Weekend 15 april 2018

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CONTENTS 15/04/2018

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Fashi

on Di aries: Nadia Kha n

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: Hot Date Zantiana

Chairperson/Publishing Editor: Rameeza Majid Nizami Editor The Nation: Salim Bokhari Editor-at-Large: Amal Khan Managing Editor: Maryam Mahmood Creative Editor: Nur Zehra Qadri Sub Editor: Rana Faizan Hussain Digital Editor: Minahil Batool Sherazi Contributing Editor (Karachi): Farah Vayani Features Editor: Tajwar Chaudhry Editorial Assitant: Mahnoor Masood Creative Head: Faiz-ur-Rehman Creative Team: Talat Mahfooz, Faisal Fazal, Zeeshan Arif, Shoaib Qadir Photographer: M. Basharat Irshad GM Marketing: Bilal Mahmood For Advertising: Kherzan Zaidi - 0321 8976730, Ata-ur-Rehman - 0332 2427473, Khalid Sheikh - 0345 5130728

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weekend | around town

Can you Hear the Music?

EpoqueXSuffuse hosted a preview for their debut lawn collection at the Nishat Hotel, Lahore. The PR was done by Shireen Rehman.

Mehreen Siddiqui with her family

Samah Mudassar & Nazish Sameer

Myda Raza & Aneesa Sharif

april 15, 2018 | 06

Amina Saqib & Anny Shoaeb

Amna Monoo, Sana Yasir, Mehek Elahi & Haddiya Aazer

Daneese Ali

Aymen Hikmat

Foha Raza

Rubia Moghees

weekend | around town

Maleeha Salman

Mehreen Amin, Anum Soofi & Zainab Soofi

Shireen Rehman & Maleeha Akram

Nimra Khokar & Mariam Altaf

april 15, 2018 | 07

Sehr Khosa, Zainab Abbass, Ushna & Wardah

Neha Maneka

Zahra Malik

Ilaham Rokhri

Sabahat Ali

weekend | around town

Ayten

Sassy!

The Sassy Store, an online western clothing brand, was launched in Lahore.

Zara , Zainab & Nida

april 15, 2018 | 10

Natasha & Ayesha

Sasha & Sophiya

Hamna Khalid & Abu Turab

Sophiya Saleem Khan

Nur Zehra

Tajwar Chaudhry

Saira Rizwan

weekend | around town

Shahmer & Sereena

Malika

Zainab Malik

Mehek Saeed

Mehek Raza

april 15, 2018 | 11

Mahnoor

Zoya Nasar & Immad Aslam Raja

Momina

Yasmin

Maryam Raja

Arjumand Bano

weekend | around town

Shireen Rehman & Alina Shahid

Summer Soiree!

Shiza Hassan hosted a spring lunch to celebrate the debut launch of her lawn collection. The PR was done by Shireen Rehman.

Hassan Ahmed & Shiza Hassan

Numra Waqas & Meenal Qadir

Mariam Altaf & Nimrah Khokhar

april 15, 2018 | 12

Amina Saqib & Daneese Ali

Myda Malik & Hadiyya Aazer

Kherzan Zaidi

Amber Liaqat

Aamna Taseer

Nur Zehra

weekend | around town

Asma Chisty & Shiza Hassan

Nurzia Chaudhry

Zain Qureshi & Amna Zain

Mahrukh Manan, Salama Shayan & Fatima Zulfiqar

april 15, 2018 | 14

Neha Maneka

Tamina Kamal & Amina Saqib

Hifsa Khan

Maria B.

Saira Rizwan

Rubia Moghees

weekend | around town

Myda Malik

#Daltas

Lulusar celebrated their first anniversary with the launch of their new collection “Daltas� at their first concept store in DHA Lahore. The PR was handled by MINT.

Asfand & Muneeba

Zahra Gilai & Jibraan Saeed

Tajwar Chaudhry & Amina Naeem

april 15, 2018 | 16

Madiha & Dinal

Ambreen Shah & Fawad Shah

Arjumand Bano

Maida Azmat

Risham Azhar

Mahnoor Masood

weekend | around town

Anam Azar & Zeeba Irshad

Asim & Saadia

Farah Sultan, Samra Muslim & Uzma

Mariam Tanveer

Shehreen Afzal & Zoya Nasir

april 15, 2018 | 17

Fatima Shaheen

Mah e Jabeen

Ramina Maripova

Zainab Abbas

Sara Zahid

weekend | around town

Bejeweled!

Solitaire of UAE exhibited their fabulous collection in Islamabad.

The PR was done by Rezz PR.

Rezz Aly Shah & Samina Lakhany

Shahida & Amna

Rabia & Kayad Al Hadad

april 15, 2018 | 18

Mansoor & Salma

Mr Saeed Chaudhry, Mrs Ayesha Saeed with Mr & Mrs Naeem Bukhari

Hira & Hemayal

Nadia

Raheela & Guria

weekend | around town

Abbass, Zainab & Noor

Ayesha, Mani Saleem & Rabee

Sobia Nazir & Hamood Sheikh

april 15, 2018 | 20

Amna & Javeria

Alma & Tamana Bukhari

Mahi, Fakir & Maha Kanwal

Tahir & Ayesha

weekend | around town

Aamir & Sarah

Neeli & Nida

Baleena & Maryam

april 15, 2018 | 22

Sarah & Naheeda

Naveen, Sehr, Sobia & Tania

Sundus, Ayesha & Khualla

Shiza & Saima

weekend | around town

Harris Masood & Nashmia Farhan

Another Milestone!

Hopscotch celebrated its 4th birthday at Packages Mall in Lahore. The PR was done by ARPR.

Aden Rehan

Azaan & Sadaf Ifzaal

Rubia Moghees with kids

april 15, 2018 | 24

Amna Niazi with kids

Nazish Sameer with kids

Amna Monnoo

Alina Shahid

Zahra Rafi

Sara Sohail

weekend | around town

Anaya with mother

Amna Zahid

Fatima

Maryam Salman

april 15, 2018 | 26

Zohra Latif

Nandana with daughters

Amina Zahoor

Faiza Sheikh

Xille Huma

Mahnoor Ahmed

Maha

weekend | around town

Dr Farzeen Malik

Best Foot Forward

Sanam Zahid of Paizaar launched her collection of hand-made shoes at Cosa Nostra in Lahore. The PR was done by Aamir Mazhar.

Rida, Ramla & Ramsha

Samia & Maryam Khokhar

Sanam of Paizaar with Zarmina of Sable Vogue

april 15, 2018 | 28

Shehryar Mazhar & Fatima Habib

Amna & Amber Liaqat

Mahnoor Masood

Zainab Malik

Kherzan Zaidi

Amna Adeel Monnoo

weekend | around town

Zara & Yasmin

Zakir Khan & Zarak

Sabeen, Khadija & Huda

Neha & Nazia

Ilham & Jehan

april 15, 2018 | 29

Anny Shoaeb

Wajiha

Hifsa Khan

Alishae

Rabia Khan

weekend | around town

PIFF 2018!

The first Pakistan International Film Festival was held at Frere Hall inKarachi. The PR was done Lotus

Momina Duraid, Sultana Siddiqui, Marriyum Aurangzeb & Duraid Qureshi

Imran Abbas & HSY

Azfer Rehman & Momal Sheikh

april 15, 2018 | 30

Zeenat Lakhani & Saket Chowdhry

Ali Rehman & Hareem Farooq

Ali Zafar

Ayesha Omar

Mahira Khan

Vinay Pathak

weekend | around town

Khushbakht Shujaat & Shujaat Ali Baig

Nabila

Qaiser Nizamani & Fazeela Qaiser

Adnan Malik, Sanam Saeed & Vinay Pathak

april 15, 2018 | 32

Alyy Khan

Mr & Mrs Jameel Baig

Hadiqa Kiyani

Asim Raza

Aijaz Aslam

Behroze Sabzwari

weekend | around town

Breakout into Summer!

Breakout Spring/Summer collection 2018 was previewed at Packages Mall, Lahore.

The PR was done Latitude.

Annam, Reza, Sultanat & Ahmer

Sabahat Khan

Anie Chaudhry

Nisar Ali

april 15, 2018 | 34

Rubia Moghees

Huda Khawaja

Hira Asim

Saneela Jawad

Rizwan Arshad

Nudrat Mustafa

weekend | around town

Time to Party!

Aamina Sheikh, Adnan Malik & Sanam Saeed

Salman Ahmed

Amna Kardar, Sara Mohammad, Mulgular & Tooba Siddiqui

Sehar, Frieha Altaf, Farhan Saeed & Urwa

april 15, 2018 | 36

Adeel Hussain & Frieha Altaf

Frieha Altaf hosted a party at her house for cricket returning to Pakistan. The PR was done by Catalyst.

Meera & Nomi Ansari

Hamza & Anum Fakhr e Alam

Daren Ganga

Iram & Amir

Hareem Farooqui

weekend | around town

Amna Javeri & Sarah Ali

Saher H Paracha

Haseeb Peerzada

Saba Ansari

april 15, 2018 | 37

Asad ul Haq

Deepak Perwani, Aamna Isani, Sara Mohammad, Saqib Malik, Frieha Alaf & Fareshteh Aslam

Syed Zulfiqar, Hira Hussain, Aamina Sheikh, Adnan Malik, Sanam Saeed, Asim Abbas & Adeel Hussain

weekend | around town

Anniversary Celebration!

Saadia and Asad Alam celebrated their wedding anniversary with close friends and family members at Fuschia Kitchen in Lahore. The PR was done Mint.

Saadia, Asad, Farid & Naureen

Maryam & Omar

Shahbaz & Isma

april 15, 2018 | 38

Amna & Shehriyaar

Saleema & Shahbaz

Amina & Junaid

Farooq & Sana

Amina & Shaan

One Shoulder design created with fringe lace and paired with applique work trousers and a silk dupatta makes a trendy summer statement.

The beautiful leading lady of Alif Allah Aur Insaan, Kubra Khan looks exquisite in the latest Mahiymaan SS’18 by ALZOHAIB.

The Glamour Girls

Intricate embroidery, applique work, tassels and a quality chiffon dupatta brings out the best in Luxury Lawn. The lovely leading actress of Mere Bewafa, Sarah Khan looks stunning in Mahiymaan SS’18 by ALZOHAIB.

Cold shoulder with bell sleeves and applique patterns looks on trend and chic as semi-formal or formal wear. Drama serial Tau Dil Kya Hua actress Noor Zafar Khan looks uber-chic in Mahiymaan SS’18 by ALZOHAIB.

The combination of beige, pink and pearls makes a fine blend for casual or semi-formal wear. Aik Thi Rania star, Sumbul Iqbal makes a statement in the latest Mahiymaan SS’18 by ALZOHAIB.

A refreshing hue of pink, tassels and an embroidered cotton net dubatta makes an elegant semi formal ensemble. The very charming, Tishnagi Dil Ki actress Anum Fayyaz looks beautiful in Mahiymaan SS’18 by ALZOHAIB.

Styling & Coordination Tehmina Khaled@takell PR Outfits: Mahiymaan by Alzohaib Textiles Designer: Wardha Saleem Hair & makeup: Akif Ilyas Jewellery: Nadia Chottani Photography: Akif Illyas

weekend | fashion

Hassan Khan nd

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April

Fahad Hussayn th

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Hey, there Make up fanatics! Are you all set for a day make-up class

by Amina Raja on the 18th of April. Don’t miss an opportunity to get trained by one of the most amazing make up artists in town!

yasser vayani

21st

April

April

Saleeha Shah th

20

April

april 15, 2018 | 48

LUMS Dramaline presents its first-ever original Annual Play, “Haasil-E-Kun.” The event is open to Luminites and non-Luminites. when: 27th - 28th April where: alhamra Arts council hall-1

Get all the thrills, chills and laughter with acrobats, unicyclists, jugglers, clowns, tall walkers, the daredevil daggers & balancing acts. Get ready to shop, eat and have a ball of a time at The Circus, from 17th to 23rd April 2018, only at Emporium Mall.

Pakistan International Airlines (PIA) has once again decided to re-design its logo, symbolising the country’s national animal ‘Markhor’.

Pakistan is to inaugurate the country’s first ever institute for educational and vocational training for the transgender community. As per a news report the formal opening ceremony will be held at Alhamra Hall in Gaddafi Stadium Lahore on 15th April (TODAY) The Gender Guardian school will also offer technical courses including graphic designing, computer and mobile repairing, cosmotology, fashion designing and hairstyling courses among others.

weekend | fashion

kes—you just d at Scovell’s jo he ug la ly in rta ce You’ve almost til now... nny insider didn’t know it un and scathingly fu ed icy ju a is rts Pa is a fast-pac Just the Funny re gets made! It d who fought her ltu cu p po w ho look at w Englan rdy girl from Ne minated account of a ne petitive, male-do sights om -c ly gh hi e th in of le p to ab e lu th va way to livers in ld. The book de a difficult entertainment fie ocess and tricks for navigating pr survival e rt tiv pa ea d cr an e into th part how-to, r, oi em m rt funnier t pa s bu Unbroken, workplace. It’ puts it, “It’s like l el ov Sc as , Or story. less torture.” and with slightly

Saleha Kashif will be exhibiting her latest collection soon! Make sure to drop by to get hold of the exquisite pieces!

When: 20TH April at 12:00–19:30 Where Cosa N Nostra Gulberg

Khalis Food Market is on today!

When: Aprill 22nd Where : Gulberg Galleria, Main Boulevard, Lahore

april 15, 2018 | 49

We are extremely excited about WIBCON’s 10th Annual conference on the 25th of April 2018 at the Pearl Continental Hotel, Lahore hosted by The Pakistan Society for Training and Development (PTSD). This year the conference is being set up as a festival titled ‘The Rising’. There will be talks by women leaders from a multitude of backgrounds along with lots of music, food and fun!

Fashion Diaries Nadia Khan

Nadia Khan is an upcoming designer and one to watch.

Her newest collection features kaftans and western separates perfect for the hot, hot summer!

Muse

nadia khan

@nadiakhanstudio

Hair and make up

rukaiyas salon

weekend | FASHION april 15, 2018 | 51

Sky Blue

We love a dress with a twist!

The little jewelled flower clasped on the side adds a feminine touch

Kaftan with a twist The hottest cut on the block is this firey red kaftan with a sexy deep back and a touch of embroidery.

weekend | FASHION Separates with a twist. That slight pop of color on the pants and the strap of the top finishes the look nicely

april 15, 2018 | 53

Hot White

Black Beauty

You can never go wrong with an all black ensemble. Athletic stripes add a trendy touch to the look.

weekend | conversation

in conversation with

Keepsakes

by Zantiana @keepsakesbyzantiana

What/Who inspired the idea of Keepsakes by Zantiana?

My mother encouraged me to create giveaways for my son’s birth announcement and in so doing they were liked by everyone.

Eventually, I ended up receiving orders on the same. This is how the idea of launching my “Keepsakes”was born.

What is your brand philosophy?

Creating memorable and long lasting gifts with aesthetics and attention to detail. Clean.

april 15, 2018 | 56

Tell us a bit about your process- from inception to completion?

I love collecting artistic material in general. So I start with what ever inspires me the most. I

My mother encouraged me to create giveaways for my son’s birth announcement

weekend | conversation

I create a mood board, start sampling various designs and materials in different sizes and forms, and then add details and embellishments to them. After multipleadjustments and alterations, we finally develop the perfect piece.

Do you design everything theme wise?

I generally like to design theme-wise because it keeps me focused on what I want to make and there’s a scope to play with bulk materials, prints, embellishments. However, sometimes,while working on a particular theme, my mind starts wandering in a different direction while creativity starts slurting out completely different designs.

april 15, 2018 | 57

create a mood board, start sampling various designs and materials in different sizes and forms, and then add details and embellishments to them.

After multipleadjustments and alterations, we finally develop the perfect piece.

weekend | conversation

My favourite piece has been ‘The Bed of Roses’ bed box that I have designed for my niece’s birth announcement.

What is your favourite piece so far?

My favourite piece has been ‘The Bed of Roses’ bed box that I have designed for my niece’s birth announcement.

april 15, 2018 | 58

Who would you ideally want to design for if you had the chance?

Something for my husband.

He gives constructive criticism to my products.

Therefore, something he’d be happy with.

Any surprises in store for us all?

Over time, I’ll be introducing many many variations and new gift products for all age groups that will be able to be used for many purposes and will not just be keepsakes but memorabilia. You will have to keep watching my space for that. Also, Ramadan and Eid collection will be coming soon!

weekend | lifestyle

Mom, fitness, recipes, health - Every time Sophia pops up on our feed, we cant help but swoon over this hot mama’s ripped abs and workout routines. In addition to being a hands on mom, she also shares health and fitness tips for all new mommies out there.

@supermom.pk Mama Says So is a blog which tell you all things parenthood related.

From what to buy, where to send your kids for summer school to daily motivation for all the new mommies out there.

@sophiakhanyousef

@mamasaysso.pk

Aisha M Hassan AKA Super mom writes about her journey and experiences whilst raising two wonderful children. We love how relatable and funny her feed is, she sure makes us laugh every time we come across her account!

@moms.can.be.fit

This mama is a certified health coach and her lifestyle is nothing short of inspiring.

She gives insights on her Instagram feed into what one needs to adopt a healthy lifestyle while juggling motherhood and not to forget the yummy recipes we find ourselves screen-shotting all day long!

April 15, 2018 | 68

@honest

In 2008, after the birth of her first child, Jessica Alba decided to start the Honest company for families looking for non-toxic, transparent and effective products for their newborn children. In the past decade, it has gone on to become one of the largest brands selling safe, child friendly products alongside donating tremendously from their revenues and helping families in need.

#instafollow

Hey There Mama Bear

10

INSTAGRAM ACCOUNTS for new MOMs

weekend | Fashion

Anna Whitehouse is an author, writer, and campaigner for parents! Mother Pukka is a mother sharing her experiences through her Vlogs. We all can relate to her every day struggles and wins being a mother of two (might we add hilarious) kids.

@thetot Natalie is momma we can all relate to. Learn how and explore your internal Goddess and being confident in your skin as you are, promoting positive body image!

@mother_pukka

@stylemesunday

If you’re big on the new eco-friendly trends catching on, then this is where you want to shop for your children.

The Tot is the only destination offering trusted advice with mindfully curated safe, non-toxic, innovative and stylish products for conscious parents.

if your’e a new mom and feeling overwhelmed, then maybe this page can help you sit at home and splurge over the cutest merchandise for your toddler, and they deliver right to your doorstep!

Menaka is a simple Indian mom from across the border, sharing all her desi totkas and recipes for parents looking for conventional and traditional methods of keeping healthy.

@menakabharathi

April 15, 2018 | 68

@thebabyboutique.pk

weekend | Fashion

W’s ROVIN ell, what’s the use of W a pair of good eyes that never rove? Weekend’s been going through our

Sanam Saeed

april 15, 2018 | 70

Sanam turns up the heat in an Arjumand Bano ensemble from her latest ‘My Head is a Jungle’ PSFW’18 collection. She keeps her makeup minimal and hair in a quirky up-do.

Rano Usman

The ever graceful, Rano of Rano’s Heirlooms is giving us some simple-style inspo in an ethnic orange and pink banaarsi saari.

The reflective sunglasses add a trendy vibe to an otherwise traditional look.

Mehek Saeed

We dig the colour combination on this Zaheer Abbas outfit. Mehek’s dewy skin and red lips complete this red carpet look.

weekend | Fashion

ING eye fashion files for the week and these are the people who caught our fancy!

Khadija pairs a printed silk saari with a bright pink blouse. We love how in keeping with her simple aesthetic, she opts to remain fresh faced and makeup free.

Anum Teli

Sleek and chic in a printed orange Orient Textiles outfit, Anum keeps her accessories and makeup to the minimum for this look.

Amal Qadri

Always experimenting with her style, Amal is cool and casual in a turquoise tunic paired with bright pink pants and sneakers.

Matching eyeshadow is a tricky fashion move but Amal totally makes this 90s trend work. april 15, 2018 | 71

Khadija Rehman

weekend | fashion

the beauty edit

Good skin

isalways in

DIY Homemade Skincare Recipes

Multani Mitti Face Mask Multani mitti is famously used across the country for the cleansing and regenerating effects it has for our skin. It is considered a cooling and aromatic ingredient for face masks.

Ingredients: 4 tbsp Saeed Ghani Multani Mitti 5 tbsp spoons Saeed Ghani Rose water Instructions: Blend these ingredients together in a bowl and use fingertips to massage gently in circular motions all over the face. Leave on to dry for 15-20 mins and then gently scrub off using wet towels.

april 15, 2018 | 74

Stretch Marks No-More Cream

This homemade stretch mark cream contains ingredients that are fabulous for your skin. The ingredients used are rich in antioxidants that can help sooth scars, scratches, and yes, stretch marks.

Instructions: Place beeswax, cocoa butter and coconut oil into a microwave safe dish. Add vitamin E oil, frankincense, and lavender and blend for 3-5 minutes until fluffy and well mixed.Transfer to an airtight container. This cream will be thick but not firm, if you prefer it to be more solid keep it in the refrigerator.

Ingredients Âź cup coconut oil -2 Tbsp. cocoa butter 2 tsp. vitamin E oil 10 drops frankincense essential oil 10 drops lavender essential oil .5 oz. beeswax

weekend | fashion

DIY makeup remover The eye area is especially sensitive, so greening your entire cosmetic and skincare routine for this area of your self-care regimen is important! ingredients: 12 tbsp Shea butter 8 tbsp Camelia seed oil 2 tbsp Chamomile flower water or hydrosol Instructions: Add the shea butter and camelia seed oil in an aluminum bowl. Mix the shea butter and camelia seed oil with a hand blender until smooth. Add the 2 tablespoons of the chamomile flower waterone spoon at a time and mix well with the hand blender until smooth and well combined. You will have a smooth cream, like a lotion. Add to a container and keep in a cool place. Use a cotton pad to remove makeup gently from skin. (Can be stored up to 2 months)

DIY Clay Mask forAcne A natural solution for many skin issues can be found in this simple calming and healing clay mask recipe for acne Ingredients: 2 tablespoons of Bentonite clay 3 tablespoons of Chamomile flower water 5 drops of Lavender essential oil 2 drops of Tea tree essential oil

april 15, 2018 | 75

Instructions: Combine all ingredients together until it forms a thick paste. Apply as a spot treatment for 15 minutes or on all your face (avoiding the eye area) for 5 minutes.

Remove the clay with a warm wet cloth and massage your skin gently while doing so. Rinse your face gently with warm water and then finish with cold water to close your pores. Repeat once a week.This clay mask recipe can help heal the skin and reduce inflammation and redness.

Mocciani bag PRICE ON REQUEST @Mocciani

storage basket

PKR 2400 @thepineappleproducts

Charbagh-Nida Azwer X ESFIR (JHUMKA) PKR 12500 esfirjewels.com

TROUSERS

international buy of the week

PKR 1198 generation.com.pk

leather-trimmed embroidered shoulder bag (fendi) £2090 net-a-porter.com

tassle drop earrings PKR 600 @metanoia.pk

earrings

PRICE ON REQUEST @madihasaailkhan

Lov St

cotton straight jeans PKR 8490 shop.mango.com

culotte PKR 4500 asos.com

printed palazzo trousers

PKR 5200 @houseofbrandz

PALAZZO PANTS WITH SLIT

PKR 3750 mantra.com.pk

CHARLOTTE TILBURY Eau De Parfum PKR 8800 net-a-porter.com

Foot Scrub PKR 800 aura-crafts.com

collared shirt and pjs

PKR 2600 @bloodorangebyr

Embroidered culottes PKR 3198 generation.com.pk

Editors’ picks

REFURBISHED FURNITURE

leather flat sandals

PRICE ON REQUEST @gkchattels

PKR 2600 asos.com

ve truck

tunic

PKR 3300 @skonlineshopping

FEATHERS CUSHION COVER STRAPPY HIGH-HEEL ZARA SANDALS

PKR 590 pk.sapphireonline.pk

PKR 5600 fashsouq.com

BED SPREAD

PKR 4050 thelinencompany.com.pk

separates PKR 18000 elan.pk

CREPE BLOUSE WITH RUFFLE TRIMS pkr 6500 massimodutti.com

cut work loose shirt PKR 3990 sanasafinaz.com

promotion

modest supported by

Fashion Des

APRIL 15, 2018 | 78

IFDC is an international platform established to bring together designers from all around the world championing clothing lines within the parameters of modest clothing. They have offices within 9 countries and are continuously expanding with the agenda to benefit the Islamic economy and its stake holders. IFDC has recently opened their office in Lahore too; with Ali khan as the chair person and Saad Zaidi as the director of corporate affairs. “Once, fashion and modesty stood on opposite end of the spectrum. If you were modest, wore an Abaya or covered your head, you were instantly ruled out of being an individual devoid

promotion

fashion y IFDC-Islamic

sign Council

APRIL 15, 2018 | 79

of fashion sensibilities and vice versa.

However, as the debate on cultural diversity and inclusivity gained momentum, this age-old notion, slowly but steadily started to evolve.

Vanessa Friedman, the New York Times chief fashion critic, declared ‘modest fashion’ or ‘modest wear’ a defining trend of 2010s. She isn’t alone in her declaration as many mainstream large fashion brands like Zara, H&M and Mango have also joined in and have introduced modest fashion lines specifically to penetrate the untapped Muslim market.

High end brands like DKNY and Dolce &Gabbana too have jumped on this bandwagon

promotion

APRIL 15, 2018 | 80

of creating and designing clothes that fit the parameters of modest fashion.

This surge in the modest fashion trend is of course because of the market value of the interested consumers. The spending on modest clothes by Muslims in the West and OIC was around $210 billion in 2014 and the market is expected to rise to $327 billion globally.

Since there is a growing demand there will be growing numbers of designers and brands that would want to become involved in the modest industry.

While the change is encouraging, this sector has still not made its way into mainstream fashion. It is still considered a niche market. To change this perception and to blend in the sensibilities of modest fashion with contemporary fashion, IFDC – Islamic Fashion and Design Council, was established.

IFDC understands the arduous time faced by not just Muslim women but women from all walks of life and various faiths who have been fighting for more modest attires, and hence aims at providing them with a plethora of options that are not at all dull, monotonous or boring.

The modest fashion trend has even been picked up by major international publications like Vogue and Forbes. We at IFDC feel that it is an interesting fashion trend to be given limelight in our local publications.

Pakistan is predominantly a Muslim country and the market for such trend to become an epidemic is huge.�