The collection by Fashion Designer Ammar Belalâ€™s was menswear and womenswear both which was inspired by the skyscrapers of New York and Art deco architecture his collection was followed by a thank you note by Chairperson of PFDC.
Ammar Belal presenting his Fashion Week collection entitled “The Concrete Jungle”. The collection was menswear and womenswear both inspired by the skyscrapers of New York and Art deco architecture. Different fabrics in multiple shades of grey to symbolize the concrete feel of Manhattan’s skyline were used for the entire collection. For the pieces that incorporated men’s style tailoring techniques, silk blend wools in super high counts were used in pin stripes and checks. New embellishment materials were created by using actual tools used in construction processes such as stainless steel, plastic, bolts, catchers and wire. The $100 silk print in a brick design is a play on the “nations made on money” tagline and was used in accents throughout the collection. Grey distressed denim, along with stretch jersey was also used for the jeans line in the collection. He showcased his collection for charity show called “Fashion Gives Back” in which the Fashion Week and other designers participated featuring live music from the famous band “Fuzon”. Talking about the state of fashion at the moment the designer said “It is very important to have the drive and vision to continue in our businesses in a progressive way to bring forth a sense of stability and positive atmosphere, while keeping a sensitive approach to the unfortunate events taking place.”
Ammar Belal started his career in 2003 with his streetwear brand A.B.C.D and later his internationally acclaimed Couture jeans label AS Jeans. His progressive approach to showcasing fashion through music videos and films has earned him various awards, including Best Emerging Designer (Lux 2005), Best Menswear Designer (Indus 2006), Best Prêt Designer (Sunday 2008) and Best English Song (MTV/Indus 2006). The Ammar Belal label itself was launched in the summer of 2007 and prides itself on being the first luxury brand from Pakistan that adheres to the highest international standards of quality. It is the only Pakistani fashion house that outsources their manufacturing to Europe and is involved only at the design and marketing stages of its products. The Ammar Belal label has outlets in Lahore, Karachi and Faisalabad. Ammar Belal showcased his western wear collection “The King Of Pop”, inspired by Michael Jackson, at the debut PFDC Sunsilk Fashion Week in February 2010.
Ammar Belal’s collection was followed by a thank you note by Chairperson of PFDC, Mrs. Sehyr Saigol and Chairperson of Unilever Pakistan Ehsan Malik, which also included comments by Alexandra Senes on her visit to Pakistan.
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