2010 Pakistani Fashion in Retrospect

Fashion shows, fashion weeks and more fashion weeks – that was the state of Pakistan’s fashion scene in 2010. There were so many fashion weeks this year that designers are eager for a break and many hope that 2011 is going to be more calm and peaceful. The prevailing economic downturn and security-related issues could not keep the country’s fashion fraternity from action as they opted to swim rather than sink in what are visibly hard times for Pakistan. We asked Pakistan’s top eight fashion designers the following questions to sum up fashion as seen in 2010.

1. How would you describe 2010 from a fashion point of view?
2. What new trends/styles did we witness in the year that was?
3. What do you expect to see in 2011 in regards to fashion trends?
4. What were the high points of fashion in 2010 – who were the designers who made a mark?
5. What are your plans for 2011?

Amir Adnan
1. 2010 was a very good year. The surge of fashion weeks in the year provided great opportunities for upcoming talent to show off their work to the industry and the general public.

2. There was a lot of prêt casual as opposed to bridal wear in 2010. Ready to wear was all the rage and I think the trend will continue in the next year.

3. I foresee a lot more prêt and I believe that prices for designer clothes will go down by quite a fair amount in the coming year.

4. I think there were many designers who made a mark in 2010 especially in retail. Zaheer Abbas was one of the highlights and so was Ali Xeeshan.

5. I don’t have any plans as of yet but I believe that in 2011 we will have more fashion weeks and with that there will be a lot of fresh blood in the industry. Fresh ideas will further the industry and we will all capitalize on it. I also think that in the coming year, fashion will become more and more commercialized.

Deepak Perwani
1. 2010 was a great year. We had tons of fashion weeks which created positive headlines.

2. I found the lawn trend really interesting as it focused on prints rather than cut and style. Everybody is wearing the same cuts nowadays.

3. I hope that the long shirts are no more in fashion in 2011. I think there are a lot of things to look forward to in the year to come as fashion is creating new avenues as new brands are coming into pret.

4. I think Deepak Perwani made a huge mark this year. We won a style award and even displayed in Milan! I think Feeha Jamshed was one of my personal favourites this year.

5. I just want to sleep, that’s all.

Feeha Jamshed
1. 2010 was a creative year. We have found more new talent in this one year than we have in the last five years, especially at the PFDC Fashion Week. There were great talents like Akif and Mohsin Ali who came to the forefront this year.

2. Trends are still the same. There were a lot of long shirts last year and I think many designers aimed for a more structured look rather than focusing on volume. There were ensembles which had everything from headgear to the dress to the shoes. I really got sick of jump suits.

3. I hope to see more emphasis on body cut and many designers are focusing on just that for their 2011 collections. Long shirts are going out.
4. For me it was Akif and Mohsin Ali. Others who made a mark were Omer Saeed, Body Focus and Rizwanullah.

5. I am going to do a character wardrobe for a movie. I don’t really plan my year in advance, things usually just happen. I am planning a moving fashion shoot, rather than the usual still shoot. Let’s see.

Sonya Battla
1. 2010 was an okay year for fashion. I don’t think there were any major changes in style.

2. The year saw the return of short lengths.

3. I expect to see a lot more mixed lengths, the short and the long. Both will be in vogue in 2011.

4. I think the new, young designers like Ali Xeeshan and Fahad Hussayn really nailed it.

5. There are a few things I have been planning. Let the New Year begin and you will see.

Nomi Ansari
1. It was a very progressive year. We had back to back fashion weeks and a lot of multi label and international stores opened up. All in all it was a very happening year.

2. There was a focus on flair but with contoured silhouettes. There was lots of mix and matching of texture. We also saw a very organic color palette.

3. I hope to see less fashion weeks, maybe one or two.

4. I think the designers who made a mark in 2010 were Sana Safinaz, Shumayl, Gulabo and HSY.

5. 2011 is going to be a busy year. We will be launching our lawn and prêt collections. You will also see a new range with a variety of fabrics which is eclectic and affordable at the same time. We are also introducing a whole new bridal line, along with a new flagship store in Karachi.

Sarah Salman
1. The fashion scene was quite exciting this year. The back to back fashion weeks provided a great platform for new designers.

2. I thought the clothes this year were too flaring. We saw a lot of long, loose and pleated stuff; very flowy.

3. I think after the rat race that was 2010, the new year will be quite calm and slow. I expect to see a lot of figure hugging silhouettes.

4. I actually never thought about it. I think everyone was good.

5. I am looking forward to launching my Spring/Summer collection. I am also planning a trip to Dubai!

Sahar Atif
1. 2010 saw fashion in Pakistan jump out from its domestic boundaries and leap into international frontiers. The tipping point for the rapidly growing fashion industry was the fashion weeks which took place in this year, luring a lot of international media and buyers.

2. The shalwar saw its final fall in last year and the most conservative clients were now more open to adopting trousers. Shirts became extremely long and voluminous to the extent of becoming not flattering to the body any more. Again a trend which is on its way out.

3. The emerging trend of tights gave way to churidars this year and will go on and make a huge come back in the upcoming year.

4. The fashion weeks were the highpoint of the industry this year. The House of Kamiar Rokni along with emerging talents like Ali Xeeshan, Mohsin Ali and Aqif Mehmood (all 3 were my students at PIFD) have secured themselves in the industry. It’s commendable how the PFDC identified and brought the three amateurs to the forefront.

5. More of the same, more fashion weeks, more teaching and hopefully more interviews with MAG (giggles)!

Kamiar Rokni
1. The year 2010 will go down in history as it was the year that the Pakistan Fashion Design Council (PFDC) organized the first fashion week in Lahore and then followed it up six months later with another in Karachi. This event has already begun to change the way designers work and do business for the better. The fashion week has also brought in positive media attention as well as feedback and interest from international buyers. It has given young designers’ new opportunities and working designers a strong focus. From a personal point of view, it was a great year for The House of Kamiar Rokni with the launch of our new diffusion line at Fashion Pakistan Week 2.The concept of this line is smart, affordable, every day clothes, another concept that has really taken off in 2010.

2. I would call 2010 the year when everyone around the country finally caught on to the trend of ultra long flowing shirts, a trend that had been prevalent in Karachi for over two years. Another major trend was the use of multiple prints in panels in one outfit, crochet and lace, jewel like embellishment, block print, gotta, lappa and now we are beginning to see shorter shirts on the runway.

3. I expect to see more tights and churidars in knit fabrics which we have been doing very successfully. I also expect to see more ajrak and block print. Another trend that shall emerge and will definitely be embraced by the young is the shorter shirt. I also expect to see more brands doing cheaper affordable diffusion lines.

4. Once again for me the high points for fashion were the PFDC Fashion Week and the emergence of new and vibrant talent in the industry such as Fahad Hussayn, Feeha Jamshed, Rizwanullah, Ali Xeeshan, Akif Mehmood, Mohsin Ali and many more. On a personal front, our debut collection was deemed the best prêt collection of Fashion Pakistan Week and our Folkston collection for the PFDC Fashion Week were called the best collection of fashion week by nearly all the publications, the foreign press and buyers. The year has ended on a definite high for Tia and me.


2 thoughts on “2010 Pakistani Fashion in Retrospect”

  1. Sonya batla works with franchise like Sanaullah and others to showcase her work or through Exhibitions in various cities. You can check myoffstreet.com on and off for her collection sale online.

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