Fashion Parade hit London once again this summer, with an upscale platform for Asian fashion at the trendy Saatchi Gallery in London’s Chelsea. From the location to the music to the floral backdrop, the event oozed style – Fashion Parade is a world away from the cobbled together fashion shows with amateur models that usually showcase Asian fashion in London.
FASHION PARADE, the brainchild of Sadia Siddiqui founder of Mustang Productions, aims to be a credible fashion platform for South Asian designers to bring their designs to London; the capital of fashion. With locations like Kensington Palace and the Saatchi gallery, professional models and all the trappings of Fashion Week, Encyclomedia’s Ammara Hikmat and Sadia Siddiqui have given Fashion Parade an enviable sheen.
Fashion Parade 2015 showcased the work of ten Pakistani and Indian designers; Aashni + Co presents Anamika Khanna, Syeda Amera, Seher Tareen, Areeba Asif, REMA, Rani Emaan, Ali Xeeshan, Rose Room Couture ( by Aashni + Co.), Hira Shah and Jyoti Chandhok.
Five year old British Pakistani sensation Laila Naim (who became the first Pakistani model for 159 year old British luxury fashion house Burberry) walked for designer Ali Xeeshan – the pint-sized cutie holding Ali’s finger on the ramp. The event was attended by some of London’s Asian elite with a smattering of celebrities including Shoaib Malik, Suhel Seth, Kanika Kapoor, Ozzy Shah attended Fashion Parade 2015
The Designers – Fashion Parade London 2015
Aashni + Co presents Anamika Khanna
Named ‘Sculpt’, the collection was experimental with a quirky edge: “I’ve deconstructed things. I’ve put things together that are not meant to be together.” However pieces are still versatile and can easily be dressed up or dressed down. Anamika has enjoyed a certain freedom throughout her design process: “I’m making my own rules and I’m just enjoying myself doing just that!”
Syeda Amera is a Karachi based fashion designer. Talking to the press Syeda Ameera stated, “We are excited to be a part of this fashion forward platform that is celebrating Asian entrepreneurs successfully since the past couple of years and has raised the level of Pakistani fashion appreciation to another level. Exposure and accessibility are two main things I am looking forward to as my aim is to hit the right target market for my collection.”
Areeba Asif graduated from SOAS in Bachelor of Arts in Law and Politics and upon moving back to Lahore she began styling for HELLO! Pakistan. Areeba Asif completed the Vogue Fashion Course at Conde Nast College of Fashion and Design, after which she realised her calling and passion for designing rather than styling and journalism which led to creating her fashion brand.
The name of her collection is ‘A Solicited Star’ which bring in old techniques of fashion of the subcontinent in fusion/western wear. The collection is a blend of Pakistani craftsmanship with international, western silhouettes; the cuts are quite internationally suitable. “I have created jumpsuits, dresses, long jackets, high-waist flared pants, all keeping in mind the international markets. The embellishment is Pakistani while the cuts are western,” she explained her collection.
REMA specializes in the premium and luxury segment for women and men, designing jewellery, accessories, apparel and handbags with an exclusive bespoke range. REMA is the first local brand to launch luxury bespoke handbags adorned with personal photographs that has caught the fancy of celebrity fans such as Sadaf Fawad Khan, Bakhtawar Bhutto Zardari, Mawra Hocane, Mehreen Syed, amongst others.
Rema Qureshi was enthusiastic about the event,
“Fashion Parade has become a super platform to display local talent and for Pakistani talent to connect with an international audience. People have been curious to see more from my brand and this was a great opportunity for me to showcase my designs and hard work.”
Talking about her must sought after collection, Rema said, “The latest collection WanderLuxe pushes the boundaries, using semi-precious stones, stellar materials and hardware and leather detailing, mixing new elegance with character and depth, all at once. The Cuspate collection meets wanderlust-inspired fusion pieces that embody femininity and adventure. These statement designs consist of edgy neck pieces in all styles, eye-catching earrings, rings with spunk, and leather handbags – all versatile pieces take you, the confident REMA woman, from day to night, setting you apart from the crowd.
Rani Emaan’s Spring Summer collection is titled “Japanese garden and Eastern Fusion” and channels the trend for 3D florals.
Ali Xeeshan brought his unorthodox and funky interpretation of fashion to London with a Spring/Summer collection titled Detox. Comprising of fun separates, bold colour palettes and statement pieces the collection is as quirky as you would expect from Ali Xeeshan.
Founded by Isha Rajpal and Namrata Rajpal, the spring summer collection is titled “Tour de Force”. With a backbone of a 50-year-old garment export company behind them, these young entrepreneurs have learnt on the job, what it is to deliver quality of international standards having worked with brands ranging from BCBG Max Azaria, Pinko, Karen Millen, Zara, Mossimo Dutti, DKNY and the like.
Hira Shah’s spring/summer 2015 collection is a perfect blend of two cities, Stockholm and London. The aim is to seamlessly dovetail east and west by utilising Pakistani embellishments amalgamated with a Swedish colour palette comprising neutrals and pastels. The theme ‘Stockholm to Pakistan’ was a reminder that Europe’s fashion industry has increasingly turned to Asia to produce extravagantly hand worked pieces as it has become prohibitively expensive to make them locally.
Talking about the global appeal of her designs, Hira said, “As a fashion designer, I am constantly exploring new media to inspire and inform my design philosophy. My aim is to create a brand that is based on a conceptual approach to design.”
Jyoti Chandhok’s passion for embroidery and fabrics stemmed from an early age. Being born and brought up in Lucknow – a town well renowned for its fine and varied workmanship her work reflects the understanding of ancient Indian designs with the innovative use of traditional crafts to create a modern interpretation of what is a classic tale of timeless elegance.
All headwear from Fashion Parade London by Mustang Productions was courtesy of Lisa Jayne Millinery.