FASHION www.fashioncentral.pk
2013
Afreen Shiraz of Ellemint Pret talks to us
India Bridal Fashion Week 2013
CENTRAL Vol 12
Phoebe Tonkin with successes galore
The team at fashioncentral
media group
acts like a happy force and fired by the enthusiasm brings out an awesome 12th magazine issue.Editors,content writers,photographers form an integral part of our friendly army,bursting with life and an urge to reach out to millions of literate set of viewers.
Parties & Events 16 20 24 28 30 32 64 68
NINE WEST AT MALL 94! Juggun Kazim Wedding Designer’s Lounge event Issaq Premiere Satyagraha Song Launch Rajguru Rise Saree Fashion Show Helmut Newton Exhibition Opens at Annenberg Space for Photography Fendi Brings a Bit of Rome to Paris
Fashion Shows 34 44
India Bridal Fashion Week 2013 Mercedes-Benz_Fashion-Newsroom
Interview 10
Afreen Shiraz of Ellemint Pret talks to us
TENT
CON July 2013
From the editor Ramadan is almost over and hopefully most of you feel drenched with spiritual happiness after a month of abstinence and devoted worship and prayers.Well from our side,please accept generous compliments for having successfully availed the chance to go through a cleansing period of the heart and soul.And while on this topic,the advice is,just keep it going !
The current issue also coincides with the occasion of Eid ul Fitr and though this is family time and celebration time,we urge you to take a few moments off to enjoy what the magazine has to offer.A few clicks will lead you through to Afreen Shiraz an entrepreneur and stylist of substance.Also there are some brilliant images of the India Bridal Week 2013.The bridals are real stunners,and for the brides to be ,choices are there in ample number and variety. We continuously seek your guidance and counseling on the contents of the upcoming issues. Do not relent in pursuing us with your wants and needs and what you are eager to see. With loads of gratitude.
Anny
10 interview
Afreen Shiraz
of Ellemint Pret talks to us
She’s an entrepreneur, a stylist and beautician. She oozes with talent. Yes, we are talking about the stunning Afreen Shiraz of Ellemint Pret and Ellemint Salon et Spa! Fashion Central pinned the stylish business-woman to share the secret and not so secret recipes of her successful business ventures!
Q: What’s happening currently at Ellemint Pret and Ellemint Salon?
Ans: Year 2013 has been quite hectic as well as fruitful for House of Ellemint. The coming months are even busier. We will be completing three successful years of Ellemint Pret. To celebrate the same we are planning our 3rd anniversary celebration which will kick-start with a PRE Eid Exhibition in Ramazan. And Ellemint Salon et Spa celebrates its 8th year providing its clientele with amazing packages and deals to enjoy summer pampering.
Ans: I’ve given it almost seven years now. My ground training started from Karachi. For various hair, nails, skin training and methodology I went to Italy followed by Malaysia and Dubai. I attend regular refresher courses locally as well. The philosophy behind Ellemint Salon et Spa is to pamper our clientele with the latest and best international products blending it with the right technology providing a professional, hygienic and an affordable experience. Q: You ventured out launching a multi-brand boutique and display ‘Ellemint Pret’. What made you branch out in this particular arena of the fashion business?
Ellemint Pret plans to expand this year and launch its own brand which is very exciting for us. By the Ans: It’s now been more than two years since Ellemint Pret was launched. end of 2013, we are also hoping to diversify our two businesses. Q: Many people enter the field of fashion and beauty and then fade away within a few years. What is the reason for this and how can you make sure that you stay on top of your game?
Ans: It’s extremely cut throat. One has to have strategies to stay on top of everything. My background and degree of Masters in Business Administration has helped me face the challenging market. I feel perhaps lack of education and experience could attribute to this fading away. Passion and commitment play a significant role as well. Q: When did you first decide to set up Ellemint Salon et Spa?
Ans: Beauty and beauty treatments were always my passion since college-days. After attaining my Masters in Marketing and gaining experience by working in various sectors like banking, advertising, teaching, etc i decided to take off. I realised my true passion and continued to follow my dream. It started from a small space in the vicinity of Defence and my clientele grew with time. Q: How many years have you put in now as a stylist/beautician?
During my salon days, I felt there was a huge demand from my clientele, relatives, friends and well-wishers to further add a Pret store to Ellemint portfolio making it a one-stop-solution for ladies - salon, spa, clothes, shoes and jewellery all under one roof. After a successful five-year spell of Ellemint Salon et Spa, fashion was my next destination. It just came very naturally and I went with the flow. Ellemint Pret provides a platform for upcoming designers
to showcase their creations. It encourages and promotes Pakistani fashion not only in Pakistan but abroad as well. We’ve had a successful exhibition in the US and plan to have many more arouaaaaaand the globe. Q: What is the most outstanding feature of Ellemint Pret?
Ans: Ellemint Pret, like my salon/spa, is targeted for everyone. It’s an extremely affordable experience. Adorning yourself with designer wear and latest trends in fashion at prices you don’t have to give a second thought to, is what Ellemint Pret is all about. Our prices are very attractive for the clients. Casual Pret starts from Rs.2500. We base our service on convenience. No hassles of going to tailors or for embroidery or embellishments. We provide the latest updated styles and designs.
self, discover your talents and follow it with honesty. And success will follow. Last but not the least have faith in yourself. God helps those who help themselves! Q: What is the secret of standing out in a crowded market where both designers and stylists are rampant?
Ans: Believing in oneself! Being a leader rather than a blind follower! Q: What is your beauty regime?
Ans: Facials are extremely important to maintain a healthy skin. I cleanse every night and exfoliate twice a week. Sunblock is a must to prevent any UV/sun damage. It’s convenient to have a two in one product so your moisturiser can be your sun block too. Q: Basic make-up tools you always have in your bag?
Ans: Make-up habits and tools differ for everyone, At Ellemint Pret we stay updated in international trends as well. Our designers give maximum value every taste. and consumer benefit for each product bought. Q: How many designers are you stocking at Ellemint Pret? What is the criterion for making it to Ellemint Pret?
Ans: We have an exclusive fashion store stocking up to 25 designers at the moment. Our strategies are to ‘seek and promote’. I seek talent. We provide fresh designers a platform to showcase their creativity and take their abilities to the next level. Our process is simple.
Email us your latest fashion shoot, show us a few samples and once selected - keeping in view the cuts, styles, utility and other values of production - we make sure we tell everyone about you. Q: Advice for people about to venture in the fashion business?
Ans: Follow your passion with honesty. Be your-
My must-haves include my favourite lipstick – as a matter of fact I only carry a lipstick in my bag! Q: Your guilty pleasures?
Ans: Indulging in biryani eating whenever I can :) Q: What are three most important things in a man that makes him a good companion?
Ans: Honesty, stability, reliability. Q: Do you have any plans of extending your salon and designer outlets to cater to men?
Ans: Not yet. Dealing with men is a different ball game altogether.
16 Event
NINE WEST AT MALL 94!
20 Event
Juggun Kazim Wedding
24 Event
Designer’s Lounge event
28 Event
Issaq Premiere
30 Event
Satyagraha Song Launch
32 Event
Rajguru Rise Saree Fashion Show
34 Fashion
India Bridal Fashion Week 2013
44 Fashion
MercedesFashion-Ne
-Benz_ ewsroom
Phoebe Tonkin She has her roots in Australia and virtually right from infancy,she showed a passionate interest in the artistic world.As a four year old, she attended several dance courses in classical ballet, hip hop, contemporary dance and tap dance. Her tutors felt that Tonkin was gifted,besides being awfully interested in learning the dance form.So it was quite natural that a few years later,at the age of twelve, she took courses at the Australian Wharf Theatre for Young People (ATYP).
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The entry into Queenwood School for Girls in Balmoral, New South Wales was automatic and getting a formal graduation degree was there for the asking.
Vauxhall Motors was the first major customer to pick her up and the there were many others.Tonkin did shoots for Girlfriend, Teen Vogue, and Dolly,to name a few.She has also appeared in Miles Fisher’s music video “Don’t Let Go”. In 2012 Tonkin opened a website about health with friend Teresa Palmer called Yourzenlife,which had many fans and viewers. Tonkin was cast in the role of Cleo Sertori on the Australian children television series H2O: Just Add Water Tonkin improved on her swimming abilities tremendously during the pre-production of the series. The series premiered on Network Ten and has since gone on to be aired to a worldwide audience of more than 250 million.
Tonkin made her film debut starring in the Australian action ensemble film Tomorrow, When the War Began. In the film, which revolves around a group of teenagers waging a guerrilla war against an invading foreign power in their fictional hometown of Wirrawee, she played the role of the rich and uptight Fiona Maxwell. She fetched the first role in March 2011 as Faye Chamberlain on The CW supernatural drama series The Secret Circle..Premier of this drama series was on 15 September 2011 and from the first day over 3.5 million viewers watched it and the acclaim that came Tonkin’s way can be graded as massive indeed.Infact she was considered the break out star of the series.
In August 2010, Tonkin was cast in the 3D horror film Bait 3D. Filming took place on Australia’s Gold Coast and follows a group of strangers who are trapped in a supermarket after a freak tsunami with a pack of great white sharks. Subsequent to this what added to her list of successes was the role in the CW television series The Vampire Diaries. The year 2013 continues to be a good year for her.The CW confirmed that a spin-off series to The Vampire Diaries was in the works, titled The Originals. The series will revolve around the Original Vampire family members, and Tonkin will “be heavily featured in the prospective pilot” of the upcoming series.
64 Events
Helmut Newton Exhibition Opens at Annenberg Space for Photography
68 Event
Fendi Brings a Bit of Rome to Paris