World Fashion Cafe: Electrifying Aftermath

The atmosphere in World Fashion Cafe’s basement for the launch of Aftermath Productions was electrifying.

LAHORE:

The atmosphere in the confined spaces of the World Fashion Cafe’s basement was electrifying. The event was a launch of sorts by the student-based company, Aftermath Productions.

“I got experience of working at events at Lums (Lahore University of Management Sciences) and met up with friends and decided we could also hold events,” said Sherheryar Ali, a sophomore who, along with his friends, brothers Bilal and Usman bin Naeem, forms the trio that is Aftermath Productions. “We want to do something different in each of our shows,” added Naeem, “This time we are launching electronic tee shirts by Eclectic Clothing — a first for Pakistan”.

As a student himself, Imtisal Zafar of Verve events is all too familiar with the process, he came to support these young people with big dreams. “I am here to support my friends who are designers and models since I know what it’s like being the new kid on the block,” said Zafar.

The highlight of the event was the crowd, majority was all aged between late teens to early twenties. The buzz of the youth, their collective energy filled the air with exhilarating optimism. The models, like the audience, ranged between 19 to 23 years and were proportionate enough to be professional models. Some like, Bilal Butt had already done ad campaigns, shows and shoots for retail brands.

Initiated by a graduate of Pakistan Institute of Fashion Design (PIFD), Ikram Khalid and a project of US Star Mills, Blue Dissidents focused on creating a purely denim based line to showcase what the brand stocks at their store in Defence Y Block’s commercial circle. “We like being a low lying brand that only a few people know about,” said Khalid. “We want people to walk into our store, try our garments and keep coming back to us, not because we do slick campaigning.” Certainly the jeggings and jeans that he showed were velvety to touch and seemed to fit rather well on the models. Unlike other major brands, Blue Dissidents also carried white jeggings and jeans. Not to mention, all the jeans ranged between Rs1,200 and Rs2,000, which is phenomenal considering Lahore has no alternative to Karachi’s Zainab Market for affordable western clothing.

What was exciting about the whole initiative was that these young entrepreneurs did not let their age come between their desire to do something. Creatively productive, it was no small feat that they managed to rope in major retail brands like Riverstone and Fifth Avenue, simultaneously providing a platform for a young brand like Blue Dissidents and Eclectic Clothing to be launched.

Riverstone and Fifth Avenue lent their Summer/Spring 2011 wares, which was not only a great initiative to support the youth but also an efficient means of marketing their products directly to their target audience. Although the primary focus of the event was to hold a fashion show, Aftermath Productions cleverly broke the monotony with musical performances in between shows by upcoming bands to provide entertainment for those who may not just be interested solely in fashion.

Published in The Express Tribune, March 7^th, 2011.