Ayesha Farook Hashwani has enjoyed a niche following for years but she has always been someone associated with the classes as opposed to the masses. Her designs have been a regular feature on the runways and last year’s Fashion Pakistan Week saw Ayesha at her peak with a collection so alluring that it made it to every fashionista’s wardrobe wish list. One step towards retail power was the opening of her store but now, with an upcoming lawn debut, she is ready to take it on full throttle.
Ayesha Farook Hashwani has enjoyed a niche following for years but she has always been someone associated with the classes as opposed to the masses. Her designs have
been a regular feature on the runways and last year’s Fashion Pakistan Week saw Ayesha at her peak with a collection so alluring that it made it to every fashionista’s wardrobe wish list. One step towards retail power was the opening of her store but now, with an upcoming lawn debut, she is ready to take it on full throttle.
“It was the right time to get into it,” Ayesha spoke to Instep. “I have been delaying it till the brand had a stronger pull but felt I was now ready for it. I would love the entire nation to have a bit of AFH in their wardrobe. Nothing could be more pleasing. I am not one to get into something because it’s the norm. Until I am not ready for it, I will not enter the arena. I feel that the time was right for me now, having established myself as a strong contender in the market.”
Indeed timing is everything, especially since So Kamal - formerly associated with Lahore-based designer Zara Shahjahan – has signed one on from Karachi this season. So Kamal CEO Erum Kamal clarified that there was no politics involved.
“Yes, she is from Karachi and it is a huge market but we didn’t think of this before hiring
her. We just considered the aesthetics and her competence because she is a very talented designer who has made her own place in the fashion world,” said Erum.
Ayesha’s designing is synonymous with beauty and grace. Her work is rich in detail with her silhouettes having an eclectic appeal. Her baroque-inspired collection from last year was trend-setting with its unconventional urban cuts fused with traditional embellishments. Ayesha hopes to manifest the same vibe in her lawn collection.
“The palette as well as the designing of the prints is quite rich,” she shared. “It’s difficult to have a certain theme running in designing lawn but we’ve made sure that there is something that covers everyone’s taste. Be it paisleys, floral or a bit of abstract. I have focused on bright and dark tones as opposed to very light ones because lawn has a tendency to look quite drab when playing with light tones. It’s elegant, eclectic and gives a formal feel.
“I have tried to give you designs that are very close to a style I would choose to dress in the evening,” she continued. “Keeping in mind the quantity provided, the styling has been made specific to that. From a variety of different sleeve types, jacket styles and tasseled tunics, I think this is the first time lawn has been styled and designed to this level. It’s not just about the prints. It’s a complete designer product.”
Lawn has become one of the most prolific avenues for high-end designers to connect with a mass clientele. The integration of fashion designers with the fabric has ascertained the evolution and improvement of the prints and designs we see. However, given the economic situation of the country and the purchasing power of the masses, one wonders if designer lawn will bubble over its saturation point. After all, not everybody can afford a PKR 6000 unstitched outfit. What is more unwelcoming about designer lawn is the ever-growing counterfeits and the fact that everyone ends up wearing the same outfit.
“The excitement of new designers coming into this field as well as the few loyal brands that have been success stories in the market that people always wait for is what keeps the novelty of the business and allows it to remain lucrative,” Ayesha pointed out. “Designer lawn is basically a capsule collection that is affordable and available for a limited period. It allows everyone to enjoy wearing something from that designer that might not always be in their budget and up to date. Hence, it is bound to be an awaited commodity and a booming field in the fashion industry.”
We can’t say how far into the future will it keep booming as a business but it sure remains to be the most anticipated commodity of the spring/summer season. And with so many new designers delving into it this year, we will surely see the madness continue. Ayesha Farook’s lawn will hit the markets in the second week of March, as per Erum Kamal, and will be priced around PKR 6000 with ready to wear versions priced a little higher.
