Quiet and unpretentious, Hina Butt is a woman on a mission. A designer, a hands-on mother and a member of the Punjab Assembly, she seems to be within an ace of establishing herself as someone who will stop at nothing to prove her mettle.
Having been born with a silver spoon, she pursued her education at Lums, but it took her personal sense of style and passion for exclusivity to create her fashion label Teena by Hina Butt. Despite having gotten flak in the initial stages of her career, she stays focused on gaining ground in fashion as she gears up to launch her Eid collection.
A mélange of interesting cuts, classic styles and soft fabrics, Hina’s collections showcase her design philosophy of offering a well-rounded range to the “strong, independent and undeterred women.” As Hina said, “The collection focuses on the modern Pakistani woman, who is free-spirited, fashion-forward and makes the right choice when dressing up for any occasion.” Creating clothes and working with colours and fabrics are the driving force for Hina. “I really enjoy dressing up women and seeing a smile on their faces as they try on the outfits,” she shared.
The statement pieces part of her upcoming collection are a heady mix of preppy and formal ensembles featuring 3D embellishments. The graphic splash of floral and geometric motifs will be a sure-fire winner. “It’s time to shrug off those regular designs that swamp the market but fail to impress,” she added. From Kimono cuts to cape dresses to short tops, each creation exudes a unique appeal while keeping to the theme of romanticism. The secret lies in the glitzy dose of work done on the sleeves and neckline for added oomph.
Capturing the soft, waif-like romanticism in her outfits marked for this season, she makes each outfit stand on its own with intricate detailing and designing that would accentuate a woman’s femininity and complement her figure. On how she devises her designs, she stated, “For me, the ideas originate from reality, self-expression and exploration. Whoever packs the most punch will go the farthest.”
Teena by Hina Butt aims at juxtaposing our rich cultural heritage and modernity through her designs. The original detailing remains the sole staple of her signature line-up. Her strength lies in readymade options, which are available at multi-brand stores, such as Labels, L’atelier and Fashion Central, across the country. Since the past few years, her customised label offers bespoke couture services with memorable collections every season. Striking high-end fashion with a touch of practicality is her forte.
Hina’s label was initially criticised and not taken seriously. “It has been a roller-coaster ride for me and I’ve learnt a lot about myself as a person,” she said. After enduring biting reviews that touted her as a commercial designer who could only churn out over-the-top clothes, she finally learnt the ropes of oft-challenging fashion industry. “Surviving criticism made me learn a few tricks of the trade, which include retaining my individuality and being patient. I began to understand the complexity of being a designer and a political figure.”
Quashing criticism, Hina rose to the occasion as she began showcasing her collections at both bridal and prêt fashion weeks with the most recent being this year’s PFDC Sunsilk Fashion Week. She was determined to show her detractors that being a political figure and having no connections in the fashion industry doesn’t make her less serious about her work. “It’s all about keeping a balance. I feel like I’m involved in a creative process every day, learning about my existence and relevance.”
Hina shared that she recently inducted prospective designers from Pakistan Fashion Design School into her team and that they have collectively worked towards creating collections. “People assume that the designing aspect is being done without my input, but that’s not the case,” she explained. “None of the designs go into production without my approval. It’s always a team effort. We’ve worked tirelessly on our cuts, colour palette and tailoring.”
Whether you’ve seen Hina’s collection on the ramp or on the racks, label’s signature and affordable price are particularly striking. While a flagship store is still not in the pipeline for her, the brand wants to continue making its presence known at various multi-brand outlets and their studio in Lahore.
The writer heads the wardrobe and styling department at Express News.
Published in The Express Tribune, August 30th, 2015.