World Cup fever hits fashion industry

Designers Maheen Khan and HSY come up with World Cup collections to satiate the appetite of those who bleed green

KARACHI:

Pakistanis are at fever pitch as the national cricket team gears up to hit the country for six at the upcoming ICC Cricket World Cup. And what’s the experience of watching cricket without its devotees donning outfits and accessories to show their support for the team? To satiate the fashion appetite of those who bleed green, industry heavyweights have come up with lines inspired by the World Cup frenzy in Pakistan. Among those who hope to revive the hope for victory that was lost some two decades ago are designers Maheen Khan and Hassan Sheheryar Yasin (HSY). 

“I’m a patriot, so I’m a cricket fan by default,” Maheen told The Express Tribune, as she gets set to launch a collection of polyester-satin tops, and chiffon shrugs and scarves to keep up with the World Cup spirit. “My son and grandsons are avid fans and the excitement surrounding the World Cup is infectious,” she added. Her brand Gulabo, known for its truck art-inspired designs and apt for the young and vibrant, is soon to have the items on sale. Maheen terms this as a ‘first’ for her team at the Gulabo sore, saying the collection is in line with the zeal Pakistanis are known to possess for cricket. “The Pakistani heart beats fast when it comes to cricket.”



But, amid the inevitable pre-World Cup fervour lies dismay, which arises from just one win by Pakistan in 10 editions of the international tournament. It could be a challenge to reignite the 1992-World-Cup vigour this time. For Maheen, winning or losing the match doesn’t matter. “This is a time to celebrate being Pakistani and, let’s face it, how often do we get that moment?” she said. Her designs are driven by the need to express solidarity with the Pakistani cricket team. “The message [behind my collection] is ‘Go, Pakistan, Go!’ The young team needs support and we will give it,” she stated.



As HSY makes his way to the e-tail bandwagon, he has introduced a limited edition pret line named ‘Cricket World Cup Kurtas’ for both men and women, according to a press release. Designed to celebrate Pakistan’s participation at the tournament, the kurtas feature hues of green and white, with three designs for men and one for women. Of the collection, he said, “HSY wanted to celebrate the nation’s love for the sport and so, we launched our limited edition of kurtas.” He added, “My team and I wish Pakistan all the best and hope our team repeats our 1992 World Cup winning performance.”



HSY shared that the limited edition kurtas along with his other latest pret collection ‘HSY Brings the World to Pakistan’ boast signature HSY style with a host of design influences from the west and east. “I have travelled around the world and experienced beautiful, rich and diverse cultures. Through this collection, I want to share the world with my country.” The limited edition kurtas are available for a price range starting from Rs3,500 at HSY’s Gulberg Galleria store in Lahore and the brand’s online store (www.hsystudio.com).

Published in The Express Tribune, February 12^th, 2015.

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