Founded by Ayesha Farook Hashwani, AFH was launched in 2005. Since then, the label has been known to effectively strike a balance between urban elements and classic detailing. Talking about her FPW A/W 2014 turnout, the designer commented, “the response was excellent. Reviews were excellent, from Twitter, to other social media responses, it was great. I hadn’t been showing for a year and I felt elated hearing their thoughts on my collection. It’s always overwhelming because I wasn’t expecting such a fabulous response at all.”
According to Hashwani, a lapse of a year in between showcasing her collection on the ramp, was due to major expansion issues. From launching her E-store in October 2013, to having an actual space in Dolmen, Clifton by January 2014, its been a highly hectic routine for the designer.
Her store, located in Dolmen, Clifton, offers a prêt collection for consumers looking for trendier patterns. “It’s a casual line; we have embroidered tunics and have designed keeping cuts and shapes in mind. People will like to wear it, either for a posh dinner or as day wear.”
Though her joras are trendier and not traditional, she doesn’t do too many bridal ensembles. She stresses mostly on heavy embroidery and cuts, “[I am] Not heavily into bridals, but I must tell you people are going for trendier looks. Even the slightly older crowd is not traditional any longer. [However], people feel the need to accessorise. It has changed a lot over the years. I too plan to get into bridals next year. My cut remains my primary focus, rather than a bhara huwa jora!”
Her ensembles are less conventional, stressing more on heavy embroidery and well-fitted silhouettes. PHOTOS: ARIF SOOMRO/EXPRESS
As of joras and requirements of the ever so demanding mother-in-laws, the designer believes that the times have changed and so has the wedding concept. “More than the brides, the mother-in-laws come to us for trousseau for their young girls and also bring forward their young daughter-in-laws to-be, often being quite accommodating allowing them a budget under which they may choose from. Basically, I do trendier stuff for a bride’s trousseau, something she can wear to her mehndi or late night dinner parties after her wedding.”
Her ensembles are less conventional, stressing more on heavy embroidery and well-fitted silhouettes. PHOTOS: ARIF SOOMRO/EXPRESS
But it doesn’t stop there; there is more to come from Hashwani. She is stepping up in her assortment of collections by collaborating with So Kamal, and releasing her lawn designs in 2015, “It’s going to be a very different collection. As I myself am a lawn consumer, I have made the list myself, about what I have seen often and what I haven’t, resulting in an introduction of a formal colour palette. But my constant worry would still remain cutting a lawn jora accordingly and style it immaculately.”
She asserts that her lawn collection will have a more personal feel to it. Let’s see how the impact turns out. For now she is very excited to work with So Kamal. “They’ve given me a free hand to work with and it was a pleasure to work with them.”
Published in The Express Tribune, December 17th, 2014.
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