People had already begun talking as word got out that singer Abrarul Haq would be launching his own pret line for women before Eid. The hype and mystery surrounding Haq’s foray in fashion, ended with the eventual launch of the collection on August 25 in Lahore.
In a grand party in Gulberg, Haq’s new fashion house and his first line of pret clothing called Preeto was displayed for all those women who were waiting for the collection anxiously. The female nickname Preeto was made famous by Haq himself as he incorporated this Punjabi term of endearment in many of his songs. Several leading personalities including the Governor of Punjab Latif Khosa along with many other politicians and celebrities showed up at the launch.
Over the last couple of years, the singer-cum-philanthropist has slowly transformed himself into a social crusader, with many of his mainstream charity projects being compared to those organised by Imran Khan. Dressed in a dark dress shirt and pants, Haq told the media jokingly that, “I have never been known for having much of a fashion sense, but you will see that the team of designers we have put together will make up for that.”
Haq stated that one of the goals of launching this line was to offer affordable designer clothing and side by side generate funds for his philathropic initiatives. “The goal was to give an opportunity to those who could never buy these clothes,” Haq said while comparing the discounted prices of the shop to other high-end brands.
The line is expected to contribute significantly to the singer’s charitable endeavours. Haq explained that it was important for him to invest in Pakistan, and a clothing line seemed to be the best option as the fashion industry remains a dominant player in the Pakistani market. “Instead of investing in India or any other country, we have to start investing in our own country because it generates jobs and helps the economy,” stated the singer.
The collection itself is an assortment of formal and casual women’s wear in all colours. Despite having several fashion designers from the leading fashion schools such as Pakistan Institute of Fashion Design (PIFD), the collection seems devoid of bold detailing. Model Sophiya commented, “They have not really experimented, they kept to the same formula.”
Haq specified that the collection played with lighter hues as well as basic colours, such blacks and reds. Some of the designs include high collars with chequered neckline, while the more formal dresses include earthy tones with heavy embroidery and jewel work. According to model Uzma Pervaiz the best thing is the price of these dresses which ranges from Rs4,100 to Rs15,000.
Also in attendance was actor-cum-director Reema Khan. Khan, who was also the chief guest at the event, told the media, “It is a great thing that Abrar has entered the field of fashion and I wish him the best of luck.”
Published in The Express Tribune, August 27th, 2011.