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Ammar's
new avatar
The designer known for his quirky brand ABCD has now sobered
and matured as he puts forth exclusive men's wear label, 'Ammar
Belal' in Karachi, it is obvious that he is harking back to classic
from crazy in your face fun.
By Ahmer
Ashraf
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Ammar Belal, fashion comes naturally and the production of it is hereditary;
he didn't have to study fashion to venture into designing and he didn't
have to set up a clothing factory to produce his designs (he is the
son of one of the leading knitwear exporters of Pakistan). It just
took an internship at Selfridges to brush his designing skills enough
to launch ABCD and place the brand at his mother's chain of stores
across the country. The brand was his take on casual wear, which he
advertised extensively, along with super model and fiancee, Aaminah
Haq, and they soon were the talk of the town. |
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They
did crazy things together, something that will always be a part of
the history of fashion, their martial arts inspired documentary -
which was actually a prefix to their Satori collection. Then a music
video 'My Favorite Dream' based around his next rock-inspired line
rocked our world. Now everyone knows about the prolific fashion past
that Ammar has had. Then ABCD went off the shelf and Ammar was only
found making appearances at fashion events.
It was last year that this young, flamboyant, every inch a fashion
designer, launched himself into exclusive men's wear. One saw formal
shirts, jackets and everything to do with a gentleman's wardrobe stocked
at his store in Lahore. Ammar has evolved his label into one, which
caters to formal men's wear and high end accessories, all manufactured
in Italy and other parts of Europe by vendors who supply to labels
like Versace and Gucci, according to the designer. |
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| Ammar
launched what he calls a 'lifestyle' store in Karachi on main Zamzama
this past weekend. And he has put his heart in it. The designer seemed
exhausted running around from one floor to the other, meeting the
guests and dealing with the television media - which was thronging
the three floors. "It's thrilling because I am not opening a
store in Karachi but launching my own lifestyle brand - a concept
I tested last year by opening a small store in Lahore," says
the designer who always dreamt of opening such an outlet." And
Karachi designers came out to support his effort. Rizwan Beyg, Nomi
Ansari, Sadaf Malaterre and Shamoon of Khaadi, came to greet the youngster
on his latest feat. And of course, Deepak Perwani |
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who landed with model ZQ screaming and shouting in a police uniform,
as if he is here to raid the place. Ammar was startled; both of them
were coming from a drama shoot and took time off to make an appearance
that evening. There were some individuals from the press and some
other celebrities, prominent among them were Tapu Javeri, Nighat Misbah,
Fauzia, Sanam Agha and others. Among family and friends, Aaminah Haq,
all dressed up sat for 'Ammar's support' at the women's accessories
level and the designer's father and brother arrived, checking up on
things. |
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One
saw the designer complaining about the delivery of invitations.
The elaborate, treasure box of an invite carrying the message embroidered
on a white men's shirt collar, was tasteful but perhaps not appropriate.
It reflected the designer's aesthetics and the attention given to
luxury but failed to serve a purpose upon reaching the venue. One
expected so much after receiving that invitation and it all fizzled
out as soon as one arrived. The event was a simple store launch.
But then again, the store is a cut above.
The store however
is interestingly done, with a psychedelic print silk fabric plastered
on the walls, livening up the otherwise boring shirts and jackets
section. With the main level having a rising sun, as Ammar puts
it, the minimal interior is effectively used to display the collections.
Split over three levels, the shop carries dress shirts and jackets,
in the main level. The basement stocks exclusively handcrafted shoe
collection for men and then the casual tees, under the label ABCD.
However, this is not the ABCD that used to be, the new and evolved
casual collection is higher end, in a rare selection of fabrics.
The top level has women's accessories including leather handmade
bags and shoes. |
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Everything
is made in Europe and all the pieces in the store follow a standard
cut and style. The dress shirts, although dandy and metro, lack the
quirkiness simply because they are strictly formal wear, there is
nothing special about the jackets, made in classic cuts and basic
designs, except the fact that the quality and materials used in any
of the pieces are far superior to any other local brand. But Ammar
insists that the devil is in the detail.
"You have to have an eye to notice and appreciate the detailing,
the design elements comes in with a paisley lining in the regular
jacket or the cuffs or collars of shirts," says the designer
who reaffirms that his inspiration is "very classic and very
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school." And that his brand makes an effort to celebrate the
icons that we have forgotten, legendary names like Frank Sinatra,
Clark Gable and Marlon Brando. Summing up that his label is redefining
'dandy wear.' |
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But will the ABCD clientele be comfortable with this transition
that the designer has taken; the recall in people's minds about
ABCD remains the funky, fun and eccentric stuff he used to do. So
is it a comfortable transition for him? "I feel that this label
is what is more personal to me than anything else has ever been.
If you look at the collection, you can tell that it is designed
by someone who is not 21 anymore," says Ammar adding that the
label 'Ammar Belal' is more fun and challenging and that the new
approach is more subliminal than in your face.
Ammar has big dreams with the launch of this brand. He wants to
go international with the label and plans to create the first Pakistani
brand which goes global and competes with international designer
wear. He has spotted the right vendors spread over Europe, he is
outsourcing his manufacturing because the designer has realised
that all the brands design and market but don't necessarily produce
their own collections. He also believes that he has set the framework
for a brand capable to launch from any international fashion capital.
With all this and much more, Ammar knows how to get it right, with
a strong family at his back and the right strategy; there is little
doubt that his new venture will be another big success story. His
signature store will give Men's Store a run for Asim Buksh's money
but it remains to be seen what Ammar will do to regain that off
center cutting edge in fashion that he is known for.
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