FASHION www.fashioncentral.pk
2013
The designer Duo PIFD adds flair to the fashion world
super model of Brazil
CENTRAL Vol 10
CON The team at fashioncentral
June 2013
media group
acts like a happy force and fired by the enthusiasm brings out an awesome 10th 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.
TENT Parties & Events
Fashion Shows
22 24 26 28
PFDC Sunsilk Fashion Week 2013
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Cinnabon Mother’s Day Event Maria Salon & Institute Waseem Noor Samsung Galaxy S4 comes to Pakistan! Reluctant Fundamentalist Premier Parineeti Launches New Nivea Cream Bharat and Dorris Make up Awards Selena Gomez & Taylor Swift—2013 BillboardMusic Awards
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JENNIFER LOPEZ Performs at Chime For Change The Sound Of Change Live Concert in London
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ANGELINA JOLIE at World War Z Premiere in Berlin
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They captivate
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Maria B Moon Textiles
PIFD 44
Brings forth more & more talent
Interview 14 16
Sarah Najmi Bilgrami of YOC’A The designer duo Ayesha-Somaya
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T
From the editor This month, a celebrity from Brazil finds a place on the cover and she does look stunning indeed. Equally radiant is her profile and those who have seldom touched the Brazilian celebrity scene will find the profile a source of interest and joy. Simultaneously,we hope our viewers in South America will like the fact that ample space has been allotted to a high profile artist of their choice. News from the Pakistani fashion front is loaded with optimism.Pakistan Institute of Fashion Design(PIFD),a premier fashion design institution continues to move forward at a pace which needs to be lustily cheered and applauded.The 2013 session has added more designers of talent and skill to the fashion market and their impact will be felt in the months to come. Events related images are wholesome this time and include some brilliant ones related to the Fashion Week organized by Pakistan Fashion Design Council.Shehr Saigol and her team have again done wonders,with all aspects of the Fashion Week above the excellence level. Once again,our gratitude to the viewers, for remaining in touch!
Anny
14 Interview
Sarah Najmi Bilgrami of YOC’A
The word YOC’A itself is a definition of our entire philosophy; expanded as The Young Collective Artists, we challenge ourselves to deliver contemporary and sophisticated designs that are a direct result of a cohesive process. We work as a team steep in varying ideas allowing our products to be a culmination of multiple inspirations. The term “couture” is being presented through our showcased furniture lines or custom-designed furniture; our approach is to understand the current trends, in both the international and local markets and work with developing designs. This allows us to cater to a variety of clientele and thus, reinforcing our presence as Pakistan’s only home couture brand.We also take pride in recreating the whole retail experience. We pay special attention to details in the showroom and displays, down to our personal and unique relationship with every individual client.
What would be your recommendation for “what to do first” in decorating a project? First and foremost, I highly recommend that anyone who wants an interior designed should seek professional consultation from interior experts. It is important to feel and understand which shoe best fits one’s requirements and aesthetic needs. At the beginning of a project, we ask our clients to write down their exact requirements, likes and dislikes. If there are multiple clients to a project, we encourage separate lists, and then try to work on coming to some sort of middle ground. This process encourages and makes for a successful professional/client relationship.
What tips do you have for decorating a room for a baby or young child? The common denominator in all types of interior design is that it must withstand time. We need to remember that children grow older in a short span of time. So we encourage the balance between simple and mature furniture played up with colorful elements such as lamps or cushions.
What advice do you have for someone with a new house to decorate on perhaps a limited budget? Always begin with a list of your “dos and don’ts” as it is the best measure of what you are willing to sacrifice on a limited budget. I personally suggest choosing one or two rooms and place a decorative emphasis on them. This could be the master bedroom, the main living or dining spaces, or the formal sitting room; that is completely up to you. Detail them well; enjoy the created spaces, and when your budget allows it in the future, you can move onto another room in the house.
Can you comment on what you see in color trends? The color of the year 2013 is emerald green and shades of yellow are the best color to complement it. Grey, as always, is a fantastic foundation for all color collaborations.
What decorating ideas would you recommend to a homeowner who wants to rev up the look of a bedroom or living room for spring? Nothing stands out more than changing the upholstery; bring in more neutral colors accented with nature-inspired hues in the cushions or various accessories. If you have heavy curtains or shears, replace them with linen shears. This undeniably will lighten up the entire feel of the space. For a final touch, bring some life into the room. Indoor plants bring in great energy to a space and aids well to the
aesthetic of an interior.
What writers, thinkers, or artists do you admire? The ones who act as inspiration for your work?
Khalil Gibran’s poetry and prose has translated itself into various aspects of my personal and professional life. Reflections can be seen in our work as we too aspire to unify distinguished ideas, themes and trends. How would you characterize your personal style, including you preferred color scheme? We move away from creating stark interiors or overtly modern design. Instead, we blend modern and contemporary fashions with subtle nuances of classical design. We have a penchant for fine fabric and the best quality of wood; we stay loyal to neutral shades, mixed with dark wood and sparing belts of bright color.
Please tell us something about your first project/client, what challenges did you face then?
From the start, our intention has always been to bring in a collaboration of international and local design to Pakistan. One of the main challenges was having people accept this idea, especially from such young designers.Initially, our main handicap was the lack of human resources and infrastructure. Now, we have completely developed into a firm with independent factions, our own factory and wellintegrated procedures; all of which are running smoothly on our principles of solidified teamwork.
We have heard that YOC’A is planning one of a kind designer series with leading names in the industry. Can you please give Fashion Central a preview of what to expect? We are currently developing a variety of shows for the following 2013-2014 year.
18 Interview
The designer duo
Ayesha-Somaya Speak
How would you describe your label Ayesha-Somaya?
Rs. 40,000 for suits in our Formals Collection and from Rs. 1,00,000 for suits in our Ayesha-Somaya signature Bridal Collection.
Classic chic, elegant and always stylish. Ayesha-Somaya’s design philosophy is based on versatility and glamour with a clear focus on creating outfits to make each woman feel beautiful What is a normal day for you like? Our day begins with a very organised routine but in whatever she wears. somehow gets increasingly frantic by noon, What is keeping you busy these days? What projects especially if it is the Eid or Wedding season. are you working on?
We just finished our lawn project for 2013 and are still getting over the overwhelming response the collection received. However, Ayesha-Somaya keeps surprising their fans with something new and refreshing all the time. Currently we are working on our web-store along with a Spring/ Summer exhibition in Chicago within the next few weeks. We also look forward to announcing our seasonal sale before the summer holidays. What do you feel is that extra that your brand offers?
Our label offers a unique collection which is not exclusive to a niche audience only. We take pride on being widely accessible and catering to the fashion needs of all through our five lines. Where do you get inspiration for Ayesha-Somaya designs?
Finding inspiration is not always as simple as it sounds. The fact that we love and enjoy our work as well as each other’s company usually serves as our source of inspiration, through which we generate new ideas for the clothes we design. There’s nothing like mixing ideas for that unexpected style. How many collections do you have?
We introduce a new collection of designs every two months for all our five lines. What is the general price range of the dresses?
Prices start from Rs. 2,500 for our BASICS Collection, Rs. 7,000 for outfits in our Luxury Pret Collection, Rs. 20,000 for Semi-Formals,
How do you manage to strike a balance between professional and personal life?
They are the two sides of the same coin. To balance them both we have learnt to say no to any unexpected or unscheduled work or events. What are your personal signature styles?
We are known for infusing our personality into our style. We never wear what fails to flatter our body types, no matter how amazing an outfit is. Some advice you would like to share with the young, up and coming designers?
There’s no particular road to success. Work hard but don’t forget to live, realize your strengths and follow your own perspective. It’s good to keep up with trends but never lose your individuality. What are your future plans for Ayesha-Somaya?
Inshallah, we want to see Ayesha-Somaya flagship stores opening nationwide. Where is Ayesha-Somaya located?
The Ayesha-Somaya Design Studio and Flagship Store is located at 13-C, 1st Sunset Commercial Street, Phase 4, DHA, Karachi. The brand is also stocked at Brands Just Pret stores in Karachi & Dubai, Melange in Islamabad, Fashion Pakistan Lounge in Lahore, Concepteurs Lounge in Peshawar and Labels in Faisalabad. The brand also stocks at select stores located internationally in Chicago and Houston.
22 Event
Cinnabon Mother’s Day Event
24 Event
Maria Salon & Institute
26 Event
Waseem Noor
28 Event
Samsung Galaxy S4 comes to Pakistan!
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30 F&S
Maria B
38 F&S
Moon T
Textiles
44 PIFD
Pakistan In
Fashion PIFD is a premier institute in Pakistan, imparting design education in a large variety of areas including Textile Design, Fashion Design, Fashion Marketing and Merchandising, Jewellery Design and Gemological Sciences, Furniture Design and Manufacture and Leather Accessories and Footwear.
Institute of
n Design (PIFD)
The First in the
Twenty First
The Queen Elizabeth-I reigned over England from 1558–1603. She is considered as powerful and enigmatic Queen of that era. This era, sandwiched between the Tudor and Stuart period, is known as the golden age of England’s history. It was a period when artisans flourished in England and there was a relative peaceful environment.
Clothing and architectural styles in Elizabethan times were elaborate; – ornaments were very strong comprising of geometrical shapes and often bizarre looking by the standards of today. Elizabethan styles include exaggerated shapes, emphasis on small waistlines and the use of snoods. This thesis comprises of a collection which is inspired by the monarch Queen Elizabeth-I. Two aspects of the Queen’s personality are focused upon, a strong ruler and a virgin queen. The strong character of the Queen is represented through androgyny cut lines with a blend of fluid and unstructured gowns.
Wajiha Sajjad
The other side of Queen’s personality is shown by using sheer and pure silk fabrics. The attempt is to reflect both strength as well as purity and simplicity of her personality.
The Game of Kings Minahil Afzal
Polo has always been an inspirational game for me. The significance of this game lies in the royalty of the players as well as the audience. It is considered as the game of men who have hope and determination. This collection was made taking out the elements of royalty from polo and blending them with the ethnicity of Gilgit Baltistan’s local culture.
Shandur Polo Festival is organized every year in the northern areas of Pakistan on the highest polo ground in the world. People from all over the world come to attend this polo festival, folk music and cultural festivity. Polo players use pony horses to play matches. This collection exhibits the style of a real polo player. Silhouettes, embroideries and accessories depict the local culture. The main focus is to blend the cultures of Gilgit and Chitral to create a fusion collection which depicts royalty.
Veils of the East Sarah Awais
The initial inspiration for this thesis was from a Japanese born photographer Kimik Yoshida. In her photography she shows entrapment of women through veils and jewellery. The references of veils are taken from her photography.
In this project, the focus is on the veil; how its usage is perceived differently in different regions. In Arab countries women wear veil due to modesty and protection. While in the western world it is considered a symbol of entrapment for women. The hidden beauty underneath a veil is translated through surface development by utilizing variety of embroideries. Colours and embellishments are hidden under robe style gowns and are referred to as the hidden beauty to be revealed.
The objective is to take interesting references from veils of different Arab tribes and incorporate them in clothing. The collection is based on monochromatic tones taken from Yoshida’s photography.
This thesis is based on the imaginary character of an explorer from the Ottoman Empire. I have developed this character from my childhood memories as I wanted to explore and collect things but as I grew up I could not follow my dream to become an explorer, therefore I wanted to realize this character in my thesis. The character named “Zargan� is taken from the Turkish dictionary, which means a female who has a very courageous nature who cannot ignore the call to adventure, knowledge and freedom.
The collection reflects the passionate, restless character of the explorer. Muslin, suede and velvet are key fabrics used to develop garments in vintage style colours derived from maps. Tools, artifacts, books and maps that are part of exploration are incorporated as embellishment elements.
Zargan-Th Hira Rasheed
Exaggerated pockets are one of the features in which Zargan- the explorer can accommodate tools and collected items to carry any where. The silhouettes of the four garments were derived from the original costumes of the Ottoman Empire.
he Explorer
Mechanical Mania Wajiha Zehra Zaidi
This project explores the work of a young digital artist Kazuhiko Nakamura. His personal style of work is inspired by the 19th century machinery and Surrealism.
His ideology is to create a futuristic work of art that roots itself back to the mechanical structures. Surrealism is also a major part of his work as he shows the unconscious mind’s working. By Mixing up these two components he has used his imagination to a massive extent and created a very impressive collection of digital art. The main focus of this thesis is on a similar philosophy as the artist, which is basically adding a touch of machinery through imagination and picking small elements that define a mechanical form. It is also attempted to use the moveable and the mechanized structural forms of his art and use them in an effective way The collection consists of elements such as flexibility, and objects that are juxtaposed. The garments denote 19th century machinery structures that are interconnecting and composing a mechanized structural form.
58 Event
The
Reluctant Fundamentalist Premiere
60 Event
Parineeti Launches New Nivea Cream
62 Event
Bharat and Dorris Make up Awards
ISABELI
FONTANA
Currently Isabella Fontana stands out as the super model of Brazil,with a face and looks and stunning figure that is eagerly sought out by a variety of branded advertising campaigns. With a radiant face adorned by beautiful blue eyes,Fontana has been a part of names like Chanel,Escada Valentino,Victoria’s Secret,Tommy Hillfighter,Versace and many other huge brands.
Financially the money seems to be coming her way in millions,and she has managed to find a place on the Forbes The World’s 15 Top-Earning Models list at 11th place.
The talent is inbuilt and right from the time when she touched the teens line, she has performed to perfection.When she was barely thirteen, she made it to the finals of the Elite Model Look and from thereon she became a much accepted face,making strides in her modelling career with every passing moment.And the career also meant changing migration gears,and she chose Italy as her first country of transit,where she felt the career could be pursued with immense success. Amongst her successes has been the shoot for Victoria’s Secret lingerie catalogue. This happened when she was about sixteen years old and though the shoot touched many hearts,it also caused a controversy.Her age became the target as experts felt that girls younger than eighteen should not be used for under garments launches.However this did not affect her commercially.Infact she stood to gain from the controversy and was signed by names like Versace, Ralph Lauren and Valentino. Amongst her famous assignment has been her modeling appearance for Sports Illustrated Swimsuit Issue. She has also captured a place on the cover of American magazine Vogue,which graded her as one of most prominent Model of the Moment.
Other attainments by Fontana include appearance in the Spring/Summer 2011 campaigns for Escada, Dolce and Gabbana, Uniqlo & Ann Taylor and as a current face for Victor and Rolf’s Flowerbomb,she is doing wonders. A regular appearance in the Pirelli Calendar is a big plus for her and the calendars get attention because they feature models posing as Greek and Roman gods, photographed by the world famous Karl Lagerfeld.
On the personal front Fontana is a devoted Catholic and is often seen making the Sign of the Cross in footages.She has been through a couple of marriages which did not last too long.The first one was with Ă lvaro Jacomossi and second one with actor and model Henri Castelli .She has two sons and loves them both.
78 Event
Selena Gomez & Taylor Swift—2013 BillboardMusic Awards
80 Event
JENNIFER LOPEZ Performs at Chime For Change The Sound Of Change Live Concert in London
82 Event
ANGELINA JOLIE at World War Z Premiere in Berlin
86 Event
KATHERINE WEBB at Spike TV’s Guys Choice Awards 2013 in Culver City
JESSICA ALBA at Spike TV’s Guys Choice Awards 2013 in Culver City
EVA LONGORIA at YWCA Wom en of Distinct Awards Gala Washington
DAWN OLIVIERI at the House of Lies Screening in Hollywood
A mtion a in
ALI LARTER at 12th Annual Chrysalis Butterfly Ball in Los Angeles