This month, Instep's hotstepper is Ammar Belal, who has stepped up his game by leaps and bounds. While there are arguments about whether he really qualifies as a designer, considering that he is not just a designer in the conventional sense, we believe he is one of the most dedicated followers of fashion there is.
 The boy who once came in with that wild label ABCD and custom made jeans has evolved into a man who has launched Ammar Belal high-end retail stores that have become known for their finely constructed suits.
While ABCD had become a buzz word for funky t-shirts, tops and trousers for men and women that were out there in terms of style and being on shelves and affordable, the brand Ammar Belal is sophistication personified; a local brand with international quality because it is manufactured in Europe. And while the launch had people saying that's not really designing, we beg to differ. This is luxury wear and till Ammar opened his flagship store in Karachi, men were flying out to Lahore to get themselves proper suits, saving themselves a trip to Dubai to buy a quality product at a better price.
Now, a steady business set up and running - men will always need suits to wear, Ammar Belal is giving in to his creative urges once more. The young man who gave us a fashion film Satori, the first 'fashion video' 'My Favourite Dream' and put together a series of real editorial fashion shoots for Libas pairing pieces by different designers to create different looks, has evolved into a high concept powerhouse who put up La Musee in Lahore, a series of rooms bringing together interior design, fashion, music, art and more for a real fashion experience. He launched into this straight after his trip to New York where he designed for designer Particia Field's store in New York, she of Sex And The City fame. We believe that these are the pieces he will be showing at the upcoming PFDC Fashion Week and we can hardly wait to see them on the runway.
So here's to Ammar Belal, our hotstepper of the month, who didn't conform to make a quick buck of bridal wear. He stayed true to his aesthetic sensibility and figured out a way to structure his business so that he can carry on doing what he loves doing; which for Ammar means not designing farshi ghararas for brides or sherwanis for grooms. It's not easy in a predominantly traditional market like Pakistan, but Ammar Belal is a shining example of how it can be done. |
