PFDC Sunsilk Fashion Week finale show was by staged by Hassan Sheheryar Yasin (HSY) with his menswear and womenswear collection entitled "Voyage National" inspired by the beautiful face of Pakistan.The showcase featured DJ Shahrukh with percussionist Sikander Mufti live on the ramp while models sashayed down accompanied by a video saluting Pakistan. Showcasing for the third time at the prestigious week and true to the label’s philosophy of timeless elegance, the collection celebrated the creativity and exceptional artistry embedded in our traditional crafts.
“Voyage National” was an aesthetic journey through the regions of Pakistan. Fabric from the World of HSY prints, the brands first premium prints line teamed with age-old embroidery techniques passed from one generation to the next were complimented with handbags designed exclusively for HSY by Krizmah from Chitral. The collection was a seamless synthesis between tradition and experimentation with bold cuts and contemporary silhouettes. In HSY’s first ever collaboration with the SAARC Business Association for Home-based Workers, better known as SABAH, the house took an initiative to promote economic and social empowerment of artisan women workers across Pakistan where each embroidered piece is indigenous to areas such as Manshera, Balakot, Haripur, Quetta, Tharparkar and Sukkhur. Describing his collectionHassan Sheheryar Yasin (HSY) said “Each embroidered piece hailing from areas such as Manshera, Balakot, Haripur, Quetta, Tharparkar and Sukkhur tells a story, each embellishment has a history and each ensemble echoes the proud heritage of its creators. Bringing back pride to the term “Made in Pakistan”.
Established in the year 2000, HSY is best known for combining contemporary silhouettes with the traditional techniques of old. The brand’s inspiration is distinctly Pakistani and Middle Eastern peppered with Western influences. Easily recognized as one of the biggest names in fashion in the region, Hassan Sheheryar Yasin is the fashion force behind the label and has been referred to as the ‘New King of Couture’ by Harper’s Bazaar magazine. Hassan himself holds an honours degree in Couture from the Pakistan School of Fashion Design, an affiliate of La Chambre Syndicale De La Couture Parisienne, France. Currently serving as a member of the board of directors of the Pakistan Institute of Fashion and Design, Hassan is also one of the founding members of the PFDC and the recipient of multiple ‘Designer of the Year’ awards, including the Ahlan Fashion and Lifestyle awards in 2009, the Lux Style Award in 2005 and in 2007, the Most Stylish Fashion Icon at the MTV Style Awards in 2008 and Style Guru of the Year by Indus Style Awards in 2007. One of the I.Q Magazine’s Top 20 Fashion Icons of the World in 2009 and amongst Ahlan’s Hot 100 people of 2009 and 2010, Hassan has been actively involved in the world of fashion for over 15 years.
