In conversation with Hassan Sheheryar Yasin (HSY)

Instep: You contributed to Hulu’s Deli Boys by designing costumes for the comedy series. Could you tell us how that opportunity came about and what the experience was like working on a project that aimed for cultural authenticity?

Hassan Sheheryar Yasin (HSY): Being asked to design clothes for a show like this, especially one that tells the story of a Pakistani character in the United States, was an honour. I appreciated that the production team were committed to making the story and its visuals feel authentic. As Pakistanis, we often seek representation that reflects our unique identity. This is especially true in clothing, colour choices, and silhouettes, which are distinct from other South Asian cultures. Working with a strong team and incredible actors like Poorna Jagannathan made it even more rewarding. Being asked to design for a show of this magnitude on a network like Hulu was a true pleasure.

Instep: You have designed costumes for films in Pakistan and for celebrities on the red carpet. How was it different designing costumes for two episodes of Deli Boys?

HSY: I’ve designed clothes for celebrities, royalty, fashion icons, and music legends across the globe. Each experience has been unique, shaped by the individual I’m designing for regardless of where they are from—Pakistan, the United States, the Middle East, or Europe. It’s always a joy to showcase a product proudly made in Pakistan while also learning from the people I work with—something I cherish very much. The Deli Boys team were highly professional, helping me understand the script and requirements, while being open to my ideas. This kind of collaborative effort always leads to the best outcomes.

Instep: You were flown out to ensure everything was just right. Was that about being meticulous or making sure your vision was realised?

HSY: I’ve always been detail-oriented, and that standard has helped me stay relevant and successful over the last three decades. Hulu’s approach aligns perfectly with mine. Being invited to the set gave me the chance to ensure the clothes looked right. It also allowed me to observe how a Hollywood production operates. It was a rare and respectful gesture to be invited on set, especially as a Pakistani designer. Seeing our work shine on an international stage was a moment of pride.

Instep: What kind of brief did you get, especially since you designed costumes for three characters from the series? Was it specific or was it a general conversation regarding what the outfits should be like given each character’s overall arc in those episodes?

HSY: The brief was very detailed, covering character development, backstories, and each character’s fashion sensibilities. This helped me understand what colours, silhouettes, and styles to use. Kailey, their Head of Costumes, was very supportive and accessible for all my requests for meetings and Zoom calls to clearly understand the requirements of the show. This made collaboration easy and enjoyable. The constant back-and-forth and shared focus on detail made the work efficient and fun, and it was also a great learning experience.

“To say that the process was different would be an understatement because of the number of people involved.

Instep: How many outfits did you end up making and were all of them used?

HSY: All the outfits we designed were used, which was incredibly satisfying. The best feedback a designer can get is when the actor(s) themselves expresses how much they love wearing the outfit. At the end of the day, that kind of validation from the celebrity wearing it is one of the biggest joys for a designer. It is truly gratifying to receive such appreciation. Hearing that, along with appreciation from the director and production team, was deeply gratifying.

Instep: How different was the process in terms of designing for a Hollywood production compared to a Pakistani one?

HSY: To say that the process was different would be an understatement because of the number of people involved. However, I would absolutely not want to use this opportunity to put down the industry in Pakistan. The difference lies largely in the scale and resources. In Pakistan, we have immense talent but often lack the budget or infrastructure to match global productions. That said, I’ve seen incredible results in Pakistan despite limited means. Deli Boys, backed by Hulu, had ample resources and time. What stood out most was the sense of ownership within the team. That spirit makes any project fulfilling. I’ve been fortunate to experience that same ownership in many of my projects in Pakistan as well.

Instep: You hosted Velo Sound Station season 3’s launch show in Lahore. What was that like, given the scope of the production, the artists, and working with the most celebrated director of this generation, Bilal Lashari?

HSY: To be honest, it felt like coming home. From the production team to Bilal, to Ammara Hikmat, Fawad, and Atif, these are all friends I’ve worked with and celebrated. Being the host and the master of ceremonies for an event that champions musical diversity was natural for me. I am a big believer in diversity and variety in spaces like television, film, and music. I thoroughly enjoyed it, and Bilal once again did a phenomenal job in storytelling and direction.

Instep: You’ve completed 30 years in fashion. What’s next—more fashion projects, acting roles, or something new?

HSY: What’s next on the cards is everything. Since the beginning of my career, I’ve always explored new avenues—from radio and talk shows to acting in theatre, television, and film. I am now venturing into a new space altogether and trying my hand at a reality show that promises to be the biggest that Pakistan has ever seen. I’ve always been a huge proponent of doing things first in the industry. Not just for myself, but to create space for others to follow and to inspire them to believe that nothing is impossible.

Now I’m working on Super Diva, with twelve beautiful contestants. The concept is designed to empower and educate while entertaining, and giving young talent the tools to become not just artists but better individuals. This platform is my way of giving back and creating space for future stars. The response so far has been amazing, and I hope audiences love it as much as I do.

HSY images:

Coordination: Umer Mushtaq

Grooming: Nabila Salon

Photography & Styling:

Hussain Piart

PR: pH solutions