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.”
Outfit: Nadine Merabi
Outfit: Sania Maskatiya
Saree: Aneeka Ruknuddin
Kaftaan: Ammara khan
Outfit: Shehla Chatoor
Saree: Lajwanti
Salma Mudassar of Fashion Boulevard Lahore held her annual multi-designer exhibit to a full house.
Rooted in the timeless elegance of traditional craftsmanship, Naaz-e-Ulfat, draws you into a world where each stitch speaks of devotion and artistry. A collection that mirrors the delicate allure of romance through artisanal techniques that once adorned royal wardrobes.
Reviving heritage with a modern lens, Naaz-e-Ulfat showcases gotta work and intricate hammer work that echoes the rhythm of age-old ateliers. The luminous muqaish glistens like moonlight, while chatta patti storytelling intricately binds tradition and splendor.
The palette is a harmonious medley: pastels like lemon, tea pink and mint green evoke the serenity of spring, while bold shades of orange, gold and royal blue capture the vibrant warmth of celebration.
More than a collection, Naaz-e-Ulfat is a love letter to heritage, where timeless beauty, artistry and romance converge to honour life’s most cherished moments.
Featuring: @celina_arif @thesamanmalik
Styling: @yash645
Photography: @tajwarmunir
Makeup: @saad.samie
Jewellery: @farhatalijewellers
Fatima Ashar, the visionary behind the acclaimed fashion house Fatima Ashar Official, has carved a niche in couture that combines elegance with innovation. Known for her meticulous attention to detail and a keen eye for timeless fashion, Fatima’s creations embody sophistication and individuality. Her collections reflect a deep passion for high-quality craftsmanship and a modern interpretation of traditional aesthetics, making her one of the most sought-after designers in the industry. Fatima Ashar continues to inspire with every piece, bringing her artistic vision to life and setting new trends in luxury fashion.
Tell us about your journey into couture. What inspired you to specialize in bridal and formal wear?
I’ve always been drawn to heritage craftsmanship and traditional techniques and bridal couture felt like the perfect way to celebrate that artistry. Creating bespoke pieces for such significant moments allows me to blend tradition with modern design, making each bride’s experience uniquely special.
How would you describe the aesthetic and philosophy behind your designs?
My designs are deeply rooted in the celebration of heritage craftsmanship, with a strong focus on floral patterns and animal motifs. I love bringing these elements to life through intricate hand-painted designs, blending tradition with modernity. My philosophy is to create pieces that tell a story, capturing the beauty of nature and art while preserving the elegance of timeless craftsmanship.
Your bridal collections are known for intricate craftsmanship. What makes your designs stand out from others in the industry?
What sets my bridal designs apart is the level of customization we offer. Each piece is tailored to reflect the bride’s unique vision, allowing her to be part of the design process. From intricate hand-work to personalized details, we create one-of-a-kind outfits that blend tradition and individuality, ensuring every bride feels truly special on her big day.
Walk us through your creative process. How do you go from an idea to a final couture piece?
Inspiration can come from anywhere, a beautiful landscape, a color palette in nature or even something I come across while scrolling through social media. Once something catches my eye, I start by sketching out initial ideas and experimenting with patterns or motifs. From there, I collaborate with my team to select fabrics, colors and embellishments that bring the vision to life. Every step, from the first sketch to the final stitch, is carefully thought out to ensure the design feels cohesive and unique.
Do you have a favorite collection or a particular piece that holds special meaning for you? Why?
My latest collection, Naaz-e-Ulfat, holds a special place in my heart. It came after one of the toughest years of my life and I was able to channel all that emotion and energy into creating something truly beautiful. Each piece represents resilience, love and a deep connection to my craft, making this collection not only my favorite but also incredibly meaningful on a personal level.
Bridal wear trends are always evolving. What trends do you think will define the upcoming wedding season?
For me, trends are all about what my brides desire when curating a special outfit for their big day. Whatever makes them feel comfortable and beautiful is what I focus on. Whether it’s a specific color palette, unique cuts or intricate details, I work closely with each bride to bring her vision to life. Ultimately, it’s about creating something that reflects her individuality and makes her feel truly special.
How do you balance tradition and modernity in your designs, especially when creating bridal outfits?
I always prioritize traditional craftsmanship techniques like zardozi, marori, vasli work and even chattapatti in my designs. However, I love blending these with contemporary elements, especially in color palettes and cuts. Each collection allows brides to celebrate their heritage while expressing their personal style. It’s all about creating outfits that feel timeless yet fresh, making each bride’s experience truly special.
What role do fabrics and embellishments play in the identity of your brand? Any favorite materials you prefer to work with?
Fabrics and embellishments are at the heart of my brand’s identity. I work with a variety of materials but I often find myself drawn to raw silk, net and tissue for their beauty and versatility. Intricate handwork and fine detailing are essential to my designs, as they bring each piece to life and showcase the craftsmanship I value. Ultimately, it’s about using quality materials to create unique, luxurious pieces that resonate with brides.
Can you share a memorable experience from working with a bride? How do you ensure the bridal look reflects her personality?
Each bride is special to us since we offer full customizations. Every bride walks into our studio with a unique vision and leaves with the dress of her dreams. We guide them in choosing the right fabrics and shades, ensuring that every detail aligns with their preferences and personality. It’s incredibly rewarding to see each bride’s excitement as she tries her dream bridal, knowing we’ve helped her bring her vision to life.
What challenges do you face as a couture designer in Pakistan, and how do you overcome them?
As a couture designer in Pakistan, one of my biggest challenges is sourcing high-quality materials and skilled artisans familiar with traditional techniques. I overcome this by building strong relationships with reliable suppliers and constantly exploring new innovations in the industry, ensuring my designs remain relevant while honoring our heritage.
Your jewelry business, Kundun.co, complements your couture work beautifully. How do both ventures inspire each other?
My jewelry business, Kundun.co, lets me play with different gemstones and unique designs, adding a fresh layer to my creativity. While couture is all about fabric and silhouette, jewelry focuses on showcasing the beauty of stones and intricate details. This balance between the two inspires me daily, allowing me to create pieces that complement each other beautifully.
With increasing international exposure, do you have plans to expand your couture or jewelry brand globally?
Absolutely! With the increasing international exposure from my exhibitions in Dubai, Doha and the USA, I’m excited to expand my couture and jewelry brands globally. I already have an international clientele that appreciates our craftsmanship, and I look forward to reaching even more customers who resonate with my aesthetic.
What advice would you give to aspiring designers wanting to enter the world of bridal and formal couture?
My advice is to find your own personal aesthetic and stay true to it. It’s essential to experiment and evolve your style but maintaining a core identity will help you stand out in a competitive market. Focus on honing your craft, understanding fabrics and techniques and listening to your clients. Remember, the best designs come from a place of passion and authenticity, so let that shine through in every piece you create.
Lastly, what can we expect from your upcoming collections? Any exciting projects or collaborations on the horizon?
In my upcoming winter collection, you can expect a stunning selection of heritage pashmina shawls, including Shikargarh and Sui Jama, alongside elegant winter silhouettes perfect for layering. I’m excited to unveil this collection soon, and there’s a special showcase in the works that I can’t wait to share with everyone.