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q&a Shaking up a storm After launching BHSY, Sheru's all set to head to New York for a vacation and then he's off to London, Dubai and Mumbai to attend the fashion weeks there. Oh and he can afford to do that because he has already planned his show for Pakistan Fashion Week as well as the after party! Instep chases the whirlwind of Pakistani fashion... By Saba Sartaj K

Instep: Tell us a bit about your new BHSY collection and where will it be available? Hassan Shehryar Yasin: Well, the BHSY collection consists primarily of four different lines. These include evening wear, wedding wear, the young girl type, which will be younger and brighter and the social gathering/ tea party wear. Its like we used to dress the bride and the groom before but now we are dressing the friends and the family also! Living in Pakistan, you cannot ignore the 'wedding' concept. Everything pretty much revolves around that and as a designer I am driven by the demand in the market. The collection is large and will be encompassing a lot. There will be four BHSY collections launched a year, one every season so you can imagine the magnitude.

Initially it will be available in our Lahore studio and will be stocked at The Designers in Karachi. We have a great plan for this collection and it will be everywhere! It's going to open in our KDA store in Karachi, the Bareeze store in Islamabad and in Lahore we will be stocking at the Main Boulevard and DHA Bareeze stores. So you see it will be everywhere and readily available for all who are interested. Internationally, we will be stocking at the IMANY store in Manchester.

Instep: How accessible will it be to the common man and what is the price range like? HSY: Not that I'm comparing myself to them but if one takes Armani as an example, the BHSY collection would compare with Emporio Armani more then Armani Exchange. It is somewhere between couture and pret. I would call this collection a 'cuts deluxe'! The designs were made keeping todays 'young and trendy girl' in mind and the prices are very controlled. It primarily caters to someone in her early/mid '20s who wants to look good and dress chic within an affordable range. The prices range is between 13 to 25 thousand rupees, which is pretty reasonable considering every piece has value added to it. The pieces are available in many sizes at Bareeze and other selected stores and therefore will not be easily duplicated Instep: Are you showing at the Pakistan Fashion Week? If so, what kind of collection do you plan to show?

HSY: I am showing at the PFW and have big plans for the event. Our aim at HSY is to entertain, excite and enthrall, which is exactly what we have planned out for the upcoming PFW. I have a big surprise in store for everyone. I will be launching two new products, which I am very exited about and am also organizing a big post event. I want to show all those flying in from far and wide for PFW a good time. They are coming to my city Lahore and I want everyone to be together and see the best. The main aim behind PFW is to launch Pakistan as a big and reliable brand name in the international market. We all want 'Made in Pakistan' to matter and I have worked in every essence towards achieving that with my collection in which quality and not just creativity reigns supreme. With my collection I will be starting up a whole new concept. Just wait and watch! Instep: Do you mostly design yourself or do you have a team of designers working for you? Tell us about that. HSY: We at HSY are working as a fashion house, just as any international fashion house works. We have five completely independent lines and I have a great team of 5 top graduate students of the PSFD (Pakistan School of Fashion Design) who work along with me on the designs. Each one of them is a creative director on their own but we have discussions and I overlook their work giving them direction and the push they need. They are fabulous designers and I give them the credit they deserve. Our ultimate aim is to give each separate product line a separate store which means tremendous growth. For any fashion house to grow, there has to be a strong team and I totally believe in that. I want them to grow as I know where they are coming from since I am a PSFD graduate myself. They aspire to be part of a bigger picture and I want to give them that opportunity. Instep: Where do we see HSY heading next? What is your schedule like for the rest of the year? HSY: Madness! Total madness! At the time being I am shooting for a video - yet another surprise- where we will be using our design house as a platform to raise awareness about certain issues in our country. This will be another big surprise for everyone. I want to give much more then just fashion to my country and my people and want to give back on the whole. The idea behind this video is to make people stop and think for just five seconds about what's happening around them. After this I'm off to Dubai to look for a location for an HSY store after which I will be flying in to London to attend some shows at London Fashion Week where I have been invited by some PR companies. Then I will be heading to New York for a much needed vacation where I am going to rejuvenate my spirits for the upcoming Pakistan Fashion Week. Let me tell you, I am all ready and done for the PFW, my designs and even my music has been selected and sorted, so I can afford to relax and take some time off work. When I come back from New York, I will head to India to attend Lakme India Fashion Week and from there I fly to Dubai where I will be showing at Dubai Fashion Week. I will take the same collection which I am showing at PFW but of course it will be shown with many a twist and turn in styles etc. October then sees me throwing a cocktail party in the wake of PFW for little above 150 people where they will appreciate yet another surprise by me. Hint hint, I am flying some one very special in! Then somewhere around that time I plan to have a little preview of my PFW collection as well. So there you have it, that is HSY for the rest of this year! – You can catch a glimpse of BHSY on Style section.