HSY appoints new CEO, hopes to make brand more dynamic

This is the first time in Pakistan that a fashion brand has appointed a seasoned corporate professional as its CEO

KARACHI: HSY has appointed powerhouse professional Aalia Jafar as its chief executive officer to help the brand grow and consolidate the business of fashion. She brings with her extensive exposure to the business of fashion globally , participation at fashion weeks in NYC, London and Paris as well as at global sourcing platforms, stated a press release.

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"We are thrilled to have Aalia as our CEO. She brings with her a dynamic, fresh corporate vision precisely in line with the core brand ethos of HSY. Her experience means that Aalia brings to HSY a thorough understanding of the global as well as local aspect of the fashion business, from the front end and back, equally. As we grow and expand as a brand, the bifurcation between the corporate and commercial aspects of the business of fashion are equally important to consider as two separate entities altogether; with Aalia as CEO looking at the corporate aspect of our business, it gives me the complete freedom and flexibility to focus on my passion, design,” said Hassan Sheheryar Yasin in a statement.

PHOTO: PUBLICITY

The announcement was made during an exclusive press meet held at Karachi's HSY Mansion. This is also one of first times in Pakistan that a designer-led fashion brand has appointed a seasoned corporate professional as its CEO.

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"As the CEO of Pakistan's most renowned couture brand, my vision is to take HSY to the next level: to create new avenues, to explore new products and markets, to expand and take the brand to new horizons, and to ensure Hassan's vision of making HSY the last word on fashion and lifestyle is brought to life" said Jafar.

With Jafar's appointment, HSY also announced that all other HSY projects such as show production, show choreography and event management will now be under the name of “HSY Entertainment”.

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