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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
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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. |
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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. |
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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? |
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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.
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