Thursday, January 21, 2021

Ather Hafeez set to turn heads as the new creative head at Al Karam

Alkaram, the textile and lawn giant, recently announced that designer Ather Hafeez is taking the helm at the brand as the new Creative Director. The very experienced Hafeez’s arrival into the Alkaram empire promises a complete change in the design aesthetics of Alkaram pret and unstitched garments.

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Alkaram now has a phenomenal design team  of highly skilled and experienced individuals, led by Hafeez himself, a designer whose creativity never fails to impress. The imaginative design guru previously led his own fashion brand and has also served in numerous other premium fashion brands of the country, including Sana Safinaz. Based on his previous work, we can expect that the latest Alkaram designs will include larger, abstract prints and a minimal use of florals, quite atypical of the current Alkaram aesthetic.  Seeing a brand with a massive reach like Al-Karam think out of the box is very encouraging as it will give high street customers greater choice in their everyday clothing collection.

Currently, Hafeez is in the process of creating a strong differentiation between upcoming Alkaram collections and is trying to bring forth innovative designs to the market whilst keeping the brand heritage alive.

According to the maestro himself, “Although I have big shoes to fill, I am thrilled to join Alkaram and hopefully, will be able to add more uniqueness to the brand. This is somewhat challenging to do, especially for a brand that is associated with rich history. Having said that, the Alkaram consumer requires peerless designs, that can be worn on a daily basis and that’s what I aim to deliver. I won’t reveal much about the collection, so you’d all just have to stay tuned to find out more about the designs!”

For the past six months, Hafeez and his team have been working tirelessly to create a ground-breaking Spring/Summer collection. The launch of its Spring/Summer collection is right around the corner and is something worth keeping an eye out for. In the meantime we’ve got our hands on one sneak peek for you!

Join in on the social media buzz:

#alkaram #alkaramstudio #akstudio

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Salima Feerasta
Salima Feerasta
Salima Feerasta is chief editor of and one of Pakistan's top fashion and lifestyle journalists.

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