Leisure Club offers a blend of culture, heritage and trendy cuts in its latest, internationally-acclaimed collection. PHOTO: SHAFIQ MALIK/EXPRESS
Ghalib’s sonnets, Iqbal’s poetry, tongue-tickling spices and an overdose of emotions — be it an India-Pakistan cricket match or the streets on August 14 — these are elements of Pakistani’s identity. Based on these aspects, Leisure Club’s latest collection Made of Pakistan, which was also showcased at the Amsterdam Fashion Week last month, is causing quite a stir in the fashion scene.
Leisure Club’s latest capsule collection takes inspiration from everything Pakistani and blends it together into trendy high-street outfits. With kaleidoscopic truck art patterns and calligraphic graffiti on blazers and trousers, Leisure Club is truly creating some cutting-edge designs that have morphed traditional aesthetics into contemporary style.
Omar Zaman, brand manager at Leisure Club, highlights the different forms of art used in creating the entire collection. “We have used a letter that was written to Ghalib by a friend of his, as a calligraphic pattern on the fabric. Also, we have incorporated the philosophy of Iqbal’s Jahan-e-Rang-o-Bu, to create a dichotomy of colours and textures,” says Zaman.
Despite doing his part in the form of high fashion, Zaman feels that the country is still struggling with deep-rooted issues, which will only be solved when the nation stands united. Taking cue, Leisure Club’s agenda is to address national unity through their collection.
The dissected stars embroidered on shift dresses that encapsulate an abstract map of Pakistan and shirts with their signature thumb prints filled with truck art, their Made of Pakistan line speaks volumes about national identity.
“Made of Pakistan is now a movement that unites us all to preserve our heritage and make Pakistan the best country to live in,” Zaman says with pride. “It’s about creating a sense of community. We wanted to dream a dream that could not be achieved alone and needed the collaboration of our nation.”
Earlier, in an effort to give the country a cosmetic facelift on the outside and a social uplift internally, Leisure Club’s Vote Campaign gained great momentum with the Election Commission of Pakistan, which announced it as the official campaign.
World Retail Congress has also nominated the Vote Campaign for the Best CSR Campaign in the world. “World Retail Congress is like the Oscars of retail and our new brand philosophy is now driven by a philosophy that is bigger than the brand itself,” claims Zaman.
The Made of Pakistan collection consists of 12 looks broken down into 20 individual pieces blending traditional culture and heritage with Western-influenced cuts — truly an East meets West collection. The collection will be available at their retail outlets by the beginning of September with a price range between Rs2,000 and Rs7,000.
Published in The Express Tribune, August 14th, 2013.
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