Love Mein Ghum: Fashion and film star-ring together

Published: July 25, 2011
“Love Mein Ghum” has a number of Pakistani celebrities making guest appearances. PHOTOS: PUBLICITY

“Love Mein Ghum” has a number of Pakistani celebrities making guest appearances. PHOTOS: PUBLICITY

“Love Mein Ghum” has a number of Pakistani celebrities making guest appearances. PHOTOS: PUBLICITY “Love Mein Ghum” has a number of Pakistani celebrities making guest appearances. PHOTOS: PUBLICITY “Love Mein Ghum” has a number of Pakistani celebrities making guest appearances. PHOTOS: PUBLICITY “Love Mein Ghum” has a number of Pakistani celebrities making guest appearances. PHOTOS: PUBLICITY “Love Mein Ghum” has a number of Pakistani celebrities making guest appearances. PHOTOS: PUBLICITY

At first glance one is instantly swayed and enthralled by Reema’s slick promo for her film Love Mein Ghum. With Ali Zafar’s vocals and a glittering roll call of the film, television and fashion industry’s (arguably) finest, the film’s title track, “Love Mein Ghum”, reeks heavily of another title song, “Om Shanti Om” and the over arching camaraderie that it sought to project and promote within the Indian film fraternity onto the screens.

That particular song worked brilliantly for the film since it spoke of all ‘stars’ (a pun on constellations and film icons) gathering together and tied in with the film’s plot that surrounded a film star. Reema seems to lift the formula wholly to supplant it in a local context. It even has veterans like Nadeem Baig, Omar Sharif and Javed Sheikh make a dignified appearance akin to what Amitabh Bachan would possibly make. Interestingly Javed Sheikh makes a similar appearance in the Bollywood edition as well in “Om Shanti Om.”

While one cannot make an overall connection of this buffet of stars to the film as a whole, the song works as an excellent strategy of identifying the key players in the show biz industry today. He also breaks down barriers between what was always understood to be a philistine film industry and an elitist and esoteric fashion coterie — a connection that one hopes will finally stylise Pakistan’s guache film industry that desperately needs a new lease of life.

“We wanted to revamp mainstream cinema,” said Nomi Ansari, a designer known for his use of vibrant colour, who has been roped in to do the costumes. The title song shows Reema sporting a few of his signature and iconic pieces from his fashion week collections: The flouncy circus inspired dress for one, which unfortunately sits rather uncomfortably on the starlet (Mathira in fact manages to pull it off well save for that contrived sexy pout that she wears). “We wanted to do something very filmy so we chose costumes based on colour and what would look good on screen in terms of the choreography and dance sequences,” added Ansari, justifying his choice of the wardrobe for Reema and the other female star cast ensemble in the video.

Although it is laudable that the fashion industry is making a foray into film, the styling, despite having pros like Nabila and Sabs onboard leaves much to be desired. Reema is unable to carry off dresses with the charm and grace that she usually manages to carry off eastern ensembles.

But it’s not just Reema that falls off the mark. Saadia Imam, who typically stars in dramas and soaps as the middle-class girl next door, tries to turn on the sex appeal that doesn’t resonate with her usual on screen persona and she seems thoroughly out of place as a saucy siren gone wrong. Tariq Amin tries to put on an Andre Leon Tally-esque look replete with a crown that may suggest his repressed desire to be crowned the ultimate stylist but ends up looking rather amateurish and foolish.  What works however is the endearing pairing of Rambo and Sahiba whose chemistry and styling is perfect for the happily ever after that all films preach.

On the whole, Reema managed to take a bold step that may encourage others in Lollywood to solicit the fashion industry’s support for future ventures and made a bold statement whereby we may not just yet write off commercial cinema in Pakistan. We can be as slick and glamorous as Bollywood and offer our own version of the Bollywood dream, in a refurbished Lollywood ‘ishtyle’. But to do that our choreography cannot look like a cheap version of Farah Khan’s moves and the titles of our movies have to stop looking like a Xerox version of Love Aj Kal. Reema’s taken a step in the right direction and opened the channel for communication between two industries, film and fashion.

Published in The Express Tribune, July 26th, 2011.

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Reader Comments (28)

  • Amir
    Jul 26, 2011 - 1:03AM

    The review is your personal opinion. I thought it was quite a remarkable job, one of the best song videos I have ever seen come out of Lollywood. Colorful, energetic, and beautiful.. great job guys!


  • Jul 26, 2011 - 2:52AM

    Besides all the copied stuff, glitches and blunders I still appreciate that Reema took this bold step. One really couldn’t think that this much celebs would be ever gathered under one roof. Lets hope it encourages many others to help reviving the Pakistani Films.


  • Jul 26, 2011 - 4:35AM

    Remember that “Singh is King” dance step? Pappu Samrat shamelessly copied that step into this song! What a shame!


  • Daar
    Jul 26, 2011 - 9:11AM

    Besides copying we should at least appreciate these guys for their wonderful work, lets wish them all the best for success coz this is our OWN movie.
    Lets wish RK Production a huge success in “LOVE MEIN GHUM”. Be pakistani watch pakistani.


  • abdul moiz
    Jul 26, 2011 - 9:21AM

    it was a nice song.nice to see our women finally come out of their shells.for far too long our girls have been made to feel ashamed of their gender and feel ashamed of their bodies.
    it’s encouraging to see our girls now stopping to feel ashamed of being women.
    nice effort reema,this country needs more brave women like you and less of the afia type.


  • sarmad khan
    Jul 26, 2011 - 9:23AM

    very heartening to see reema making movies and trying to make a difference in our society.she took on our misogynistic male dominated society and made movies which a lot of our men have not done of late.just goes to show that pakistani women can excel too as long as they are not shackled by religious dogma and restrictions.


  • faraz
    Jul 26, 2011 - 10:01AM

    great effort on RK end nonetheless


  • Javeria Mahmood
    Jul 26, 2011 - 11:08AM

    I am desperately waiting for its release and would must watch it on Cinema as soon as it will get released….. all the best to Reema…… at least it would be better than BOL


  • Punjabi
    Jul 26, 2011 - 11:14AM

    if some glitches put aside, this project is definitely goin to do some really good business out of sunk pak film industry. Locations & direction are pretty good dnt knw abt story..
    Hats off Rema… Its easier said thn done.! Keep up the good work!


  • Rejah Khawar
    Jul 26, 2011 - 11:56AM

    Well copied or not, it’s an effort after all. And first timers should at least hear it from us. It does get a bit difficult for people to accept such an upturn but we knew it was coming, didn’t we? So good luck, Reema. You’re pretty. :)


  • Rabia Khan B
    Jul 26, 2011 - 1:54PM

    It was a pathetic attempt .. Be original, or copy with grace, style, sans glitches. Or Don’t Bother.


  • Frank
    Jul 26, 2011 - 2:04PM

    Not impressed. We should leave this kind of rubbish to the Indians who have a natural talent for it.


  • amina
    Jul 26, 2011 - 3:20PM

    We shoudnt be criticisng just for the sake of criticising. Reema has done a great job…pls also do piece on the shameless copying of Pakistani stuff in Indian films…Even directors like Karan Johar copy Shazia Mazoors tune blatantly without giving any credit,… what are we talking abt;0


  • sana
    Jul 26, 2011 - 8:21PM

    All song of love mei ghum is awesome …. well done Reema …. apne Pakistani industry ko phir se uthaya …… Inshallah yeh film bohot business kare gi …. keep it up


  • Jul 26, 2011 - 8:48PM

    @Rabia Khan B: boooooooooooooo am sure you watching lots of Indian stuff but do not comment, stupid Star Plus type nonsense digest any indian stuff or you re indian? Recommend

  • Faisal
    Jul 26, 2011 - 11:05PM

    we should appreciate our artists that they are atleast doing something positive. we should recieve it positively. well done reema.


  • Bilal
    Jul 27, 2011 - 2:42AM

    Awesome work by Reema khan and Director…without any shadow of doubt this is the best title song ever, It has matched bollywood class in every aspect…Great work!!
    More movies like this and the public will start going to cinemas again.


  • faraz
    Jul 27, 2011 - 10:30AM

    and one says its copy about amir khan’s Gajini, Shahrukh copy acting of some english movie character in My name is khan..
    its a good effort at least appreciate it


  • Jul 27, 2011 - 4:57PM

    wow it’s great effort i appreciate it.


  • awaina
    Jul 27, 2011 - 9:41PM

    soo nice reema u r best


  • axfar
    Jul 27, 2011 - 9:51PM

    gr888 efforts by reema drama industry and fashion industryyy mixx brilliant song especially muhib mirz was there thatS a gud thing that reema knows the best actors but there should also a FAISAL QURESHI AND SHAN


  • Noman
    Jul 28, 2011 - 1:53AM

    Perhaps the intended audience is “Paindoos”. Please don’t release it in Karachi :p


  • maryam
    Jul 28, 2011 - 8:09AM

    hey whats with the paindoo stuff…im from a village and a proud paindoo:) as for the movie all i can say is atleast they’re trying


  • anam
    Jul 30, 2011 - 2:46PM

    well d0ne RK.gr8 eff0rt. I l0ve the title träck. Its aws0me


  • Sara Mohib
    Jul 30, 2011 - 10:24PM

    the song and video both are pathetic.. ‘at least they are trying’ is no good excuse for all the ‘charba’ in it…. the video has very poor camera shots and choreography. none of the performer has been able to carry the make up and dress they r draped in.Recommend

  • fiza butt
    Jul 30, 2011 - 11:49PM

    suuper disgusting song and video


  • Lahore
    Aug 1, 2011 - 12:36PM

    pathetic, they’re trying too hard…. a good movie doesn’t need such songs…. !


  • M. Saeed Awan
    Aug 21, 2011 - 2:08PM

    We don’t need to pay heed to Reema Khan’s claims since most of the songs or story might be copy of India. Even Shan told me that he quit the film when he found that Reema is not sincere to her work and paying attention to copy Indian style. But above all let’s wait the release and then fairly pass comments whether she justified quality or not?


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