Rastah – the first Pakistani brand to showcase at London Fashion Week

 

For the first time in the Pakistani fashion's history, Rastah, a homegrown streetwear brand known for championing South Asian culture with its pieces, which are just downright cool, is set to showcase at the London Fashion Week (LFW) in the coming week.

The schedule for LFW boasts a slot for Rastah SS23 Collection Showcase, Evening Event, Menswear & Womenswear on February 17. The nascent brand is maturing really quick and apparently outperforming labels that have been in the fashion business for decades now. With its forward approach, cause-based designs and funk, the brand is not only redefining streetwear in Pakistan but reshaping local fashion for the ages.

Going down in history as the first Pakistani brand to make its way to LFW speaks volumes about its grip on the global fashion scene and pursuit to revolutionise fashion at home. Taking from its vision, Rastah focuses on credibility and quality control. Sharing the news on its social media, the brand managers announced, “London we’re coming for you with an amazing pop-up experience in the heart of soho during London Fashion Week.”

Rastah’s Volume IX, set to be showcased at the event, features an array of colours and textures, patterns and cuts against unique silhouettes. The collection will be showcased in an exclusive exhibit before opening for public viewing till 21st.

As per its Instagram, Volume IX is a “deeply personal story, inspired by concepts of conflict, desire and the human condition. It explores what it means to suffer in a largely material world.” Images of the boho, innovation Volume IX are up on Instagram and the brand’s website. The collection sees oversized jackets, patterned trousers, pants, embroideries and unconventional pairings.

Earlier, Academy Award winning actor Riz Ahmed opted for Rastah. The brand was also utilized in Disney Hotstar’s Ms. Marvel series. The likes of Karan Johar and Anil Kapoor have also been spotted wearing its pieces on an occasion or two.

Rastah was founded in 2018 by cousins Zain, Ismail, and Adnan Ahmad, who are based out of Lahore, Pakistan. Zain, the creative director of the label, grew up in London, Toronto, and Vancouver as well, but is consistently inspired by the city, as per the owner’s earlier discussion with Vogue.

LFW takes place in London twice a year, in February and September which showcases over 250 designers to a global audience of influential media and retailers.

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