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ARMANI BEAUTY Sajal Aly and Hamza Sohail Define the Art of Quiet Luxury

Some brands speak through extravagance while others leave a lasting impression through restraint. Armani Beauty belongs to the latter.

With the opening of its first boutique in Lahore at Dolmen Mall, the Italian beauty house introduced Pakistan to a world where sophistication is expressed through simplicity, craftsmanship and timeless elegance. The launch represented another significant milestone in the country’s rapidly expanding luxury beauty industry and further strengthened Pakistan’s place on the international beauty map.

To celebrate the occasion, Armani Beauty welcomed two of Pakistan’s most admired actors, Sajal Aly and Hamza Sohail, whose refined personal style reflected the philosophy that has defined Giorgio Armani for generations.

Sajal Aly delivered one of the evening’s strongest fashion moments in a custom black ensemble by Mo by Mohsin Tawasuli. The structured silhouette, delicate detailing and fluid proportions perfectly balanced contemporary design with understated elegance. Styled with sleek hair by Mamoon Tariq, minimal accessories and softly luminous makeup, every element remained true to Armani’s belief that confidence is the finest expression of beauty.

Alongside her, Hamza Sohail embraced classic tailoring in a sharply cut pinstriped double breasted suit that celebrated clean lines and effortless masculinity. His polished appearance complemented Sajal beautifully, creating a visual partnership that reflected the timeless sophistication associated with the Armani name.

Throughout the evening, guests explored Armani Beauty’s signature fragrances and luxury beauty collections while experiencing the brand’s refined retail concept for the first time in Pakistan. The boutique itself reflected the quiet elegance for which Giorgio Armani has become internationally recognised, allowing visitors to immerse themselves in an environment where every detail celebrated modern luxury.

Beyond the glamour, the evening represented something much larger than fashion. The arrival of Armani Beauty signals the continued evolution of Pakistan’s luxury retail landscape. It demonstrates that global beauty houses now recognise the country’s growing appreciation for authentic premium experiences and its increasingly influential community of fashion conscious consumers.

Sajal Aly and Hamza Sohail became the perfect ambassadors for this milestone, proving that true elegance never demands attention. It naturally commands it.

The opening of Armani Beauty in Lahore marks the beginning of an exciting new chapter where international heritage, exceptional craftsmanship and Pakistani talent come together to celebrate beauty in its purest form.

Event Credits

The Armani Beauty Pakistan launch was brought to life by Clout Cloud Social, led by Raja Myer Sarfraz, with Umer Khan overseeing fashion communications and helping curate the event’s luxury image through thoughtful creative direction and brand storytelling. Photography by Abdul Mutaal Sani

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In GT Feature

YSL BEAUTY Hania Aamir Ushers in a New Era of Luxury Beauty

Luxury beauty found a new home in Lahore as YSL Beauty officially opened its first boutique in the city at Dolmen Mall, introducing one of the world’s most celebrated beauty houses to Pakistan. The launch marked more than the arrival of another international brand. It reflected the growing confidence global luxury labels have in Pakistan’s evolving beauty landscape and in consumers who appreciate authentic prestige experiences.

The evening unfolded with elegance from the very first moment. Every corner of the boutique reflected the unmistakable identity of Yves Saint Laurent. Sleek interiors, iconic fragrances, couture inspired beauty displays and carefully curated experiences transported guests into the glamorous world of Parisian luxury while remaining firmly rooted in Lahore’s thriving fashion scene.

Adding undeniable star power to the launch was Hania Aamir, whose presence transformed the evening into one of the most talked about beauty events of the year. As one of Pakistan’s most influential celebrities, Hania embodied the youthful confidence and effortless glamour that define YSL Beauty today.

Dressed in an all black Yves Saint Laurent ensemble, she demonstrated how timeless tailoring can feel modern, powerful and undeniably chic. Her confident presence, effortless posing and natural connection with the audience elevated every frame captured throughout the evening. She did not simply attend the launch. She became its defining face.

Guests from the worlds of fashion, media, entertainment and digital content gathered to celebrate the arrival of a brand that has shaped the global beauty industry for decades. The atmosphere reflected the excitement surrounding a historic milestone, giving attendees the opportunity to experience YSL Beauty’s celebrated fragrance and makeup collections through an immersive luxury setting.

The launch also highlighted Pakistan’s growing position within the international luxury market. For years, beauty enthusiasts travelled abroad to purchase authentic YSL Beauty products. The opening of an official boutique now brings that same experience home while strengthening confidence in Pakistan’s premium retail industry.

As the evening drew to a close, one thing remained clear. This was not simply the opening of a beauty boutique. It represented a new chapter where international luxury meets local influence, proving that Pakistan is ready to stand alongside leading luxury destinations in the region.

With Hania Aamir leading the celebration, YSL Beauty’s arrival in Lahore became an unforgettable statement of fashion, beauty and global sophistication.

Event Credits

The YSL Beauty Pakistan launch was conceptualised and executed by Clout Cloud Social under the leadership of Raja Myer Sarfraz, with fashion communications led by Umer Khan, whose expertise helped shape the event’s refined visual identity and luxury positioning. Photography by Abdul Mutaal Sani

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In GT Feature

ZARA RAZA In Conversation with Founder & Head of PR Strategy, WeChaos

ZARA RAZA Interview

From reshaping how brands tell their stories to building one of Pakistan’s most dynamic PR and creator marketing agencies, Zara Raza has redefined modern communications. As Founder & Head of PR Strategy at WeChaos, she believes impactful storytelling is not just publicity it is what turns brands into conversations.

In this exclusive interview, she shares the vision, challenges, and strategies behind creating campaigns that truly connect.

You’ve spent over a decade in the communications industry. Looking back, what has been the biggest lesson these ten years have taught you?

That the only constant in communications is change and human nature. Platforms will evolve from Facebook to TikTok to whatever AI serves us next, but the core psychological triggers that make people care, share, and trust remain exactly the same. Oh, and never fall in love with your own strategy; the internet will rewrite it for you by noon.

What inspired you to establish WeChaos, and what gap in the PR and digital marketing industry were you hoping to fill?

The industry was suffering from “copy-paste syndrome” cookie-cutter packages and boring press releases. We founded WeChaos because markets are unpredictable. We don’t just manage the chaos; we weaponize it creatively.

PR today is much more than sending press releases. How would you define modern public relations in the age of creators and social media?

It’s the art of strategic storytelling in a 24-hour attention economy. It’s no longer about pushing a monologue through a megaphone; it’s about starting a dialogue in the comments section.

Having worked with brands like Samsung, Nurpur, OPA, Alfatah, Taminzo, Jade and Radiance, what do successful brands consistently have in common?

They have a backbone. From global giants like Samsung to local icons like Nurpur, successful brands know exactly who they are—and who they aren’t. They don’t try to please everybody.

Every campaign comes with its own challenges. Can you share one project that truly pushed you out of your comfort zone and what it taught you?

Managing a massive, unexpected digital backlash for a major client over a holiday weekend. We had to pivot our entire strategy in under two hours. It taught me that true PR leadership is about being the calmest person in the storm.

Many businesses confuse marketing with PR. How do you explain the difference, and why should brands invest in both?

Marketing is you telling someone at a party, “I’m rich and good-looking—buy me a drink.” PR is when three other people whisper to them, “Hey, that person over there is brilliant.” Marketing drives the transaction; PR builds the relationship.

How do you decide whether a creator or influencer is the right fit for a campaign beyond just follower count?

Follower count is just vanity math. I look for cultural alignment and engagement quality. Give me a micro-influencer with 20k fiercely loyal fans over a mega-celebrity whose followers just drop generic emojis.

In today’s digital-first world, what are the biggest mistakes brands make on social media?

Blindly hopping on every viral TikTok trend when it doesn’t fit their identity (pure cringe), and treating social media like a one-way billboard instead of a two-way conversation.

As a woman leading a communications agency, what challenges have you faced, and how have they shaped your leadership style?

Early on, it was earning a seat at tables dominated by old-school mindsets. It shaped my leadership style into one that values empathy and radical candor. I don’t hire “yes-men”—I hire disruptors.

AI, content creators and changing algorithms are transforming the industry. Where do you see PR heading over the next five years?

AI will automate the mundane data work, freeing us up to do what AI can’t: human-centric emotional strategy. The lines between PR, entertainment, and tech will completely blur.

What advice would you give to young professionals hoping to build a successful career in PR and brand communications?

Develop thick skin and a relentless curiosity. Read everything from global politics to local memes. You cannot cultivate public relations if you don’t actually understand the public.

What’s next for WeChaos, and what exciting projects or goals can we expect in the near future?

We are expanding our experiential PR wings to create immersive, cross-border campaigns. We have a few disruptive launches lined up that will challenge how brands interact with consumers. We’re about to cause a lot more beautiful chaos.

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In Feature

A Pre-Eid Pamper Date at Mariam Khawaja Salon

With Eid just around the corner, we decided to treat ourselves to a much-needed manicure, pedicure and blow dry session at Mariam Khawaja Salon and it turned out to be the perfect pre-Eid escape.

From the moment we stepped inside, we were welcomed by an elegant space that felt both luxurious and inviting. The salon’s stunning interiors, adorned with vintage-inspired décor, sparkling chandeliers and beautiful outdoor courtyards, created a calm and sophisticated atmosphere that instantly put us at ease.

What truly stood out, however, was the salon’s commitment to cleanliness and hygiene. Every station was impeccably maintained, tools were properly sanitized, and the entire space reflected a level of care that made the experience feel both comfortable and reassuring.

Our manicure and pedicure services were carried out using high-quality products, with the staff paying close attention to every detail. Professional, warm and incredibly helpful, the team ensured we felt relaxed throughout our visit. To complete the experience, we opted for a blow dry that left our hair looking polished, voluminous and Eid-ready.

More than just a salon appointment, it felt like a lovely little spa date; a few hours of self-care, laughter and relaxation before the festive rush began. If you’re looking for a beauty destination that combines elegance, exceptional service and impeccable hygiene, Mariam Khawaja Salon is certainly worth a visit.

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In Best Moments

“Honouring the land”

Waqas Khan Tamgha-e-Imtiaz

Waqas Khan, who hails from district Okara, does us all proud, says Jugnu Mohsin, Waqas’ neighbour and friend

Waqas Khan has been honored with the prestigious Tamgha–e-Imtiaz by the Government of Pakistan, awarded by the President of Pakistan and presented by the Governor of Punjab, in recognition of his outstanding contribution to art and his role in representing Pakistan internationally through his artistic practice. This national honor celebrates his continued dedication to expanding the presence of Pakistani contemporary art on the global stage and acknowledges his contribution to culture, creativity, and artistic excellence.

Waqas Khan’s large-scale minimalist drawings are contemplations that leave visible evidence on paper. Khan employs small dashes and minuscule dots to create large entanglements where two particle-sized units converge, dissipate, or displace. Despite this tension, they maintain a rhythmic harmony: the forms and marks sync no matter how far apart they are.

 

This quest for depicting notions of unity and togetherness—with all their beautiful incongruencies and vulnerabilities, while acknowledging the wonder of magnanimous totality—is what fuels Khan’s exploration of space and time. His displays are pristine and meticulously curated; it is through carefully designing his spaces in accordance with scale, color, and measured lighting that Khan’s works acquire an experiential quality. As the works perform within curated environments, the drama inherent in his exhibitions emerges, inviting viewers into moments of stillness, reflection, pathos, and catharsis through primordial forms constructed with the simple tip of his pen.

 

His recent exhibitions include Take Up, Take a Breath at the Irish Museum of Modern Art, curated by Mary Cremin; In the Night at Saudi Arabia Museum of Contemporary Art; and Fear Nothing, She Says at the National Museum of Sculpture curated by Rosa Martínez. Other major exhibitions include Doublethink: Doublevision at the Pera Museum, curated by Alistair Hicks, Tania Bahar, and Begüm Akkoyunlu; Decor at Villa Empain curated by Tino Sehgal, Dorothea von Hantelmann, and Asad Raza; Between Structure and Matter: Other Minimal Futures at Aicon Gallery curated by Murtaza Vali; and the Dhaka Art Summit curated by Diana Campbell-Betancourt.

In 2013, he was shortlisted for the prestigious Jameel Prize at the Victoria and Albert Museum.

 

Waqas Khan’s works are held in renowned public and institutional collections including the British Museum, the Victoria and Albert Museum, the Deutsche Bank Collection, the Kiran Nadar Museum of Art, the Devi Art Foundation, Saudi Arabia Museum of Contemporary Art, Manchester Art Gallery, and the The Whitworth, among others.

Waqas Khan is also the co-founder of Nathuu, a social initiative dedicated to bringing art education and creative engagement to children across Pakistan, particularly those from difficult socio-economic backgrounds.

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In GT Brides

A Match Made in Style Alina Ashfaq & Yahya’s Wedding Glamour

Style Alina Ashfaq & Yahya’s Wedding Glamour

“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

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In GT Feature

A YEAR OF LOVE Celebrating the Best Photographers, Makeup Artists, Stylists, Designers, and Jewelers

Celebrating the Best Photographers

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

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