LAHORE:
Dubai-based design label Amato Couture stood out for their elegance and style at the Pantene Bridal Couture Week (PBCW) 2012 held recently in Lahore. At the three day event, The Express Tribune caught up with the managing director of the brand — which means ‘Beloved’ — Rashid Ali, who talked about the flourishing business.
Late on Sunday afternoon, Ali walked into Nadia Coffee Shop at the Pearl Continental. He was dressed in a blue and white polka dot shirt with mustard tapered trousers — an interesting an unusual choice of clothing that instantly reflected his personal style.
At the PBCW, Amato displayed only fish-tail gowns which were embellished in Swarovski crystals. “It’s not the only thing we do,” Ali explained with a smile. “But we wanted to present a collection with Swarovski crystals.” By we, Ali was referring to his business partner, the Dubai-based Filipino designer Furne One, who has been working with Amato since 2002 but couldn’t attend the event.
Their runway collection for PBCW was Amato’s first time in. “Coming here and witnessing Pakistan for myself, I realised how different things are here from what we hear on TV,” Ali said.
“Fashion has really picked up here,” he said with surprise. “It seems that it is growing and changing rapidly every day.”
Comparing the UAE audience to the Pakistani audience, Ali says: “Back home, you only see couples in the audience, not the older lot enjoying the fashion scene.”
“However, here in Pakistan, everyone is part of fashion week!” he exclaimed, raising his eyebrows. “This is very encouraging for the industry itself. There is a variety of something exciting and new coming out every day.”
He reiterated that the impression that he had of Pakistani fashion has now transformed. “Eastern fashion usually brings forth rich colours and delicate embroideries, which is all too difficult to handle,” he added. “How they make it, is not an easy job. This all comes back to their cultural domain. I’m greatly impressed by the rich colours, the quality fabrics, and the art work of the embroideries.”
Amato’s international clientele includes celebrities like Katy Perry, Jennifer Lopez, Shakira and Amber Rose. Ali boasted about the label being accepted in the West and said: “Our designing house has received positive feedback from the European market.”
“Models like Heidi Klum have worn our outfits,” he adds. “Katy Perry wore our designed dress in the film Part of Me. It’s great being appreciated by the big names in the entertainment industry.”
“Our ambition remains entering Hollywood and of course dressing Angelina Jolie! Every designing house dreams of that.”
Discussing the Pakistani fashion industry, Ali says Amato Couture would be grateful to come to Pakistan again and showcase a new collection. “People just loved it! That was encouraging for us. Definitely a big yes from us — if we’re given the chance again, we would love to take it.”
Published in The Express Tribune, October 18th, 2012.
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