Mixing fashion with beauty

Nomi Ansari collaborates with cosmetics brand to introduce a triad of hair colour shades

KARACHI: It seems that the local fashion fraternity is abreast of the shades that are set to trend this sweltering summer. Acknowledging that a change of hair colour is one of the most refreshing ways you can revamp your look this season, L’Oréal Paris Excellence Crème has teamed up with couturier Nomi Ansari to introduce their Gemstone collection. The colour range, which is the first collaborative effort of the brand’s ‘Ambassador of Fashion’ platform, was showcased at a brunch at Café Verde on May 10.

The collaboration took place earlier this January, with Saba Ansari of Sabs Salon, model Amna Baber and photographer Nadir Feroz Khan among those who were on board with the project.  The television commercial for the campaign features Nomi creating a look on Amna with one of the latest shades.

The collection offers three shades that are inspired by the Andalusite gemstone, according to a press release. Created by mixing cool and warm pigments, the brand has created the shades, golden chestnut brown, golden light brown and chocolate brown, in collaboration with Nomi as part of its efforts to promote Pakistani fashion. “The brand showcases a colour palette with the vision of achieving the perfect hair colour. The collection is tilted towards browns,” Nomi tells The Express Tribune.



Shahzain Hafeez, junior product manager at L’Oréal Paris, claimed, “No other fashion brand or its associates have done this in a while.” On why Nomi was chosen for the collaboration, he said, “Why not him? He is the king of colours and he was the natural fit for this campaign.” According to the press release, Moazzam Ali Khan, general manager of the consumer products’ division at L’Oréal Pakistan, said, “As Nomi is renowned for his use of dynamic colours, he was a natural partner to collaborate with on the new Gemstone collection.”

Amna Babar, who is the face of the campaign, said, “When I did this shoot, I didn’t know it would be such a big success. It was my first shoot with them and I really enjoyed it. I loved the hair colours presented by them. The golden brown shade really suits me.”

The launch was attended by fashion heavyweights, celebrities and media personalities. It also showcased models sporting bespoke designs for the campaign. Speaking about the launch of the Ambassador of Fashion platform, Moazzam stated, “With our association with Nomi, we seek to further enhance the relationship between fashion and beauty.” Nomi added, “This platform is a remarkable way of blending fashion and beauty. We came up with three looks, which are sensual and elegant, to complement the collection.”

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

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