalgia, paints the scene for a time when the maharanis and the princesses of India ruled as fashion icons and classic beauties.
Women of decadent tastes, impeccable wit and capabilities, as well as stellar style, they could turn heads with their perfect style and royal grace. Sania Maskatiya, taking inspiration from Turkish “gomleks”, combines traditional ottoman scripts and Islamic patterns to create a visual delight in her Hazan-Autumn collection. “Hazan” is a representation of traditional art in the modern era, employing the use of a subtle color palette paired with contemporary silhouettes. Mashaal Moazzam comments on her line, “Reflections of a woman”, designed for the woman who is rooted in traditions but faces the world on her terms. “She is bold, beautiful and intelligent and that is reflected in the clothes she wears. The color palette ranges from emerald green, shades of red and blue; and gold. The inspiration behind my theme is Pakistani woman, as she is much more than what the world perceives her to be. Her resilient spirit is depicted through the richness of colors and determination to succeed inspired the collection.” Layla Chatoor’s collection, aptly titled “Garden of Eden”, explicates her philosophy behind fusion wear, “We didn’t want to do bridals for the show. So we are showcasing a formal collection and the pieces are great exemplars of fusion wear- we are featuring Western cuts with Eastern embellishments and sensibilities. The audience should anticipate motifs such as birds, flowers and vines, all integral to the topography of Eden as we visualize it. We used luxe yet breezy fabrics such as French tulle with gold and silver threads, crystals et cetera to conjure a visually delightful picture of what we perceive femininity and beauty to be. These pieces are designed to bring out the angelic side in the woman who dons them.” Enthralled at being part of the Fashion Parade, she opined, “London is a great market with a large South Asian diaspora, a market that must be tapped into. I feel that Fashion Parade is the appropriate forum for launching my line; this also gives me the opportunity to associate the brand with Ammara (Hikmat), a reputable name in PR.”
The second half consists of Sara Rohale Asghar, Nazneen Tariq, Roshan Pret Collection by Marium Najmi and Nomi Ansari. Sara Rohale’s line, Arous Zeba (literally: a beautiful bride) derives its inspiration from the ancient and glorious Persian heritage. The pieces in this line highlight intricate motifs and layering and bring about a beautiful amalgamation of bridal wear and Persian heritage and aesthetics. Nazneen Tariq’s collection, “Romancing the Stones”, is a jewellery collection consisting unique pieces that exemplify qualities like elegance, distinction and value. Her jewellery is made of pure silver with rhodium of white gold along with precious stones. The ending note shall be Nomi Ansari’s collection, Movember, which will strike the audience with aplomb. The creative head of Fashion Parade 2013, Sadia Siddiqui, explains the motive behind the creative venture: “Fashion Parade celebrates Fashion, celebrates talent and celebrates the entrepreneurial spirit of our Pakistani designers. We have created a platform where the primary aim is to enable designers to show their collections at Fashion Parade London, in the heart of Europe, and develop their businesses through access to a range of industry contacts. Mustang is proud to be working with Encyclomedia PR and supporting Save the Children at this event. This is fashion with a cause, and it is the first step towards a long and successful journey.” With all participants and attendees gearing up for the event, London buzzes with excitement and fervor.