Keeping away from the zigzag course

Zahid Akhtar of Ziggi Menswear caters to South Asians in Britain with hopes of spreading wings to Pakistan

LAHORE:

After catering to the sartorial palate of South Asians in Britain, Zahid Akhtar, creative director of Ziggi Menswear, is now keen on foraying into the Pakistani market. After showcasing at the latest Telenor Bridal Couture Week for a second-year running, the designer finds Pakistan’s nascent fashion industry to be a promising medium to channel his aesthetics for menswear, which often hides in the shadow of a female-dominant field.

“In the last seven years, I’ve seen a dearth of groom’s-wear for South Asians in Britain. The groom’s family often has to travel all the way to Pakistan or Dubai to buy sherwanis,” he said about why he chose the UK as his launchpad. “So, I decided to step up and cater to desi grooms, particularly those originating from Pakistan, India and Bangladesh,” he added. Zahid explained how he also designs for people in the UK who opt for Bollywood-themed wedding events.

Zahid currently designs his prints in the UK, but sourcing and dyeing are handled by Indian professionals based in Delhi. “They are a very talented lot. It’s a long-distance relationship but they have understood my style with time and know how to develop on my ideas,” he explained. Comfortable with catering to the niche market menswear is, Zahid states how he wants to stick to the category and expand slowly.





Zahid runs the brand along with his partner Mohammad Rafiq. Zahid hails from Jhelum district and Rafiq’s family resides in Mirpur. However, the designer duo have lived in Birmingham and studied there. Zahid pursued his undergraduate degree at Fashion Institute of Art and Design in Birmingham. “Initially, when I started off in 2009, I created four pieces. But the profession soon grew on me and I went on to make my debut with a collection titled ‘Mist’. Since then, there has been no looking back,” Zahid shared about what encouraged him to become a designer.

Due to its cultural heritage and regal monuments, Lahore has been Zahid’s longtime favourite place for his shoots. Expressing his penchant for the city, he said, “Royal places appeal to me. I have covered Lahore Fort in my shoots earlier and this time around, I chose Jahangir’s Tomb. People need to appreciate the architecture there.”

Of his signature aesthetics, he shared, “My signature style is grand and bears a royal feel. I’ve always been greatly influenced by the Mughals and usually create fusion-wear.” However, while the designer was inspired by the Mughal era in his earlier showcases, his latest ‘Shahnama’ collection at TBCW drew inspiration from Persian kings.



At the event, Zahid brought a myriad of designs to the runway, including short-length jackets, jodhpurs, sherwanis and trousers. Speaking to The Express Tribune prior to the show, he said, “Desi outfits look really nice on South Asian men. I’m sure that tonight, each of these 16 models will sport an amazing look.” He also said, “I am old school as I’ve opted for traditional looks with Sufi music playing in the background as the models walk the ramp.”

Come 2016, Zahid is looking forward to launching his outlet Jewellery Quarters in Birmingham where he will stock outfits for men. Besides introducing groom’s-wear, he plans on stocking accessories for men, including necklaces and rings.

Published in The Express Tribune, December 22^nd, 2015.

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