Life & Style

HSY lawn: For her ... and for him!

Hassan Sheheryar Yasin marked his debut in the lawn industry by launching his first ever lawn collection.

Saadia Qamar April 11, 2011

KARACHI:

Hassan Sheheryar Yasin marked his debut in the lawn industry by launching his first ever lawn collection on Sunday, April 10 at The Palm in Karachi.

While many other designers have attempted to bring something different with their lawn collections, HSY has left everyone behind with his products targeting both women and men.

The World of HSY Prints features a price range of Rs2,800 to 5,000, with gender-neutral cotton prints along with the regular prints for women. The female collection comprises of 20 different prints with upto three colour variations.

Launching the line first in Lahore, the designer plans to take his collection from Karachi to various other cities like Islamabad, Rawalpindi, Faisalabad, Peshawar, Multan and Sialkot. He also intends to take his prints to Dubai.

“I like the prints but I have found the event too disorganised,” said a visitor Samia Ali. “They are offering something completely different from what the catalogue states,” she added.

Sidrah Nasir found nothing unique about the collection, saying: “Though the embroidery was good on the prints, there was actually nothing new as far as designing the entire collection was concerned. Some seemed like repeated versions of the lawn prints elsewhere.”

But there was Anum Bilal, who said: “I like the collection a lot and plan to buy something from the exhibition.”

Talking to The Express Tribune, Yasin said: “The response has been fantastic in Karachi. In Lahore, we got completely sold out within three hours of the launch. I believe HSY has a very loyal brand following.”

About the lawn collection, which is inspired from his travels abroad, Yasin said: “It’s my labour of love. I love doing what I do.” He further said: “HSY is available to everyone, definitely everyone, which is a testament to the fact that we are catering to everyone.”

When asked about the reason behind gender-neutral prints, he said: “HSY menswear is one of the highest selling products.”

“Also, we thought we should not ignore men. Focusing is the key and the right focus is what one is required to do. We did tremendous amount of market research before venturing into it.”

Spotted at the event were designers Sana Hashwani and Safinaz Muneer of SanaSafinaz.

Product Consultant HSY Prints, Farrukh Mian said: “The response has been amazing and his inspiration comes from different parts of the world.”

Donning a lawn kurta from his own collection, Yasin said: “I’m definitely not the first man wearing it and not even the last one! We are catering to everyone.”

The exhibition continues till Tuesday, April 12.

Published in The Express Tribune, April 12th, 2011

COMMENTS (2)

Amir | 13 years ago | Reply a Unisexual lawn or bisexual ... it didnt worked either for Women or Men ... would have been better if targeted to the right gender only !

Waheeda kanwal | 13 years ago | Reply On the first day of HSY exhibition there was a hustle bustle outside the entrance gate at 4:00 pm not because of the crowd but because they had stopped the entry because " it is too crowded inside" as one of the security guard stated. After waiting for around 20 min, the entrance gate opened and we all were surprisingly shocked that there was NO CROWD at all inside, one of the visitor truly understanding the situation commented “marketing strategy" and I could not agree more. About the exhibited material, it was not at all catchy neither the print nor the colors and we found the price was written on a piece of paper whose flipside shows that it is a receipt of a well know Fabric shop. For any regular lawn exhibition visitor, it was certainly a waste of time.

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