Our Winter RTW Drop Il is packed with everything you need to stay sassy and warm. Explore a range of waistcoats, shawls, embroidered kurtas, kurta trousers, Quaid coats & blazers, and even sherwanis.
Brand: Bareeze Man
Model: Hussain Rajput & Aimal Khan
Photo: Azwarism
MUA: Nabila’s
Location: Saima Bergfrede
Art: Saad Amjad
Meet Husnain Akram, a visionary hair technician celebrated for his ability to create stunning hair transformations. With a keen eye for detail and a mastery of technique, Husnain turns hair into a canvas, delivering personalized styles that boost confidence and redefine beauty. Whether it’s a subtle change or a bold makeover, Husnain’s magic lies in understanding his clients’ needs and crafting looks that leave a lasting impression.
What inspired you to enter the beauty and hair industry?
It was my wife who inspired me to become a hair technician and infact saw this talent in me that I would be able to do it. Infact she was the one who searched my primary course of hair artistry. She has been the biggest supporter, promoter and encouragement of my work and has always paved the way for me. I have simply just walked on that way.
What motivated the move to Lahore and opening your salon in DHA Raya?
Challenge! The single factor which motivated us to move to Lahore was to Challenge ourselves in the biggest and most competitive market of Pakistan. We aim to be the best service providers in the Capital of Punjab too!
How has your journey been as a trainer at L’Oréal Pakistan?
My journey as a trainer and idea stylist with Loreal Pakistan has been very enlightening. It feels great to spread my knowledge as I strongly believe that you only get more when you give more. So I give knowledge and gain much more of it in return.
What sets your salon apart from others in Lahore?
Our salon would give you a corporate vibe and not a Parlor vibe. We always strive to make our systems according to what a multi national company would follow and not take it as someone has opened a shop. Unfortunately most of the salons/beauty parlors run their places like running small shops.
How do you approach hair transformations for your clients?
The foremost thing which needs to be kept in mind before any hair transformation is the hair health. If the desired shade means comprising hair health more than the usual then I don’t recommend it. I don’t go much into what color would suit which complexion as I feel fashion is all about how you carry your self and one can compliment any hair color with right type of dressing which goes with it.
Do you have any signature techniques or services that clients love?
Yes! People love our Ombre Balayage technique which I have created myself and my Signature shade of “Ash Mocha” which I have invented myself has been the talk of the town for quite some time now.
How do you keep up with evolving trends and techniques in the beauty industry?
Every year my wife pushes me to go to different countries to learn different steps. I keep up with the game by learning new techniques and school of thoughts every year. I have been to Turkey, England and numerous times in Dubai to enhance to learn new trends and techniques. I proudly say that I am probably the one hair technician in the country who has learned so many completely different school of thoughts of hair artistry.
What challenges did you face transitioning from Gujranwala to Lahore?
Before starting the branch I started taking appointments in Lahore once a week and I continued it consistantly doing 4-5 clients a week. That was the time when Amaima and I were testing the waters. We discussed and decided to not miss even a single week as an average of 4 clients a week would make it 208 clients in an year and that is what is paying off now with the new branch.
Can you share a proud moment or achievement in your career so far?
Each day is a proud moment now. Seeing the business flourish; Seeing the team Amaima and I have built from scratch do wonders on one of the top Celebrities of our country is a really moment.
What are your plans for the future of your salon and your career?
Plans are BIG! We have to go around the Country and Across borders to other countries as well. We are not stopping now. The motive is not to make money only. Ofcourse you need to make money to make ends meet and run the business but the Main motive is to create an institute in which we give talent in the hands of those females who are not considered much in their households or society. We want to see them be the main supporters of their families and be a respectable figure in the society.
What advice would you give to aspiring hairstylists in Pakistan?
Learn before you Practice you work. Unfortunately I see almost 90% of the salons working on clients without any basic knowledge at all. No wonder you see so many ruined hair in Pakistan. Knowledge is the key for Hair artistry. It is not a simple hand painting art, it requires calculations too
How do you balance being a salon owner, trainer, and creative professional?
You would feel this interview is all about my wife but in all honesty it is because of Amaima’s management in side the salon that I have been able to go and work on things outside of the salon too. Since it has been the main Vision of Amaima to empower the girls which we hire it has been the core strength of the compamy. We kept on empowering them with knowledge and in return they have given me the margin to carry out my activities out side of the salon.
A Triumphant Return of Glamour and FashionLahore, Pakistan — December 2024 — Neo Hum Bridal Couture Week 2024 made a resounding debut at the prestigious PC Hotel Lahore, marking the beginning of a spectacular celebration of fashion, glamour, and bridal couture.
Ziggi
Zeeshan Danish
Zariya
WOW Jewelery
Vestido1 by Ubair Naeem
Tayyab Aabo
Souchaj
Parishae Adnan
Musferah Saad
Muneeb Nawaz
Mihha
Mehdi
Junaid Jamshed
IQRA FURQAN
Huma Hamad
HSY
Haris Shakeel
Hafsa Imran Khan
Fatima Ashr
Fahad Hussyn
Emaan Rajput
Edge Republic
Basit Sipra
Ayesha Shoaib Malik
Almirah
Ahsan’s Bespoke Menswear
Ahsan Nazir
When Pakistan’s top influencers, iconic fashion designers, and renowned food connoisseurs come together, magic happens! From style to flavor, star-studded gathering featuring the Hi-Tea Platter at Mystique Restaurant was nothing short of spectacular! Pr: Rubia Moghees
The much-anticipated HUM Bridal Couture Week (BCW) 2024 kicked off with an exclusive launch event at the luxurious Caviar Club in Lahore. Bringing together the crème de la crème of the fashion and entertainment industry, the afternoon set the tone for a celebration of bridal artistry and design excellence. Pr: Ph Solutions
Dezato’s Lindt Jamocha Cheesecake:
The Sweet Sensation Everyone’s Talking About
Murad Gilani, the visionary behind Dezato, has done it again! Introducing the Lindt Jamocha Cheesecake—a masterpiece blending the rich decadence of Lindt chocolate with the bold, smooth notes of coffee. This indulgent creation has quickly captured the hearts (and taste buds) of dessert lovers, turning it into the most sought-after treat in town.
Sana Safinaz
Sana Safinaz introduces their knitwear matching co-ord collection, designed to keep you cozy and stylish this winter. Perfect for staying warm without compromising on elegance.
ECS
Ecs introduces their debut collection of shoes crafted from banana leather! Eco-friendly, biodegradable, and designed to offer both style and comfort—these shoes are a step toward a more sustainable future.
“Radiance Redefined: Alina Ashfaq & Yahya’s Wedding is a celebration of timeless love and impeccable style! Explore every breathtaking look from this stunning affair in our exclusive editorial.”
Walima
Dress: Zain Hashmi
Jewelry: Mahfooz Jewelrs Cavalry
Photography: Yarrow Weddings
Makeup: Uzma Ashfaq Bridal Studio
Barat
Photo credits: Yratta media
Makeup: Uzma Ashfaq Bridal Studio
Outfit: Ranosheirloom
Jewellery: Gold by Reama Malik
Dua
Outfit: Zara Shahjahan
Pictures: Yratta media
Inspired by the fierce and passionate love of Mastani, this collection embodies the essence of nostalgic and deep devotion. Each piece is a reflection of her unwavering dedication, evoking memories of eternal bonds and unrelenting passion.
Muse @fahmeen_ansariofficial
Makeup @Hussainbabarofficial
Photography @Nusairrahman.photography
Stylist @mehran.qauseqazah
Jewelry @tesoro.pk
In conversation with Good Times Magazine, Rida Fatima shares her journey of turning dreams into reality with bespoke event designs, floral artistry, and unforgettable celebrations.
What inspired you to start Seasons Events Co.?
Seasons Events Co. was born out of a passion for creating memorable experiences and bringing people together. We wanted to offer a service that combined creativity, attention to detail, and the ability to execute flawless events.
What makes your event planning business unique compared to others in the industry?
Our ability to manage all types of events-from corporate gatherings to intimate celebrations sets us apart. We deliver experience that reflect our clients’ unique visions and exceed their expectations.
How do you ensure each event reflects the vision and personality of your clients?
We prioritize collaboration with our clients, starting with an in-depth consultation to understand their preferences, goals, and style. Throughout the planning process, we maintain open communication to incorporate their input into every detail.
What was the most challenging part of starting your business, and how did you overcome it?
One of the biggest challenges was establishing a reputation in a competitive industry. We overcame it by delivering exceptional services, focusing on client satisfaction, and leveraging word-of-mouth recommendations to build trust and credibility.
How has social media, particularly Instagram, contributed to the growth of your business?
Instagram has been a game-changer, allowing us to showcase our work visually and connect with potential clients. It’s an excellent platform for sharing event highlights, receiving client testimonials, and staying relevant in the industry.
How do you stay updated with the latest trends in event design and decor?
We regularly attend industry conferences, follow influential designers and planners, and draw inspiration from global events. Networking with professionals and keeping an eye on emerging trends ensures that our designs remain fresh and innovative.
Could you walk us through your process of planning an event, from the first meeting to execution?
Consultation: Understanding the client’s vision, budget, and preferences.
Planning: Developing a detailed plan, including venue selection, design concepts, and logistics.
Coordination: Managing vendors, timelines.
Execution: Ensuring every aspect runs smoothly on the day of the event.
Follow-up: Gathering feedback to ensure continuous improvement.
What are your long-term goals for Seasons Events Co.?
We aim to become a global leader in event management, known for delivering unique and unforgettable experiences. Expanding our international footprint and embracing innovative technology in event planning are key goals.
What advice would you give to someone aspiring to enter the event planning industry?
Start with internships or entry-level roles to gain hands-on experience. Building a strong network, staying organised, and maintaining a client-focused approach are essential for success in this dynamic industry.
The wait is over! Burger O’Clock is now officially launched in Gulberg near Mall 1! The grand launch was an absolute hit and the crowd’s energy and love for burgers made it a perfect start. Don’t miss out on the legendary burgers everyone’s talking about!
@burgeroclock #GrabTheGoodness #TasteTheLegendary
Iqra university celebrated 24th year of fashion school AIFD with the grand fashion show ‘fashion Odyssey’ the event and PR for the show was organized by Take ll Events & PR, the show direction for the fashion show was handled by Rizwan Beyg
Sana Safinaz- RTW
Sana Safinaz’s winter ready-to-wear collection is a perfect blend of tradition and modernity, offering luxurious fabrics, intricate embellishments, trendy silhouettes, and a vibrant color palette. Their designs are both elegant and practical, making them ideal for the winter season.
Ideas Home — Bath Linen Set
This bath linens set by Ideas Home The image offers both luxury and comfort. The soft textures, elegant embroidery, and variety of sizes suggest a high-quality bath linen collection suitable for everyday use or as a gift.
FAUX FILLER Extra Shine Lip Gloss by Huda Beauty
A gloss so glossy it’s distracting – all attention is on your lips! A nourishing lip gloss for the shiniest, juiciest lips – it smooths and blurs fine lines, giving a lip filler effect without a tingling sensation, just full-looking, high-shine lips. A lip hydrating formula that melts onto the lips with a non-stick, reflective ‘glass-like’ finish.
The following curated list is a snapshot of the Pakistani wedding industry, that has withstood the test of time, emerged economically victorious form the financial impacts of a pandemic, and continues to evolve, with heart and innovation. While the breadth of this vast enterprise “the industry” cannot be addressed as a monolith, the following is an observational piece; celebrating those that are creatively and influentially at the top of their games. With so much to choose from, and artists left right and center that can rival the best of the best globally, the editorial desk had its work cut out picking only two of each. The following honorees, are based off of both critical, and popular acclaim, while also keeping in mind what has been done by them in recent times to advance the wedding market’s potential forward.
Saaish
In the editor’s note, i use the word catalyst. I feel no one on this list singlehandedly embodies the term more than Altish Yousaf. The origins of her styling journey predate the creative bridal styling agency Saaish, as her own looks for her wedding catalysed a new era of what the template for a Pakistani bride was. From pushing the envelope in presentation in ways never seen before, Saaish has presented the local bride with a global facing aesthetic, curated with the attention that only a true connoisseur of fashion could.
With a global connection, and an eye for the best, Altish Yousaf’s Saaish has truly mastered the “fresh”.
Pictroizzah
Izzah Shaheen Malik; the magician. Few have had the audacity to explore avenues that Pictroizzah has tapped; from opening doors to the international market and developing a taste for the upscale Pakistani photographer aesthetic, having her work featured in ELLE, shooting a crossborder campaign with Abhinav Mishra to making absolutely enchanting visuals for her brides, Izzah is a focused artist, and an intuitive business women who has opened possibilities many only aspire to.
With a sense of marketing, aesthetic, and an unmatched love for Craft, Pictroizzah is more than the photographer who covered Mahira Khan’s wedding, she is an aboslute visionary, spearheading women in business and aesthetic like few have.
Photo Credits @Izzahshaheenakbar
Shoaib Khan
Shoaib Khan; the artist. So much can be said of Shoaib’s talents, but succinctly; everyone’s happier that Shoaib Khan now does bridal makeup. From being an industry leader in the fashion market, to a viral sensation for his unbelievable makeovers on himself, Shoaib has pretty much experimented the extent of his craft in full view of the public, and is now perhaps one of the finest makeup artists that the country has to offer. His bridal work however, has brought the demanding finesse of the fashion market to the Brides of today.
With a mastery of his craft, and the unapologetic and kind nature of his persona, It would be safe to say that in his hands, many brides have had their best selves come forth on their big days.
Rano’s Heirlooms
There’s an aura about Rano’s heirlooms that sets it apart; a sense of individuality that feels both modern and timeless, reminiscent of bridalwear from the bygone, but catapulted into the modern day by its sensibility of colour and presentation. Some colors on the Rano’s palette have become such a mainstay of their brand identity and pushed forth general bridal sensibilities that it is no surprise it has become so sought after. Rano’s heirlooms, as the name suggests, is a consolidation of the old, with knack for the new.
Photo Credits @ranosheirloomsofficial
Lajwanti
Lajwanti has had a resurgence. It has divulged itself into having a more international appeal, and an aesthetic that is familiar to the desi palette. Spearheaded into this era by its young creative director Dania. The couture house has not only consolidated itself as a checkpoint of craftsmanship through its recent campaigns, but has delivered on the promise of evolution, in the age of saturation.
Farhat Ali
It is no surprise that cross border influences often navigate choices of brides, Farhat Ali Jewllers has taken that inspiration and embedded the overarching Indian Influence, into its generational craftsmanship. The word on the street has been positive for the family owned business for both their service, and exclusivity. While some may navigate the market through tactical marketing, Farhat has managed to consolidate itself as being simple, beautiful, and reliable.
Picture credits: Bisma Akbar
Sara Idrees
Hanif JEwellers
The Jewellers that have been on top of eveolcing trends, and associating themselves with the finest, with sparkle being a metaphorical extension of their name, have cemented themselves as reliable, generational tastemakers. From their marketing standing out in the local market, to innovating in luxury markets like what other counterparts may stay wary of, Hanif Jewellers is definitely here to stay as the flagbearers of what Pakistani JEwellery craftsmanship can possibly achieve.
Photo Creidts @hanifjewellers
Ayra Events
Sana Bhatti; the enchantress. Ayra Events, to even the most passing observer on instagram feels like an otherworldly space, punctuated with perfect harmonies, painstaking detail, and an attention to the finest. The labour of love on display not only feels like it was pulled out of a Bollywood movie and put in front of you, but one curated as an extension of the individual that it’s all about; the bride.
With curated spaces that could rival any of the biggest weddings of the world, It is a no brainer to not have this industry innovator on this list.
Photocredits @Ayraevents
GlamGency
The go getter, trendsetter; Zahra Sarfarz. In the short span of a couple of years, Zahra Sarfaraz’s brainchild has dressed the who’s who of film, fashion, weddings and beyond. A skillset set often exclusively associated with the fashion market was brought to the desi bride with Zahra Sarfaraz’s outward looking sensibilities, popularising the field of bridal styling itself, and structuring it in a manner previously unobserved. GlamGency has not only conquered the Pakistani Weddingscape with its creativity but has almost birthed it a new, defining a niche that wants to be curated to the smallest detail.
Zahra Sarfaraz is out there, styling one killer look after the other, and exploring the horizons of the wedding market with sense of style that feels rooted in our homegrown, earthy and palatable aesthetic.
Photocredits @zahrasarfaraz
Whimsical Parties
The desi wedding sensibility thrives on grandeur, and Sundas Mustafa the brain behind the brand has seemingly perfected it. Every season, larger than life sets that seem to outdo the prior have become a hallmark of this decore house. The sense of shear opulence that coincides with our local aesthetic is only shadowed by the towering presence of the creativity behind it.
Whimsical Parties, from its humble beginnings has grown into the benchmark of possibility, towering over an industry that looks at their curations with awe. Desis are extra, Whimsical Parties gets it, and for that it is an honor to have her in this list.
Photo credits: Opm Shoots
Sara idrees
Sehrish Amir
Treading that very fine line between desi bride aesthetic, and absolute craftsmanship, Sehrish Amir is seemingly a powerhouse that has cracked the code. The Makeup Studio by Sehrish has seemingly become the go to for any bride that wants the best of the best. With her journey of enamoring an entire industry by pushing out one killer look after the other, she doesn’t seem to catching a breath anytime soon.
The sense of individuality in each look that Sehrish crafts for her brides, observably comes from a place of love for womanhood. With a new Saloon space on the horizon, Sehrish is soon approaching the status of an icon amongst her peers.
Photo Credits: Sara Idrees
Outfits: Bunto Kazmi
Yratta Media
Saad Yratta; the Original. No one quite has the expanse of a portfolio like this legendary creative. Yratta Media in its stint has reinvented the face of what a wedding visual could be. From in depth metaphors, to breathtaking visuals that seem almost too surreal to be from a wedding setting, no one does it quite like them. From having shot for the Indian Couture House Tarun Tahillian, to directing some of the most memorable visuals in present pop culture, Yratta seems to be pushing the boundaries every time. Yratta has innovated from a place of artistry that seems to propel them from the realm of being just wedding photographers, but artists deeply invested in the emotion and narrative of their subject, furnished by their almost unreal cinematography.
Yratta Media keeps finding ways to perpetuate newer perspectives to what to many may seem like a saturated market, but this element of surprise is truly what sets them apart.
Photo Credits @Saadyratta
Lollywood of the golden era gave us a treasure trove of larger-than-life heroines and heroes whose influence lingers even today. From Noor Jehan’s haunting melodies to Sultan Rahi’s commanding presence, these films reflected societal dreams and ambitions. Cinemas and theaters became sanctuaries of art and culture, a place where glamour, storytelling, and community converged in the glow of the big screen. Mohsin Naveed Ranjha’s velvet collection titled “Roxy Cinema” is a love letter to this glittering legacy. Featuring the most glamorous embroideries, shimmering like starlight, and crafted in sumptuous hues worthy of the silver screen. Premiere this festive season at a celebration near you.
Muse: @thealiciakhan
Photographer: @asadbinjavedphoto
Styling: @zahrasarfraz @glamgencyy
Makeup: @fatimanasirofficial
Jewellery: @hamnaamirjewelry
How would you describe your signature design aesthetic, and how does this collection align with your overall vision?
We keep it raw, authentic, and true to what we personally love while staying aligned with our brand’s DNA.
What specific inspirations, whether historical, cultural, or artistic, influenced the design direction of this velvet collection?
A few years ago, we created a collection inspired by Lollywood’s golden era, which was a huge success. We loved it so much that we wanted to revisit it and celebrate Lollywood’s legacy and style.
Who is the ideal customer for this collection, and how did you consider their preferences and lifestyle in the design process?
Any woman who wants to look classic while embracing the roots of our heritage and culture.
Why did you choose velvet as the primary material for this collection, and what unique qualities of the fabric did you aim to highlight?
It’s a winter festive collection, and velvet is unparalleled for this season. It’s my personal favorite because of its richness, warmth, and elegance.
What specific embroidery and embellishment techniques were employed in creating these pieces, and how do they contribute to the overall luxury and elegance of the collection?
We used a mix of techniques, mainly tilla, marori, zari, nakshi, gota, and sitara work. These enhance the opulence and timeless appeal of the pieces.
How does your brand approach sustainability and ethical sourcing, and are there any specific initiatives or practices implemented in this collection?
Unfortunately, sustainability efforts in our country are minimal. Designers and brands are working independently without systemic support. This industry has great potential to generate revenue for Pakistan, but we need serious attention and action.
How do you perceive the future of the fashion industry, and what emerging trends or technologies do you anticipate will shape the landscape?
I’m concerned about the lack of infrastructure to promote our crafts locally and globally. Without support, smaller brands will struggle, and we risk losing this industry’s potential to boost Pakistan’s economy.
What are your long-term goals for your brand, and how do you envision its evolution in the coming years?
We’re going with the flow, striving to give our best. The goal is to put in 100% effort and enjoy the journey, wherever it takes us.
What advice would you offer to aspiring fashion designers who are passionate about pursuing a career in the industry?
“Mehnat ka koi alternate nahi” (There is no substitute for hard work).
What are the standout pieces in this collection, and what makes them unique and special?
The standout pieces reflect a perfect balance of heritage-inspired embroidery, luxurious textiles, and timeless silhouettes.
How do you envision this collection being styled, and what occasions or settings would be appropriate for these pieces?
These pieces are perfect for winter weddings, festive gatherings, and any event where you want to make a regal statement.
Can you provide any insights into the direction of your future collections, and whether we can expect to see more velvet pieces in the future?
We’ll continue to experiment with velvet and other luxurious materials, especially for winter collections.
What were the biggest challenges you encountered during the design and production process for this collection, and how did you overcome them?
In the past, challenges were more work-related. Now, external factors like smog, political instability, and electricity and gas shortages have made things more complicated.
Are there any upcoming collaborations or partnerships that you’re excited about, and how do they align with your brand’s vision?
Something big is coming in 2025—stay tuned!
What is the most rewarding aspect of being a fashion designer, and what drives your passion for creating beautiful garments?
I feel proud to play my role in preserving and promoting Pakistan’s craftsmanship globally. Supporting our hand embroidery artisans, dyers etc and showcasing their unmatched skills drives my passion.
ALIEL jewellery hosted a preview of their bridal edit to a packed house in Ocean Mall, Karachi.
Outfitters
“East-West-Wherever” by Outfitters is a daring exploration, blending contemporary edge with a relaxed, Bohemian essence. This collection presents flowing silhouettes paired with intricate embroidery, inspired by a spirit of awakening and fearless discovery, crafted for living in the present. It’s a celebration of individuality, empowering you to tell your story through fashion. Step into this realm and let each piece reflect your unique perspective and adventurous soul.
Dusk Candles Co.
Dusk’s ceramic matchboxes bring style and practicality together. These chic, functional designs add flair to your home while keeping matches safe and handy. Paired with our vibrant matchsticks, they make lighting candles a delight. Each box includes about 20-25 matches.
Sana Safinaz — Winter Luxury ’24
This collection showcases luxurious fabrics and rich textures, evoking the charm of a bygone era. It’s a celebration of regal colors and intricate details that capture the spirit of strength and freedom.
Unveiling our latest bridal collection, a tribute to the regal elegance of the Mughal era and the timeless charm of vintage fashion. Each piece tells a story woven with intricate hand-embroidery, sumptuous fabrics, and delicate embellishments, This collection brings together the opulence of the past with a modern sensibility, designed for the bride who cherishes heritage, grace, and an unforgettable aura. perfect for a truly majestic bridal experience.
When it comes to advertising in Pakistan, one name consistently stands out – Director/Producer Addeel Niazi. Known for pushing creative boundaries and crafting unforgettable television commercials, Niazi has once again raised the bar with his latest project: an ad film for the renowned real estate developer, Lake City. With the added star power of Pakistan’s most beloved celebrities, Fawad Khan and Mahira Khan, this commercial has captivated audiences both nationwide and abroad.
At the heart of this ad’s success is its irresistibly catchy song. Music has the power to stir emotions and linger in the minds of viewers long after the screen fades to black. Lake City’s new song is more than just catchy – it’s exceptional, a true masterpiece that adds depth and emotion to the brand’s message.
Elevating this creation even further are the magnetic presences of Fawad Khan and Mahira Khan, two of Pakistan’s most versatile and celebrated icons. Both actors command a devoted global following that transcends borders. In this ad film, they embody the Lake City brand with charm and authenticity, making the Lake City experience feel both relatable and warmly inviting. Their profound connection with the audience creates a compelling synergy with Niazi’s directorial brilliance.
Celebrity Allure Meets Brand Essence
What truly sets this TV commercial apart is its flawless blend of celebrity appeal with the brand’s identity. Fawad and Mahira’s captivating presence enhances the ad without overshadowing Lake City’s core message. The stunning shots of Lake City’s landscapes captivate the viewer, creating a visual symphony that resonates with the brand’s spirit. This balance of celebrity charm and brand image results in an unforgettable advertisement that genuinely captivates.
Addeel Niazi: The Creative Virtuoso
In the advertising world, Addeel Niazi has cemented his reputation as a creative virtuoso. His unique vision, masterful storytelling, and ability to seamlessly interweave compelling narratives with visually stunning aesthetics have set him apart as a luminary in the industry. Niazi’s portfolio is a testament to his extraordinary talent, featuring a series of impactful commercials that leave lasting impressions.
Similar to previous campaigns by Director Addeel Niazi and Executive Producer Beenish Niazi for Lake City, this recent commercial is an exceptional presence in real estate advertising. The seamless fusion of the Khans’ undeniable charm and Niazi’s artistic brilliance has created a commercial that is profoundly captivating. With direction that lingers in viewers’ minds, this TVC has the power to ignite the imagination of prospective buyers.
Transcending Traditional Advertising
What truly distinguishes this TVC is its ability to transcend Lake City beyond a conventional housing society. It’s more than an ad; it’s a symbol of aspiration, a portrayal of a desired lifestyle, and a manifestation of dreams. Through the harmonious blend of celebrity appeal, innovative direction, and an unforgettable melody, Lake City has transformed into an emblem of ambition.
In a world inundated with advertisements, this campaign stands out, leaving an enduring legacy for Lake City in the minds and hearts of its viewers. It has forever altered how audiences perceive real estate and the possibilities it holds. This ad film is a testament to the enchantment that can be conjured when celebrity allure, artistic direction, and a memorable melody converge.
What inspired you to pursue a career in ad filmmaking, and how did you get started?
Although this question may seem easy to answer, it’s surprisingly difficult to pinpoint the exact moment it all began. I’m not sure when the canvas of real life started transforming into frames that transported me to new realms. If I had to summarize, I’d say it’s the power of visual storytelling that has captivated me since childhood. When I joined the advertising world, I realized that this visual storytelling could shape my story while keeping me behind the camera. My professional journey truly began nearly two decades ago with the start of my advertising career.
How do you keep up with trends while maintaining a unique voice in your ads?
To stay up-to-date with trends while maintaining a unique visual style, I stay informed on industry trends—and then deliberately choose not to follow them. 😀 Simple. I always keep myself aware of the latest developments in advertising, but rather than strictly adhering to trends, I use them as insights rather than a blueprint. This approach keeps my work relevant yet distinct, offering a unique perspective that stands out amidst mainstream approaches.
What challenges have you faced as an ad filmmaker, and how do you overcome them?
In Pakistan, predicting brand’s demands, feedback, and even the brief is often very unpredictable. You need strong adaptability and mental flexibility to meet the market’s needs while keeping the visual and story elements creative. Challenges like limited budgets, ever-changing technical requirements, logistics, and lack of industry standards are common, but I overcome these obstacles through innovative storytelling, resourcefulness, and building strong industry connections. However, I believe things are changing a lot for the better now.
What do you think sets a successful ad campaign apart from others?
A successful ad campaign stands apart through its concept, visual scenarios, and copy. A discerning perspective, coupled with innovative storytelling and a unique visual approach, is crucial to creating exceptional work. Always strive for perfection, as mediocrity can never create a masterpiece. Celebrity endorsement can be a factor, but it’s not the key to a successful campaign. The real focus should be on brand and consumer insights—understanding what the brand wants to convey and finding captivating ways to communicate it. Collaboration and shared understanding are essential, as the merging of diverse perspectives, talents, and expertise yields a dynamic outcome that resonates deeply with target audiences.
How do you approach the creative process for a new ad?
By redefining the fine line between ‘what is created’ and ‘what is left to be created,’ we open up a new realm of creative possibilities. The creative process for a new ad is about challenging conventional limits and rethinking the process itself. The magic lies in exploring the gaps, the spaces yet to be filled, and the unanswered questions. It’s in these uncharted territories that the most innovative and impactful ideas emerge.
What are the key elements you focus on to make an ad memorable and impactful?
Hard work and perfection. Hard work drives the dedication needed to understand the brand and its audience and to ensure every detail aligns with the overall vision. Perfection is about refining each element—from script to visuals to the final product—until it resonates and leaves a lasting impression.
Could you share how you conceptualize ideas that resonate with diverse audiences?
I start by visualizing the ad as a filmmaker, then shift perspectives to see it through the audience’s eyes, imagining how they would receive each visual. Conceptualizing involves balancing my creative vision with the audience’s expectations, as well as focusing on artistic and technical needs, and the narrative itself.
Who are some of the filmmakers or creators who inspire your work?
Steven Spielberg for his range in narrative storytelling and Stanley Kubrick for his meticulous craftsmanship and visual flair.
How do you think the ad filmmaking industry has evolved over the past few years?
Ad filmmaking is evolving at a rapid pace, but only a few impactful ads stand out. These standout campaigns create a ripple effect, sparking competition and raising expectations for other filmmakers and agencies. Many campaigns follow traditional formulas, which can make much of the advertising landscape feel predictable and repetitive.
What trends do you see shaping the future of ad filmmaking?
The ad film industry is experiencing rapid transformation driven by technological innovations, changing consumer behaviors, and new tools. We’re likely to see a surge in immersive storytelling, with technologies like VR and AR transporting viewers into brand experiences. AI-powered tools in production and post-production will also become increasingly important as the industry evolves.
How do you ensure your work reflects cultural sensitivity and authenticity?
By prioritizing originality. For me, originality means being unique, creative, and innovative.
Which ad campaign of yours are you most proud of, and why?
The recent TVC for Lake City, starring Mahira Khan and Fawad Khan, is a personal favorite. This project required shifting real estate advertising from a direct, amenity-focused approach to a 360-degree, thematic visual storytelling style. Our goal was to tell an elegant, charismatic story through each meticulously crafted frame, and the overwhelmingly positive response has been incredibly rewarding.
Another favorite is the Hanif Jewellers ad film, which featured a distinctive concept shot in nature. This project stood out for its attention to detail and elegance, requiring a delicate balance between artistry and precision.
Then there’s “Bachi Bari Khush Rahey Gi,” the famous ad film for Mughal Steel, and many others that are close to my heart.
What advice would you give to aspiring ad filmmakers?
To aspiring ad filmmakers: There’s a world beyond YouTube references and stock videos—so no more chappa (copying). Never stop learning; keep exploring, and be persistent. The industry is competitive, but with hard work, passion, and originality, you can leave a lasting mark.
Are there any upcoming projects or collaborations you’re particularly excited about?
I’m really excited about my upcoming project, ‘Akram: An Era’, a biopic on the life of cricket legend Wasim Akram. It’s a true honor to work on a project dedicated to my all-time favorite cricketer and a great friend. This opportunity feels incredibly special, and I’m looking forward to bringing his incredible journey to the screen.
What’s your favorite part of the filmmaking process?
That satisfying moment of saying, “Cut!”
One skill every ad filmmaker should master?
Stop selling ad films—start selling solutions.
A dream brand or product you’d love to create an ad for?
When I start working on a project, it becomes my dream project. For me, the idea matters more than the brand. However, I would love to create something for Ferrari.
Your go-to source of inspiration when you’re facing a creative block?
Brainstorming with my creative team. When we gather, ideas start flowing, and different perspectives come into play. It’s a collaborative process where everyone shares thoughts without judgment, which often leads to breakthroughs.
A piece of advice you received that’s stayed with you?
“There’s always another way to tell the story—keep searching until your heart says, ‘This is what you need to do,’ regardless of budgets or impossibilities.”
Salma Mudassar of Fashion Boulevard Lahore held her annual multi-designer exhibit to a full house.
