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In GT Interview

In conversation with SOFIA BADAR Weaving Heritage into Modern Elegance

SOFIA BADAR

In a world where trends shift overnight, Sofia Badar has built a name on timelessness. Since officially stepping into the fashion industry in 2007, she has steadily evolved into one of the most distinct voices in Pakistan’s luxury pret and formal wear space.

Known for her heirloom-worthy craftsmanship, fluid femininity, and a design philosophy rooted in slow fashion, Sofia creates garments that are not just clothes, but stories — pieces that women carry with them as part of their personal histories.

In this exclusive conversation with Good Times Magazine, the designer opens up about her journey, inspirations, challenges, and the philosophy that sets her brand apart.

Journey & Inspiration

Sofia, tell us about your journey into fashion — when did you first know this was the path for you?

I formally stepped into fashion in 2007, but the seed was sown long before. I grew up surrounded by a love for textiles, craft, and tradition. Designing wasn’t just a choice — it was the most natural extension of who I am.

What inspired you to start your own label, and how has the brand evolved since its inception?

I wanted to create pieces that felt timeless yet relevant — garments that become part of a woman’s personal history. Over time, the brand has evolved from bespoke bridals into a label known for luxury pret and heirloom-worthy formals, while still holding on to that same emotional connection.

Who were your biggest influences growing up, and do they reflect in your work today?

I deeply admired designers like Bunto Kazmi, Umar Sayeed, and Faiza Samee — masters of craft who told stories through fabric. Their ethos of respect for tradition and detail is something I consciously weave into my own work.

Design Philosophy & Aesthetic

How would you describe your design philosophy in three words?

Heirloom. Slow Fashion. Heritage Craftsmanship.

Pret luxury and formals are your forte — what draws you to these categories specifically?

They’re the perfect space between tradition and modernity. Luxury pret and formals allow me to experiment with silhouette and detail while still creating pieces that mark life’s most important moments.

What elements do you believe make your brand’s pieces instantly recognizable?

A mix of refined detail, fluid femininity, and a sense of poetry in the way fabrics fall. My pieces are designed to feel luxurious but also deeply personal — you recognize them by the way they make you feel as much as by how they look.

Craft & Collections

Can you walk us through the process of creating a new collection, from concept to runway/showroom?

For me, it begins as an image in my head — a color, a silhouette, or even a fleeting memory. From there, it’s about building layers: choosing the fabric, sketching, experimenting with embroideries, adding or subtracting textures, trinkets, and details until the final garment matches the vision. Every collection is a journey of editing and refinement until the story feels whole.

What fabrics and techniques do you love experimenting with the most?

I gravitate toward pure silks, airy chiffons, and organzas — fabrics that carry both structure and movement. In terms of craft, hand embroidery remains my favorite playground; it’s where tradition meets modern design.

Which collection or piece do you feel best represents you as a designer?

Every collection has a part of me woven into it. But the ones that linger in my heart are those where heritage meets a modern edge — they feel like the truest reflection of my creative spirit.

Clients & Fashion Industry

How do you balance commercial appeal with creativity in your designs?

That balance is the eternal challenge. I focus on staying true to my creative instincts while keeping a pulse on what my clients actually want to wear. For me, commercial viability never means compromise — it means finding beauty in functionality.

Who is the Sofia Badar woman? How would you describe her style and personality?

She’s confident, elegant, and self-aware. She dresses to honor herself, not trends. Her style is an effortless mix of grace and strength — she knows her worth and chooses pieces that echo it.

With Pakistan’s fashion scene growing rapidly, what sets your brand apart from others in luxury pret and formals?

I don’t chase fast fashion or momentary trends. My brand is about timeless heirloom quality — pieces that outlive a season and become part of a woman’s story. That commitment to slow, soulful fashion sets me apart.

Challenges & Growth

What has been the biggest challenge you’ve faced as a designer in this industry?

For me, the greatest challenge has been marketing creativity — translating deeply personal work into something that speaks to a wider audience while staying authentic. It’s a delicate dance of vulnerability and visibility.

How do you deal with the pressure of trends while staying true to your brand identity?

I listen, but I don’t follow blindly. Trends may inspire detail, but the foundation of my work is always heritage and timelessness. That grounding makes it easier to filter out the noise.

Where do you see your brand in the next five years — locally and globally?

I see it anchored firmly in Pakistan but with a strong international footprint — capsule collections, collaborations, and global showcases that carry the essence of our craft to new audiences.

Personal Touch

What’s a day in your life like outside of the studio?

Outside the studio, my day is about balance — early mornings in the gym, cooking for my loved ones, long walks, and quiet time with my son. My life is built on structure, but it’s also filled with rituals of joy and gratitude.

Do you have a personal favorite outfit from your own collections that you wear on repeat?

Yes — a classic ivory silk tunic with hand embroidery. It’s versatile, timeless, and reminds me of why I started: to create beauty that lives beyond occasions.

If you weren’t a designer, what career do you think you would have pursued?

A chef, without a doubt. Cooking and feeding people is one of my love languages. For me, design and food share the same essence: creation, nurture, and memory.

Style & Advice

What’s one fashion rule you swear by — and one you love breaking?

Rule I swear by: invest in quality over quantity.

Rule I break: wearing “occasion wear” on ordinary days — every day is worth celebrating.

What advice would you give to young women aspiring to enter the fashion world?

Don’t chase instant recognition. Learn your craft, respect your journey, and let your voice evolve. Fashion is not just about clothes — it’s about storytelling, and the most powerful stories come from authenticity.

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In GT Interview

EMPOWERING BEAUTY, TRANSFORMING LIVES A Conversation with Masarrat Misbah & Redah Misbah

Masarrat Misbah & Redah Misbah

Masarrat Misbah

the visionary CEO of Depilex and the founder of Depilex SmileAgain Foundation, has redefined beauty beyond aesthetics—using it as a tool for empowerment. Through her foundation, she has given a new lease on life to acid attack survivors, helping them reclaim their confidence and dignity. Alongside her, Redah Misbah, the director of Depilex, carries forward the legacy of innovation and excellence in the beauty industry. Together, they continue to inspire with their passion, resilience, and commitment to making a difference.

In this exclusive conversation, we delve into their journey, challenges, and the impact of their work in shaping lives and redefining beauty in Pakistan.

You’ve been a pioneer in Pakistan’s beauty industry for decades. What inspired you to start Depilex, and how has the journey been so far?

When I started Depilex over four decades ago, my vision was simple: to create a space where women could not only enhance their beauty but also gain confidence and independence, as I always say a space through which they not only look beautiful but also feel beautiful. At that time, the beauty industry in Pakistan was non existent, and there were rare professional training opportunities available. I wanted to change that.

The journey has been incredible. It wasn’t easy, it was an uphill task that I had taken upon myself, one that was filled with challenges, but also deeply rewarding. From a single salon to the largest nationwide network of salons in Pakistan, Depilex has become a household name. But more than that, it has empowered thousands of women by providing them with skills, careers, and financial independence. That, to me, is the true success of Depilex.

How has the beauty industry evolved in Pakistan since you started, and how has Depilex adapted to these changes?

Over the years, I’ve witnessed a massive transformation—where as the community was not considered an industry as it is today. Not only that but it is now recognized as both an art and a science, with international standards, advanced techniques, and greater awareness among consumers.

Depilex has always stayed ahead of these changes. We introduced professional training programs, brought international certifications to Pakistan, and continuously upgraded our services to match global trends. Our focus has always been on innovation, skill development, and ensuring that beauty is not just about looking good but also feeling empowered.

Your work with the Depilex SmileAgain Foundation has changed so many lives. What moment in this journey has been the most emotional or impactful for you?

Every survivor’s journey is deeply emotional. One of the most heartbreaking moments in my journey was meeting a young girl at Jinnah Hospital, a victim of an honor attack. Her entire body was burned by her own brother, and I was devastated to see the pain she endured. But what truly shook me was the strength in her eyes; when she saw me, she said, “I will work with you at your salon once I get better.”

I arranged everything for her treatment, but tragically, she passed away before it could happen. That moment stays with me. However, what gives me hope is seeing survivors rise again—many now work at our salons, have remarried, or run their own ventures. Watching them rebuild their lives after unimaginable suffering is what keeps me going. Their resilience is the true definition of beauty.

Running a successful business and an NGO must be challenging. How do you balance both roles?

Balancing a successful business and an NGO is undoubtedly challenging, but for me, both are deeply connected. Depilex is about beauty and empowerment, and Depilex SmileAgain Foundation is about restoring dignity and confidence to those who have lost it. I don’t see them as separate responsibilities but as two parts of the same mission.

Of course, it requires immense dedication and a strong team that I am very grateful to have. My daughter Redah Misbah who runs the salons network now is always there at every step of the journey. At the end of the day, the impact we create, whether through beauty or rebuilding lives, makes every challenge worthwhile.

What advice would you give to young women who want to pursue entrepreneurship in the beauty and wellness industry?

My advice to young women aspiring to enter the beauty and wellness industry is simple: believe in yourself and give your 100%, never compromise on quality and never give up. Success doesn’t happen overnight, but with passion, perseverance, and a clear vision, you can carve your own path.

The beauty industry is constantly evolving, so stay updated, keep learning, and embrace innovation. And remember, true beauty is about empowerment, not just for yourself, but also for those around you.

What does beauty mean to you beyond makeup and styling?

To me, beauty goes far beyond makeup and styling. It’s about confidence, being kind to yourself, and the way you carry yourself. We all have heard true beauty comes from within, I truly believe that. Over the years, I’ve seen that beauty isn’t just about appearances; it’s about how you make people feel. Whether it’s through helping someone regain their confidence, empowering women with skills, or simply spreading positivity, beauty is about creating an impact. When you feel beautiful from the inside, it naturally reflects on the outside. That’s the kind of beauty that truly lasts.

You are known for empowering women, both through your business and your foundation. What motivates you to continue this mission?

What motivates me is the strength and resilience of the women I meet every day. Whether it’s a young girl pursuing her dreams in the beauty industry or a survivor rebuilding her life, their courage inspires me to keep going. I have always believed that empowered women create empowered communities. When a woman gains confidence, financial independence, or simply a sense of self-worth, it creates a ripple effect. Seeing these transformations; women standing on their own feet, running businesses, and supporting families is what drives me. My mission has always been to help women not only look beautiful but feel beautiful, inside and out.

What legacy do you want to leave behind in the beauty industry and in social work?

I want to leave behind a legacy of empowerment, integrity, and transformation; one that continues to uplift women long after I’m gone. In the beauty industry, my goal has always been to set new standards by ensuring high-quality, Halal products that cater to Pakistani women’s needs while staying true to our values.

Through my social work, I hope to create a world where survivors are not just helped but truly rehabilitated; where they regain confidence, independence, and purpose. If my work can continue to inspire women to rise above challenges and claim their rightful place in society, that would be my greatest achievement.

Redah Misbah

Growing up with such an inspiring mother, how has her journey influenced your career choices?

Growing up with my mother, Masarrat Misbah, was nothing short of inspiring. Watching her transform the beauty industry while dedicating her life to empowering women shaped my perspective from an early age. Her resilience, compassion, and ability to balance business with social impact instilled in me a deep sense of purpose. It wasn’t just about makeup or salons, it was always about making people feel beautiful and confident inside and out.

What has been your vision for Depilex since taking on the role of Director?

My vision for Depilex has always been to build upon the incredible foundation my mother created while evolving it to meet modern beauty standards whether it’s through the state of the art services we offer, the franchise model we have made available for our 84 locations, the policies we make for our 1500+ employees or the internationally accredited education we impart to work force and students. I want Depilex to not only remain the leading beauty institute and salon in Pakistan but also to set new benchmarks in innovation, inclusivity, and professional excellence. Most importantly, I want Depilex to continue empowering women.

How do you see Depilex evolving in the next decade? Are there any new innovations or expansions in the pipeline?

In the next decade, I see Depilex not only expanding its footprint but also revolutionizing the beauty and wellness industry in Pakistan for its clients and talent . We are working on launching mobile aesthetic clinics, bringing high-quality skincare and aesthetic treatments directly to communities that lack access to such services. Additionally, we are digitizing our education and training programs, making beauty education more accessible through online platforms, interactive courses, and virtual masterclasses. We are continuously working on bettering our industries working environment and HR policies for the force. Our goal is to blend innovation with inclusivity, ensuring that Depilex remains at the forefront of beauty, education, and empowerment while continuously evolving to meet the needs of our clients and students.

Many women look up to you as a business leader. What advice would you give to those who want to work in the beauty industry?

My advice to women aspiring to join the beauty industry is simple: be passionate, stay dedicated, and never stop learning. This industry is constantly changing by, and to succeed, you must adapt, innovate, and perfect your craft. Build your skills, understand the science behind beauty, and most importantly, develop a strong work ethic. Surround yourself with people who share and understand your vision and build a team that will support your goals.Success doesn’t come overnight, but if you give your 100%, stay consistent, and believe in yourself, there’s no limit to what you can achieve.

What are some of the biggest challenges you face in your role, and how do you overcome them?

The biggest challenge I’ve been facing in recent years is the instability of our economy, whereas we as a company are fiercely patriotic and optimistic, it’s also important to be realistic. The reality is that the ever changing government policies,  inconsistent support to the community and dealing with officials can be frustrating but again having good advisors and a capable team really helps.

The beauty industry is constantly changing. How do you ensure Depilex remains a trendsetter in Pakistan?

At Depilex, staying ahead means constant growth and learning. We invest in ongoing training for our artists, ensuring they master the latest techniques at the salon front- Attending international beauty events and collaborating with global industry experts allows us to bring cutting-edge trends and technologies to Pakistan. On the business front we continuously push ourselves to better our systems and processes, continuously strengthening our support to branches across the country.

How do you personally define beauty and confidence?

For me, beauty and confidence go hand in hand. Beauty isn’t just about flawless makeup or perfect hair, it’s about how you feel within. True beauty comes from self-acceptance, self-care for one’s mind and body, and embracing individuality.

What is one lesson you’ve learned from your mother that you apply in your work every day?

One of the most valuable lessons I’ve learned from my mother is to lead with purpose and integrity. She has always emphasized that success isn’t just about building a business; it’s about creating impact and empowering others. Every decision I make at Depilex is guided by this principle. Whether it’s ensuring the highest standards in beauty services, uplifting women through education, or expanding our initiatives, I always ask myself: How will this make a difference? Her resilience, passion, and unwavering commitment to her mission continue to inspire me every single day.

Depilex SmileAgain Foundation

Restoring Faces, Rebuilding Lives

Depilex SmileAgain Foundation has transformed the lives of countless burn victims. What was the defining moment that led you to create this initiative?

The defining moment was in 2003, when a young girl with severe burn injuries walked into my salon, covered in a veil. When she removed it, I was shocked and heartbroken, her face was completely disfigured due to an acid attack. When I met her, she said, “Give me a makeover.” Her words shook me to my core. I realized that while I had spent years enhancing beauty, I now had a bigger purpose; to restore it for those who had it taken away so cruelly.

I immediately began arranging her treatment, but I knew she wasn’t alone in this suffering. A few days later, I placed an advertisement in the newspaper, inviting acid burn survivors for help, expecting three or four responses. Instead, 42 women walked into my office. That moment changed everything; it was time to take action, and Depilex SmileAgain Foundation was born.

What are the biggest challenges faced by acid attack and burn survivors, and how does your foundation help them rebuild their lives?

Acid attack and burn survivors face physical, emotional, and social challenges that are unimaginable. The most immediate struggle is the excruciating pain and multiple surgeries they must endure. But beyond that, they face isolation, rejection, and a loss of confidence, as society often sees them as outcasts. Many are abandoned by their families, left without financial support, and stripped of opportunities to rebuild their lives.

At Depilex SmileAgain Foundation, we provide free medical treatment and reconstructive surgeries to help restore their appearance and functionality. But healing isn’t just physical; we offer vocational training, psychological counseling, and job placements to help them regain independence. Many of these women now work in our salons, have remarried, or run their own businesses. Our mission is to ensure they don’t just survive but thrive, reclaiming their dignity and place in society.

Can you share a success story of a survivor whose journey deeply moved you?

There are many stories that have touched my heart, but one that stays with me is that of a girl who was really young when she became a victim of an acid attack; her face was severely burned, and she lost vision in one eye. Abandoned by her family, she had nowhere to go. When she came to the Depilex SmileAgain Foundation, she was broken physically and emotionally.

We arranged for multiple reconstructive surgeries, and with time, she began to heal. She learned hairdressing and makeup artistry, and today, she works as a professional beautician, supporting herself and her family. Seeing her smile, standing on her own feet after so much pain, was a moment of immense pride. Her strength reminds me why we do this work; to give these women a second chance at life, dignity, and independence.

What role does mental health support play in the rehabilitation process, and how does the foundation provide for this?

Mental health support is a crucial part of the rehabilitation process for acid attack and burn survivors. The trauma they endure isn’t just physical, it deeply affects their confidence, sense of self-worth, and ability to reintegrate into society. Many survivors struggle with depression, anxiety, and PTSD, making emotional healing just as important as physical recovery.

At Depilex SmileAgain Foundation, we provide counseling and therapy sessions to help survivors process their trauma and rebuild their confidence. We also foster a supportive community, where they can connect with others who have faced similar struggles. Additionally, vocational training and job placements play a psychological role, giving survivors a renewed sense of purpose and independence.

How can people contribute to the cause and support the foundation’s mission?

Supporting the Depilex SmileAgain Foundation means helping survivors rebuild their lives with dignity and hope. People can contribute by donating to fund life-saving surgeries, medical treatments, and vocational training or by sponsoring a survivor’s treatment or education. Volunteering, especially in medical, psychological, and vocational fields, plays a vital role in their rehabilitation. Spreading awareness about acid violence and advocating for change also helps amplify our mission. Additionally, supporting survivors’ work by hiring or purchasing from them empowers them toward financial independence. Every effort, no matter how small, helps us continue our mission of healing, empowerment, and hope.

What changes need to be made in society and in the legal system to prevent acid attacks and provide justice to survivors?

To prevent acid attacks and ensure justice for survivors, both society and the legal system need significant reforms. Stricter enforcement of laws regulating the sale of acid is crucial, along with severe penalties for perpetrators to deter such crimes. Speedy trials and survivor-centered legal support can help victims receive justice without prolonged suffering.

On a societal level, awareness campaigns are essential to change mindsets and eliminate gender-based violence. Education, especially for women, and economic empowerment programs can reduce vulnerability. More government and private sector support for medical care, rehabilitation, and employment opportunities will help survivors rebuild their lives with dignity.

What future projects or initiatives are in the works for the foundation?

Depilex SmileAgain Foundation is dedicated to expanding its impact and reaching more survivors across Pakistan. We aim to enhance our mental health support programs, introduce further vocational training programs in different sectors for financial independence, and advocate for stricter laws and policies to protect survivors. My team and I played a key role in formulating laws like The Acid Crime Prevention Bill (2011) and The Regulation for Storage, Sale, and Purchase of Acid Rules (2022) in Sindh. As we continue our efforts, we are actively working towards expanding these regulations to other provinces, taking a crucial step toward an acid crime-free Pakistan.

If you could send one message to survivors out there who may feel hopeless, what would it be?

To every survivor out there: You are stronger than what happened to you. Your scars do not define you but your resilience, courage, and determination do. Life may feel overwhelming now, but there is hope, there is healing, and there is a future waiting for you. You are not alone; we stand with you, ready to support, uplift, and help you rebuild. Believe in yourself, take one step at a time, and know that you deserve happiness, love, and a life full of possibilities.

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In conversation with GHANIA AZFAR The Mindful Journey to Holistic Wellness and Inner Peace

Ghania is an internationally certified yoga teacher renowned for expertise in mindfulness and holistic wellness. With a deep commitment to promoting overall well-being, Ghania combines a wealth of knowledge with a compassionate teaching style to guide students on their journey towards physical, mental, and emotional balance. Having trained extensively in various mindfulness techniques and holistic health practices, Ghania empowers individuals to cultivate inner peace and resilience in their daily lives, to experience a transformative journey to wellness that nurtures the mind, body, and spirit. She also holders a degree in Child Psychology and is a Mindful Parenting Expert.

What inspired you to start practicing yoga, and how has your journey evolved over time?

My healing journey began in 2015 when I discovered yoga as a means to manage chronic pain and stress. I was determined to revive my career as a child psychologist and reignite my passion for designing clothes. Yoga became my salvation, and I enrolled in Aliya Agha’s yoga academy to deepen my understanding.

I pursued yoga teacher training to gain independence and fully heal myself. Through yoga, I’ve regained control over my life, alleviated pain, and rediscovered my creative spark.

Today, I’m grateful for yoga’s transformative power and its role in my holistic healing journey.

Can you share a pivotal moment that led you to establish Holistic Yoga Lounge?

During my 200hr Yoga Teacher Training (YTT) course, I experienced a profound shift in perspective. I realized that yoga is not just physical practice, but a holistic way of living. It’s a lifestyle change that encompasses mental clarity, emotional balance, and physical well-being.

As I delved deeper into practice, I felt a strong urge to share this transformative knowledge with others. I saw the potential for yoga to positively impact on the lives of those around me who were struggling with stress, anxiety, and other modern-day challenges.

This realization sparked the idea to establish The Holistic Yoga Lounge in 2020. My vision was to create a serene and supportive space where individuals could experience the profound benefits of yoga and embark on their own journey of holistic transformation.

How has yoga influenced your personal life and well-being?

Yoga has been the catalyst for my healing and transformative journey. It has deeply impacted my physical, mental, and spiritual well-being. I’ve experienced profound calmness, love, and positivity in my life.

Yoga has redefined my purpose and meaning of living. I’ve noticed a significant decrease in stress and anxiety, replaced by boundless energy and positivity. Overall, yoga has been a game-changer, empowering me to live a more balanced, harmonious life.

What is the mission and vision behind The Holistic Yoga Lounge?

The mission behind The Holistic Yoga Lounge is to offer a sacred space for those seeking healing and guidance. Our vision is to support individuals on their physical, mental, and spiritual journeys.

I invite everyone to embark on this transformative path and discover their inner strength. Having experienced the profound benefits for myself, I feel a deep sense of responsibility to share this gift with others. I encourage you to join us for a session and experience the healing power of yoga for yourself.

Could you describe the range of services and classes offered at your center?

At our studio, we offer a holistic experience nurturing body, mind, and spirit. Clients can share their concerns, and I tailor sessions to address their needs. Our services include:

l  Personalized /group yoga classes with relaxation, breathing, stretches, and Hatha yoga

l  Meditation sessions for inner connection and self-awareness

l  Detox plans & weight loss techniques

l  Mindfulness sessions for parents and kids

l  Kids’ yoga sessions

l  Yoga for pain management

We focus on Hatha yoga, mindfulness, pranayama, and meditation for overall wellness, creating a supportive environment for physical, mental, and emotional balance.

How do you ensure a welcoming and supportive environment for women at your studio?

I strive to create a warm and inclusive space for women at my studio. To foster a sense of community, I encourage clients to share their personal experiences, thoughts, and feelings. We support and show compassion for one another, creating a safe and nurturing environment. By doing so, I aim to provide a welcoming space where women can feel comfortable, empowered, and connected.

What aspects of yoga do you find most transformative for physical and mental health?

The philosophy of Yoga offers reflective insights that can simplify life. The mind-body connection is powerful, and negative thoughts can elevate cortisol levels, leading to obesity and disease. However, Yoga has the transformative power to control our thoughts and calm our minds. In just 9 yogic breaths, our physiology shifts, cortisol levels drop, and our body becomes stress-free and ultimately, disease-free. This transformative practice is an excellent way to achieve a balanced and relaxed nervous system, leading to optimal physical and mental well-being.

How do you integrate holistic wellness practices into your yoga teachings?

Integrating holistic wellness practices into yoga teachings creates a comprehensive and enriching experience for students. Incorporating mindfulness and meditation helps cultivate present-moment awareness and inner peace. Breathwork enhances energy flow and reduces stress, and sound healing with mantra breath works creates a calming atmosphere. Energy healing practices like chakra balancing complement physical yoga practice. Stress management tools and lifestyle education on routines and holistic living further enhance well-being. This holistic approach addresses physical, mental, emotional, and spiritual aspects, empowering students to lead healthier, more balanced lives. By integrating these practices, we offer a well-rounded experience that fosters overall wellness and personal growth.

In your opinion, what role does yoga play in promoting overall well-being in today’s fast-paced world?

Yoga plays a vital role in promoting overall well-being by training the body and mind to be stress-free. By incorporating yoga into daily life, one can experience a profound energy shift, leading to a state of contentment and serenity. Ultimately, yoga helps prevent health issues arising from stress, leading to optimal health and wellness.

How has the local community in Qalb14 responded to The Holistic Yoga Lounge since its opening?

The opening of Holistic Yoga Lounge in Y Block DHA has received an overwhelmingly positive response from the Yoga enthusiasts. Students of all ages and backgrounds have been joining monthly sessions and have expressed their excitement and appreciation for such a facility to help them connect more deeply with their yoga practice and embrace holistic wellness. Our studio’s serene ambiance, diverse class offerings, and skilled training has been well appreciated. The encouraging response is a testament to the strong demand for a nurturing, inclusive space where individuals can embark on their wellness journeys.

Can you share any success stories or testimonials from your clients that highlight the impact of your work?

One of my client, who is a 34-year-old executive in a multi-national, had always been swamped with the demands of her high-pressure job, family responsibilities, and personal commitments. This relentless pace left her feeling exhausted and anxious. Traditional fitness routines offered little respite until she discovered the transformative power of yoga. From the first class, she felt an immediate connection with her mind and body.

Over time, yoga became her sanctuary. Mindfulness and breathing exercises seamlessly integrated into her daily routine, leading to reduced stress and heightened focus. Physically, she experienced enhanced flexibility and strength, while emotional resilience blossomed. The practice enabled her to navigate life’s challenges with newfound grace and calm.

Today, she attributes her newfound health, happiness, and inner peace to yoga. It has not only improved her physical well-being but has also deepened her self-awareness and emotional balance.

Do you collaborate with other wellness professionals or organizations to enhance your offerings?

I strongly believe in collaborating with other healers and professionals to give back to society. This synergy benefits clients and professionals alike, promoting a holistic approach to wellness. By working together, we can create a positive impact on a larger scale, fostering growth and learning for all involved. I welcome collaborations and encourage others to do the same.

What are your future goals for Holistic Yoga Lounge?

The plan is to expand class offerings to cater to diverse preferences, enhancing community engagement through workshops and events, and integrating technology with virtual classes and a wellness app. The studio aims to implement sustainability initiatives and offer holistic services like nutrition counseling and energy healing. Additionally, focusing on research, innovation, and global reach through international retreats and online communities will be key.

Are there any upcoming events or programs that you’re particularly excited about?

I am extremely excited to confirm a series of upcoming events, including engaging yoga workshops at schools tailored for kids, fostering mindfulness and physical activity from a young age. Additionally, we will host separate workshops focused on mindful parenting and yoga, providing parents with valuable tools to integrate mindfulness into their family routines. Looking forward to people from all walks of life joining us to embark on an enriching journey of wellness and connection.

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In conversation with RIDA FATIMA The Visionary Behind Season’s Event Management

RIDA FATIMA

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.

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In conversation with Mohsin Naveed Ranjha the remarkable designer

Mohsin Naveed Ranjha

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.

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In conversation with ADDEEL NIAZI the maestro of AD Filmmaking in Pakistan

ADDEEL NIAZI

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.”

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In GT Interview

In conversation with AMINA EJAZ A beacon of strength, resilience and creativity

AMINA EJAZ

A cancer survivor, Amina has transformed her personal battles into a mission to inspire and heal others. As an art teacher and the founder of a dedicated art therapy space for children, she uses the power of creativity to nurture young minds. Beyond the classroom, Amina is also a certified yoga and breathwork instructor, promoting mental and physical well-being through mindful practices. Her story is one of courage, compassion, and empowerment—an inspiring journey of a woman who continues to rebuild, create, and uplift others with unwavering grace.

Can you share the most defining moment of your cancer journey and how it shaped who you are today? 

My most defining moment in this painful journey was when the doctors told me that my treatment had doubled to 16 chemo cycles since my cancer was aggressive and was multiplying within hours. At this point all I had was faith. I had lost every other hope and vision at this point.

Being a single mother comes with its own set of challenges. How do you find strength to balance personal struggles and motherhood? 

Honestly, I am still learning and unlearning everyday. Motherhood,being sick and pursuing my goals are difficult to balance. Some days I’m strong and other days I’m in my safe space reading books. So there are my highs and lows but for me the balance is to embrace them both fully and listen to my mind and body at that time. this body and mind are with me till the end so everything else can wait.

What advice would you give to people facing life-altering hardships?

Id say to hang in there and again embraceit. We belive in divine decree so embrace the pain as yours too. And trust the process that you were choosen to change and grow.

How did art become a therapeutic tool for you, and what inspired you to open an art therapy studio for children? 

Art has been my life source since I was 6 years old. All my life I have formally or informally learned various art forms. Creative expression was my was to share my thoughts and ideas, so for me art was the only way ever. The inspirationtion for the studio was my world , my son Ebrahim. He was 5.5-6 when he was facing fighting parents at home. Right around that timeline I was diagnosed with cancer and was batteling a messy divorce and child coustody case. He was too young to even comprehend what was going on and became silent , he lost his childhood. So during my recovery from treatment I wanted to help him out and every child therapist I went too were a hospital setting which intemidated my kid even more. That’s when I wanted him to express himself through art like I always had. But being a boy child he wasn’t too interested. That’s when I decided to formally train myself as a therapist and as a yoga, meditation and breathwork practionier. And all this lead me to design courses for kids where art is a therapy process.

Could you share a memorable experience where art therapy made a difference in a child’s life? 

Oh !! so many. There is one very close to my heart where a 4.5 year old was suffering from anxiety. As much as it hurt me I was sure that childern are not built to feel these emotions since they are conducive to their environments. Allhumdullilah after 2.5 months of sessions he was able to name what he felt and why he felt so.

What are some of your favorite activities or techniques to help children express their emotions through art? 

I honestly can’t name one. For me the AHAA moment is my favourite where the child recognises themselves and their emotions as separate beings.

Solo traveling is often seen as challenging, especially for women. What drew you to it, and how has it impacted your life? 

Solo travelling was never in my cards, I mean I never even thought of it. Yes iv always loved travelling with family and loved ones. But my childhood friend was persistent for a good 1.5 years that I need to travel solo. I still don’t know what he saw in me but he was sure that ill come out as a more of myself than being defined by the society. So when life was hitting rock bottom that’s when I dared to go solo backpacking for a month internationally. And believe me iv never looked back. We are conditioned to believe that we need people or social setups to survive this life, which is untrue. Your are alone with your thoughts, emotions and feelings. People are there for a little part. So solo travelling made me love myself completely. My confidence, my stability in gait and talk, no rushing things are all beautiful results of my solo travels. And now more than ever I love my company so much that people wonder what is my energy source? Solo travelling is my drug where I reconnect and ground myself.

What message do you share most frequently as a motivational speaker, and how does your personal story resonate with your audience? 

Hold on to your faith and trust yourself. You are here for a purpose, it can be as small as moving a prick from a cat’s paw or as big as making a hospital. My personal story is a huge example of it. Although I’m sure I have multiple purposes to fulfill but I’m sure I’m here to help and give in every possible way I can.

Can you tell us about a place you traveled to that transformed your perspective on life?   

Gosh I can never forget this. So I was going for my first scuba dive in open waters and my instructor ,who id been learning from over a week now , was revising the kinds of fish and sea creatures id possibly encounter there. We gear up and start our decend, its a lot of over whelm at first to be so weightless and silent all of a sudden. About 5 meters down my panic kicks in and I signal him that I need to get out now. He held my arm really tight and with his othe hand knocked at my goggles and signled me to look at his eyes only. Then he signaled me to breath and asked me to turn. And my eyes burts open, I was infrom of a massive beautiful cave of corals and so many fish around me. I tried to touch the fish and corals and again I was signeled not to. I spent a good hour under water went about 10 plus meters and came back on the boat . The 2 lessons I learned and cried over were every soul needs reassurance from the other that’s litrally it. in any relationship reassurance is all that is needed. Thye tinniest fish in the sea has a boundary and a defense mechanacism then how on earth we humans tell our woman to not have any boundaries in the name of marriage?

How did yoga and breathwork become part of your healing journey, and how do they influence your daily life? 

Post cancer was a new aminah that didn’t know this new steroidal body. Yoga breathwork meditation helped me get to a point where I felt ok to exist. Everyday meditation is my staple. I need it to keep myself in check.

What’s the next chapter for you—personally, professionally, or as a mother? 

My next chapter is to flow only. Be so fully accepting of whatever comes my way. And make sure I raise a better man for someone’s daughter.

How do you envision the future of your art therapy studio, and what dreams do you have for the children you work with? 

I see art therapy as a staple in school cirriculms. And the childern who benefit from it need to help one more person in their surroundings is all I ask.

If you could give one piece of advice to your younger self, what would it be?

Love yourself. You are a complete magical universe who doesn’t need any validation externally. And keep forgiving yourself for any and all the mistakes you make. You are human and that is what humans do.

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In conversation with HADIYYA AAZER A Story of Transformation and Inspiration

HADIYYA AAZER

Hadiyya Aazer is no stranger to the world of public relations, but it’s her personal journey that has captivated and inspired countless women. Known for her jaw-dropping weight loss transformation, Haadiya has become a beacon of motivation for those striving for self-improvement and wellness. Beyond her work in PR, she has expanded her influence into the beauty industry with the launch of ‘H Salon & Spa’, offering a space where self-care and empowerment go hand in hand.

In this interview, Haadiya shares her story, her passion for beauty, and the drive that keeps her constantly evolving.

You’ve had an inspiring weight loss journey that many look up to. How did this transformation influence your personal and professional life?

My weight loss journey has transformed both my personal and professional life. Personally, it gave me newfound energy and confidence, allowing me to be more present with my family. Professionally, it boosted my focus and determination, helping me grow my salon business and connect more deeply with my audience as an influencer. It’s shown me that discipline and consistency are key to success in all areas of life.

Being a well-known PR person in the media industry, how has your role evolved over the years, and what key lessons have you learned along the way?

Over the years, my role as a PR person in the media industry has evolved from managing basic communications to crafting strategic narratives that resonate with audiences. The key lessons I’ve learned are the importance of building genuine relationships, staying adaptable in a fast-changing landscape, and always being authentic. Consistency and credibility have been vital in shaping my professional growth.

With a successful career in PR, what motivated you to venture into the beauty industry and open H Salon?

My passion for beauty and the desire to create a space where people can feel confident and empowered motivated me to open H Salon. I wanted to combine my PR experience with my love for beauty, offering personalized services that reflect the latest trends while building strong client relationships.

What is the vision behind H Salon, and how does it stand out from other salons in the industry?

The vision behind H Salon is to provide a personalized, luxury experience where clients feel pampered and confident. We stand out by blending the latest beauty trends with exceptional customer service, ensuring each client leaves feeling their best. As both a salon owner and influencer, I aim to create a space that’s stylish, innovative, and welcoming, setting new standards in the beauty industry.

Can you tell us about the services H Salon offers? Is there a signature treatment or experience that sets it apart?

H Salon offers a range of services, from haircuts and styling to skincare treatments and makeup. What sets us apart is our signature personalized consultations, where we tailor each treatment to the client’s unique needs and style. Our luxury hair treatments, combined with a focus on modern beauty trends, ensure every client receives a bespoke experience that makes them feel truly special.

How did you curate the team for H Salon? What qualities were you looking for in your stylists and beauty experts?

When curating the team for H Salon, I focused on finding stylists and beauty experts who are not only highly skilled but also passionate about their craft. I looked for individuals with creativity, a keen eye for trends, and a dedication to providing exceptional customer service. It was important to me that the team shared my vision of making each client feel valued and confident, while also staying innovative in the beauty industry.

Did your own beauty and wellness journey influence the offerings at H Salon in any way?

Absolutely! My personal beauty and wellness journey played a significant role in shaping H Salon’s offerings. I wanted to create a space where clients could enjoy not just great beauty services but also feel empowered in their own skin. This is why we focus on personalized treatments that cater to individual needs, blending beauty with wellness to ensure a holistic experience.

The beauty industry is constantly evolving. How do you plan to keep H Salon innovative and aligned with the latest trends?

To keep H Salon innovative and aligned with the latest trends, I focus on continuous education for my team, ensuring they’re up-to-date with new techniques and products. We regularly introduce trending services and invest in the latest beauty technologies. By staying active in the beauty community, both online and offline, I’m always in tune with emerging trends and incorporate them into the salon experience to keep it fresh and exciting.

As a business owner, what challenges have you faced in launching a salon, and how have you overcome them?

Launching a salon came with its challenges, from building a skilled team to ensuring consistent quality in services. Balancing creative vision with the operational side of the business was also tough. I overcame these by focusing on strong leadership, creating a supportive work environment, and staying adaptable. My PR experience helped me build the brand, while maintaining clear communication and fostering a customer-first approach ensured the salon’s success.

Self-care is a big part of the beauty industry. How do you prioritize your own self-care while managing your business and career?

I prioritise self-care by setting aside time for myself in my daily routine, whether through exercise, meditation, or enjoying quiet moments. As a business owner, I understand the importance of leading by example, so I make it a point to practice what I preach. I also delegate tasks to my talented team, allowing me to focus on both my well-being and the salon’s growth. Finding balance is essential, and I believe that taking care of myself ultimately enhances my ability to serve my clients and lead my team effectively.

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In conversation with AYESHA TARIQ the founder of Little Pleasures

Ayesha, with a background in fine arts, operates a home-based cake company, “ Little Pleasures Artisan Cakes”, where she crafts the most scrumptious, breathtaking and intricately designed cakes that are almost surreal in their beauty.

What sparked your interest in baking and decorating cakes, especially themed ones?

As a fine arts student my whole life, I wanted to bring something new to Pakistan. When I launched Little Pleasures in 2012, now almost 12 years old, the concept of artistic and themed cakes was relatively unknown in Pakistan. My goal was to popularize this idea and make it a trend, which I successfully achieved.

Can you describe the most challenging cake you’ve ever made? What was the theme, and how did you approach it?

The most challenging cake was the Nun’s head on a rod cake. It was an hyper-realistic chopped off nun’s head on a iron rod. I know, even its description seems jaw-dropping.

How do you stay updated with current trends in cake design and baking techniques?

I have been on a hunt for new techniques and recipes developing and I have been around the world meeting and learning from new cake artists. I have built a community of some very talented artists from dubai, France, India and Russia. Keeping up with them and their art helps me stay updated with trends and happenings in the Cake business around the world.

Walk me through your creative process when designing a themed cake. Where do you draw inspiration from?

Something I firmly believe in not doing is copying other artists work. So when a customer comes to me with reference picture of a cake they want, I ask them to add customisation or let me design their cake with personalised elements. That is how I start designing every cake and end up with something artistic, personalised and unique.

What ingredients or tools do you find indispensable when creating your cakes?

Sugar and an off set spatula. I just cannot work without these two products.

Can you share a memorable story about a cake you’ve made for a special occasion or event?

Made this fully customised cake for a returning customer for his wife. He requested to carve their wedding vows on the cake and it turned out to be so beautiful and magical.

What techniques do you use to ensure the structural integrity of your cakes, especially when dealing with intricate designs?

Our work hours are from 12-5pm. As a home based business, we take our work hours extremely seriously, and that is how we manage orders.

What is your favorite part of the cake-making process, and why?

My favorite part of the cake-making process is definitely the final result. Achieving that perfect cake is incredibly satisfying and rewarding for me.

How do you approach customer requests for custom-themed cakes? How do you ensure their vision is realized?

We sketch out their orders, select colour palette and elements. We respect all of their requests, whether it’s easy to incorporate in one cake or not. We make sure we find a way to add everything they are asking for.

Have you ever experimented with unconventional ingredients or designs in your cakes? What was the result?

Acrylic cake was a success, we made this glass shine cake using gelatin sheet technique and it ended up looking like an artificial glass jar. It was beautiful and looked surreal.

Where do you see yourself in your baking career in the next 5 years?

In a cake shop, of course!

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NATASHA DURRANI In conversation with CEO Media Matters Communications

Natasha, you have a decade of experience in advertising, communication and digital and social media; tell us a bit about yourself & your educational background.

Hi, I’m Natasha Durrani, Chief Operating Officer at Media Matters Communications, which is one of the leading PR and digital agencies of Pakistan. I’m a mother of two grown kids. My daughter is studying in UK and my son is in his last year of A Levels. I started my journey into the world of advertising and communications with an MBA degree from IoBM. I actually got admission in a medical college but at the last minute ditched it and decided to study marketing. I guess it was destiny as I found my true calling in this field.

What inspired you to step into the digital world of PR & advertising?

My husband has been into media and advertising for around 2 decades now and it was but a natural step to join the family business. When I stepped in the business, there was a revamp as I instigated the shift towards the digital side. Today, we are a 360-degree agency which caters to print, electronic, digital advertising and PR.

How did Media Matters came  into being and what is your work philosophy?

Media Matters is a group company of Media Pulse which was founded by my husband in 2004. Media Pulse was a core media buying house but we felt that there was a gap in the market in terms of good PR agencies. Hence, Media Matters came into being in 2015. Our philosophy is to be adaptable, innovative, and forward-thinking, ensuring our strategies are as dynamic as the landscapes in which we operate. Our goal is to foster trust and admiration for our clients, turning their vision into compelling stories that engage, inform, and inspire.

What skills or qualities do you feel helped you build a digital marketing agency?

I believe several key skills have been instrumental in building our digital marketing agency. Adaptability and agility are crucial in the fast-paced world of digital marketing, allowing us to respond quickly to industry trends and client needs. Effective communication skills have enabled us to articulate our vision clearly to clients and team members, fostering strong relationships and collaboration. Creativity and innovation drive our approach, ensuring we stay ahead of the curve and deliver impactful campaigns. Finally, a strong focus on data analysis and insights allows us to make informed decisions and optimize our strategies for maximum results. I am very passionate about digital and social media. There is so much you can achieve through it.

Outside of your professional/work area, what hobbies or interests do you have?

I’m a big foodie and a travel enthusiast which also made me start my own Instagram page www.instagram.com/tashathefoodietraveller where I review restaurants and travel destinations. I’m also a self-proclaimed Netflix addict.

Tell us about the collaborations or projects that have made Media Matters stand out.

The first collaboration that I’m extremely proud of is the cover page shoot with Sajjal Ali to promote our client Dubai Department of Economy and Tourism. We are also doing a travel-based YouTube series for Dubai which will be out after Ramadan. This is the first time in Pakistan that someone is making customized content to promote a travel destination.

#LoveLocalPakistan campaign was another feather in our cap which we developed for Meta to promote small businesses which started off using Meta platforms such as Facebook, WhatsApp or Instagram.

Furthermore, we are engaged in exciting and clutter-breaking campaigns for our clients Jazz, foodpanda, Daraz, Careem, Bank Alfalah, PUBG Mobile  and many more.

Where do you see the advertising industry, (its importance and influence) going in the coming years?

The importance of advertising will be there but we have to adapt to the changing landscape. The significance of influencer and social media campaigns will increase. The reason being that Gen Z are looking for more relatable, real and authentic content and they look up to influencers to make their buying decisions. TV and print readership are decreasing in this demographic, hence we need to be more creative and use platforms like Meta, TikTok, Netflix, and Spotify to communicate with this segment.

What is the benefit of hiring a PR agency and how do they help in building brands?

PR is all about image management and perception building. Hiring a PR agency can be a valuable investment in building and maintaining a strong, positive brand image. Their expertise, networks, and strategic approaches enable businesses to communicate effectively with their audience, manage their reputation, and achieve their marketing and business goals. We are in the age of boycotts and controversies and it is imperative for companies to seek out the services of a reputable PR agency to keep a clean slate.

What advice would you have for someone looking to get into digital marketing?

Success in digital marketing doesn’t happen overnight. It requires persistence, continuous learning, and adaptability. Start with a solid foundation, build practical experience, and never stop growing your skills and knowledge.

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In conversation with HALEEMA GILLANI The talented make-up artist and owner of “Muse”, a new salon in Y-Block, Lahore

Haleema your salon, Muse is the new go to place for everyone. tell us a bit about yourself and your journey so far.

I come from a political and farming background and I have been raised as an independent strong woman. I am a mother of two children and I love to travel and explore new places to keep my adventuress spirit up-lifted. I grew up with an astounding love for arts and design. Although I have a degree in Finance and marketing but my inclination was always towards arts. Also I wanted to do something that helps people feel confident and good about themselves. The philosophy behind our name Muse is ‘Be your own muse’ ~ You see the beauty within yourself. You acknowledge it, connect to it and become passionate about who you are, and appreciate your own uniqueness. Today when I look around, what I see is a reflection of who I am. I thank those things that reflect back to me the beauty and love that I want to see, as they show me that I am beauty and love. Knowing that I am my own muse, I recognize the power within me.

What inspired you to become a makeup artist & from where did you receive your training as a makeup artist?

My mother is my biggest inspiration and support. She’s the driving force behind MUSE. She has been successfully running her salons since the 90’s. Running a salon is something I have been seeing and experiencing since the age of 7 and I couldn’t have waited longer to have my own salon and my own brand.

Explain how you’d advise a young girl going for a look that’s both trendy and parent-approved.

Muse is all about believing in yourself and making choices that makes one feel good about themselves. Coming from a family oriented background I would never opt for something that’s not parent -approved nor would I advise anyone. There’s always a smart way to work around trendy look and make it look so elegant that it’s hard for anyone to disapprove.

What do you think is the biggest challenge for makeup artists?

Firstly there’s a lot of competition, Lahore alone has numerous talented makeup artists who are crafting beautiful looks every day. So competition is one of the biggest challenge. Secondly in this down trodden economy I believe it has become rather difficult to provide quality services and yet keep the prices low so that it’s affordable for the masses also and not just for the niche market.

Tell me about three makeup trends you’re a fan of.

I’m a huge fan of minimalist makeup because it enhances one’s own features and not make them look like a different person. Using less product helps the overall makeup to not look overdone. With minimal makeup, less is more, darlings! Secondly I’m loving how SKIN CARE products are being incorporated into MAKEUP products,  how wonderful is the concept of using a concelears which help not only in concealing the dark circles but also helps in brightening Those dark circles. As I’m a big fan of minimalist makeup, I am also a big fan of  sleek hairstyles and I couldn’t be happier with customers asking for it as well. Overly done hairstyles are so over done now.

What are the three best services offered at Muse Salon?

Muse is a full-serviced salon, we have hair services, spa services, nails services along with makeup services. I’m am extremely proud of my team for it’s doing an incredible job in all departments. With immense gratitude I’m saying that we have been getting repeated customers who go home leaving amazing reviews. Apart from our makeup, Clients are raving about our facials (Jensen, Dermalogica and guinot) and our manicures and pedicures. we have in-house scrubs that have been carefully crafted to cleanse the skin thoroughly while leaving it well hydrated. People are a fan of Our voluminous blowdrys, we have clients coming from DHA phase 8 for blowdrys. Balayage and keratin are also client’s favourite at MUSE.

What are the three best services offered at Muse Salon?

Muse is a full-serviced salon, we have hair services, spa services, nails services along with makeup services. I’m am extremely proud of my team for it’s doing an incredible job in all departments. With immense gratitude I’m saying that we have been getting repeated customers who go home leaving amazing reviews. Apart from our makeup, Clients are raving about our facials (Jensen, Dermalogica and guinot) and our manicures and pedicures. we have in-house scrubs that have been carefully crafted to cleanse the skin thoroughly while leaving it well hydrated. People are a fan of Our voluminous blowdrys, we have clients coming from DHA phase 8 for blowdrys. Balayage and keratin are also client’s favourite at MUSE.

Any advice for the brides of winter and spring wedding season?

I know how stressful the wedding preparations can be but I would advise them to look after their health and skin. They should eat healthy, drink juices, follow a good skin care regime and keep the skin well hydrated. Having a good skin is very important in creating a flawless foundation. Also don’t forget to enjoy this period, it is precious.

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In GT Fashion

SHOAIB KHAN In conversation with the makeup maestro

In conversation with SHOAIB KHAN

Shoaib has stunned us with his makeup transformations and has become one of the favourite makeup artist in town for both brides and fashion editorials.

Shoaib you are known for your unrealistic yet jaw dropping makeup transformations. Tell us a bit about yourself and what inspired you to become a makeup artist?

I am a very simple, friendly and fun guy. I get along with people easily and that’s probably because I was brought up in a joint family where all your elders teach you to be polite and considerate.  My inspiration of becoming a makeup artist was a wedding I attended in my childhood. When the bride arrived I almost did not recognize her though she was a very close family member. That day I knew I wanted to know what sorcery that was and I knew I wanted to become a powerful wizard.

Some of your transformation looks of late Madam Noor Jahan got a lot of attention on your social media, do you think this and may other transformation looks were a turning point in your career?

Thank you for your appreciation. I do these looks for myself to be honest. I challenge myself and then I try to live upto it and by the grace of the Almighty, I have been successful so far. I can’t say if these looks were the turning point in my career but I received a lot of recognition and love because of them.

Shoaib we saw you dancing your heart out at Ahl-e-Dil; tell us about how you ended up learning classical dance and do you plan to excel your career in this field of art as well?

I have always been into visual and performing arts. I believe that dance is a medium that connects you with your soul. I needed a platform for my connection and Ahl-e-Dil and the Colony gave me exactly that. I would like to pay my gratitude to Fatima Amjad for believing in me and encouraging me all the way. It sure is something very close to my heart but it’s not a career option for me.

Congratulations on opening up your own makeup studio. Tell us about the challenges you had to go through to reach this point and how do you feel after achieving this milestone?

Well, every startup has its challenges and excitement, mine has too but I am very thankful to Allah for all His blessings including this one. I feel grateful but at the same time I believe that “Abhi Ishq Ke Imtihan Aur Bhi Hain”.

Spring wedding season is just around the corner, what do you think will be the ‘spring makeup’ trend?

Spring is all about blossoming and embracing yourself for who you are, and so will be the makeup trend in the spring. Minimalistic makeup and pink tones.

What color palette would be trending for spring bridals and which colours should be avoided?

Pinks, hands down. pastel, subtle, shimmery; all pinks.  Avoid darker shades of lilac, maroon and browns in the spring.

Your three favourite makeup products

Three things that can be sufficient for basic makeup are probably my favorite things too. An eyebrow kit, a lash curler, and a tint for lips and cheeks.

What unique techniques do you use to enhance a client’s natural features?

The only technique that I religiously follow is minimalism. My mantra is “Less is more” and that’s what I do.

Describe a makeup look you created that received significant media attention.

The natural dewy no make look I suppose. That look got me a lot of attention on social media and 9 out of 10 clients ask me for that look.

Share an experience when you had to create a look based on specific character requirements for a film or TV show.

I have not done any TV show or film yet, however when I created my very first look of Maleficent, I worked on some specialized makeup techniques. People loved the look and then I did several more as you mention Madam Noor Jahan, Ma’am Rani, Depika Padokon, Haleema Sultan and Sohail Warraich. Yes I did a Sohail Waraich look as well.

How do you stay updated with the latest trends in the beauty industry?

I keep an eye on international makeup trends. I follow globally renowned makeup artists and I seriously rely on continuing professional development.

Any advice for all the bride-to-Be’s

Dear Brideto-be, please dont stress yourself unnecessarily, take care of your diet and go for a minimal, more natural makeup look.

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In GT Interview

AALEEN BOKHARI In conversation with Pakistan’s first female dressage rider!

Aaleen recently completed her Dressage lessons Level 1 from the Emirates Equestrian Centre in Dubai and will be continuing her training there.

“It is my dream to represent Pakistan in the Grand Prix and bring home a gold medal for my country IA. I have taken the first step towards my dream to make it come true & IA make it into a reality in the near future. Please keep me in your prayers & support me with your well wishes”

Aaleen you have the honour of being the only upcoming female dressage rider in the history of Pakistan; tell us a bit about yourself

Hi,my name is Syeda Aaleen Bokhari and I’ve been riding since the age of 5. I’m a horse enthusiast or you can say a horse fanatic. I have learn’t my basic riding from Pakistan Rangers.

My father whose my very first coach/trainer is himself a very keen horseback rider and a Tent Pegger from his school days at Aitchison College. It was he who engraved Dressage into my head and my heart as a child. Telling me stories of Royal School of Vienna which is one of the best Dressage schools out of the four pillars.

So here i am today turning my dreams into a reality Alhamdulillah with the support of my parents and both my phupho’s.

What is the concept of dressage?

The word “Dressage” means training in French. The main concept of Dressage is to make the horse move in precise movements from barely showing signals from it’s rider. It’s a next level form of trust and bond between the two.

The rider is responsible for building it’s muscles to it’s fullest potential. A Dressage rider is supposed to train his/ her horse to be calm yet confident. To be submissive yet attentive and to have a unique bond with it’s rider.

Like the famous term goes “Dressage is like a ballet on a horse back.”

What is the difference between a horse rider and a dressage rider?

The difference between a normal rider and a Dressage rider is vast i.e a dressage rider like i explained before has to build the horse from scratch and take it to it’s full potential. Dressage is the highest expression of horse training.

Where as the normal rider is supposed to have a seat ( how to sit on a horse) to learn how to hold reins and how to balance himself/ herself on a horse. From basics you go into professionalism.

Why horses? And What was your riding “career” like as a kid?

Horses, horse riding and horse breeding all run in my blood. The passion for horses was something I inherited from both my paternal and maternal side. I find horses to be such unique,elegant and beautiful beings that they captivated my heart since i was a child and still do. I was just a basic rider like everyone else as a kid and that’s how it all started.

What was your FIRST favorite horse breed – the one you loved most now and as a kid?

My most favourite breed is a Fresian. The one i love now is Mr Medici a “Thoroughbred “who is a Hong Kong derby champion and belongs to one of maternal grandmother’s.

A horse named Toofan (Half bred) at Pakistan Rangers (Punjab) was my horse whom i rode as a kid.

If you could ride with any trainer in the world, ASIDE from your current trainer, who would it be?

Ofcourse It will be Charlotte Dujardin and Patrick kittle .

Tell us about the training challenges you have to face and how do you overcome them?

Getting trained for dressage is not easy at all. I have to remember all the meters and the alphabets. It’s like doing algebra all over again mentally without a paper and pen. Everytime i feel or felt that I’m doing something wrong i would come home and draw it on a paper to memorise it. If i make one wrong move i would have to do it all over again because i have to be perfect with the alphabets and the meters. There is absolutely no room for mistakes.

Tell us about your favourite horse and your relationship with it

Mr Medici (medo) i can go on and on about him. He is my love at first sight. I even have a tattoo of him on my arm haha.  He is my rottweiler in a horse’s body as he is so possessive and protective about me. He is my Break through after the bad fall i had as a child and i completely stopped riding. He trusted me before i trusted him. He made me realise that i shouldn’t let my fears get into my way. I treat him as my child. Every year i specially travel to Murree just to meet him in the summers. I can do just about anything and everything for him like  grooming him from head to toe or cleaning up his pellets without even remotely  feeling gross about it. He is my son and i love him to all the galaxies and back. It is a never ending love story.

What is one item on your horse-related bucket list?

“Maybach saddles” they are just pure love.

How was your experience at Dubai Emirates Equestrian Centre?

My experience in Dubai Emirates Equestrian Centre was absolutely amazing. I got to meet people from all over the world with different stories and experiences. My Spanish coach “Mr Alonso” who mostly trains for competitions gave me a very tough time in the arena as he is ex military. Once i fainted also. As at time’s i have back to back “45mins each” classes and that particular day i didn’t even get a 5 minute break to catch my breath. So yes my coach has definitely made me stronger and more confident with myself and my riding.

What do you do when you are not training or spending time with the horses?

As I am not training presently, i will be training others at Lahore Polo Club as a trainer to teach  basic and advanced riding. I want to train my students properly as I’m very particular about horses and riding. So basically there is not a day when I’m without a horse lol.

What is Aaleen’s day like?!

As ironic as this might sound but it’s the truth …I’m a sloth at home lol. I love being in bed scrolling through insta and listening to music as everyone else. My daily step count is max 48 steps lol.

Where do you see yourself as a dressage rider in the upcoming five years?

First and foremostly i see myself  completing all of my dressage levels INSHALLAH by the will of Allah swt and the prayers of my loved ones especially (My Fato pho) without whom i would not be where i am today. If not this year then definitely next year i will be competing in an international competition INSHALLAH. It is my dream and wish to win a gold medal in the Grand Prix for Pakistan INSHALLAH and hold the Pakistani flag really high.

Any advice for all the female aspiring dressage riders?

For all the girls out there. Never give up on your dreams or your passion. Ignore all the superstitious talks that exist about horse back riding and do it without even thinking. There will be bad days but never give up. Even if you fall get back on the horse. Never let your fear take away your dreams.

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In GT Interview

FAHAD SHAFIQ In conversation with the owner of Elixir Clinic Pakistan

FAHAD SHAFIQ Elixir Clinic Pakistan

The Elixir Clinic offers a range of wellness treatments from IV Drips, Ozone Therapy & Chelation Therapy in Pakistan. In addition to our renowned wellness approach, our Pakistan clinic houses a dedicated Aesthetics clinic, allowing those who visit us in Pakistan to feel good inside and out, all in one place.

Welcome and congratulations for a great launch of the Elixir Clinic in Pakistan! Fahad tell us a bit about how did you land into the field of wellness & Cosmetology?

Due to social media and globalization, we have all become aware of well being and we all want to look good and stay healthy. Our passion and genuine interest in beauty, skincare, and helping others feel confident and comfortable in their skin drew us to this field. Since we are an international franchise, we have access to state of the art wellness products, new beauty trends, techniques, and products.  Wellness and cosmetology offers the opportunity to help people feel good about themselves starting with change in lifestyle to using recognized aesthetic treatments. Making someone feel confident and beautiful can be incredibly rewarding.

What is Elixir Clinic all about?

Established in 2013 in London’s medical district, The Elixir Clinic is an international wellness clinic recognized as a market leader in intravenous therapy offering preventive health solutions across Europe, the Middle East and Asia. As an international wellness clinic, The Elixir Clinic offers an extensive selection of therapies which include intravenous, anti-aging, regenerative, holistic, and intramuscular treatments to optimize vitality, slow down the aging process and improve your quality of life. We combine the latest medical advances with biohacking education and various natural therapies to improve and prolong the health of our clients. Wellness treatments include IV Nutrient Therapy, Ozone Therapy, NAD+ Therapy and more.

What are the five best services and procedures offered at the Elixir Clinic?

IV therapy, hydrafacial, anti wrinkles treatment, advance skin boosters and facial sculpting.

With the wedding season in full swing what are the two important procedures or services you would recommend to all the brides and grooms?

For brides and groom we would highly recommend HYDRA-Facials & IV therapy.

Once considered a taboo, how do you think acceptance has grown towards these aesthetic procedures in Pakistan?

Due to awareness and the desire to stay healthy and beautiful, people are no longer shy about getting the best treatment to help feel confident.  Pakistan has grown in the field of aesthetics as one can see with the huge number of clinics and services out in the market.  Treatments like fillers, Botox, threads are now not for those who may have started to look old.  These treatments are the norm and women are happy to share their experiences.  Girls as young as 18 years are getting Botox done.

What are the benefits of IV Drips and how often should one get himself/herself checked for the vitamin deficiencies ?

We perform a mineral tissue analysis test which tells deficiencies and heavy metal toxicity after that we customize IV’s according to the client needs.

Any new procedures or services you plan to bring to Pakistan that are currently not available?

Yes we will be introducing some unique services and procedures in Pakistan such as:

  • mineral tissue analysis test
  • ozone therapy
  • Iv laser therapy
  • wellness drips
  • imported aesthetic supplies for procedures.
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In In Conversation

UZMA NAWAZ In conversation with CEO of LeMubdi

Uzma tell us a bit about yourself, and what inspired you to become a Fashion designer?

Ever since I was little, I was passionate about fashion. I used to create outfits for my dolls when I was just a child. My parents got me a professional sewing machine in grade 5.  I began designing clothes for friends and family from drawing motives, sketching cuts to selecting fabrics. I even designed wedding gowns for friends!

Pursuing my passion, I studied textile design at NCA, undertook various courses and worked as a fashion designer. Lately, I completed social media marketing from Cornell to expand my skills. I launched two brands. Musawwir for unstitched collections and LeMubdi for pret and customizable fashion.

Bringing joy and confidence to people through fashion truly inspires me. I adore what I do!

What’s your favorite part about being a fashion designer?

My favorite part of being a fashion designer is the power to transform individuals through clothing.

I love creating expressions through cuts and styles, instilling confidence in others with each design and making their day extraordinarily special.

What’s your greatest strength as a fashion designer?

I believe what sets me apart is my ability to deeply understand and interpret the unique desires of my clients. I excel in translating their vision into stunning, personalized outfits.

My clients know me  for blending diverse styles and materials resulting in captivating designs that resonate with their individual tastes and preferences.

Who or what are your inspirations for creating your designs?

My inspiration is the free spirited LeMubdi Woman, who believes in self-love and embraces her individuality. She is unafraid to dream big and fearlessly strives to achieve it. Her connection to her heritage and roots, rather than external beauty, defines her strength and character. I design with the aim to empower women like her, celebrating their inner beauty, confidence, and values.

In your opinion, what are the most critical aspects of the fashion industry?

In my opinion the fashion world has a huge opportunity to step up and talk about the real stuff in this age of social media. It’s not just about looking good; it’s about being genuine and inspiring. We seriously need to drop those fashion trends that make people feel like they don’t fit in because of their bodies, skin tones, or age. Let’s celebrate diversity and see more awesome plus-size models strutting their stuff, representing different cultures, boosting body positivity and embracing all imperfections.

I also feel that the fashion scene needs to dive into recycling big time, finding ways to make clothes without trashing the planet. It’s time to shine a light on practical, comfy clothes that are also sustainable. Plus, fair trade practices need to be the norm – the industry has to source stuff responsibly and be more aware of its impact.

Basically, the fashion scene needs a serious upgrade, focusing on realness, sustainability, and fair practices to create a more mindful and responsible world.

What are your favorite trends in fashion, past and present?

Past fashion-wise, those old fitted blazers in the Western scene and the classic short shirts with bootlegs in Pakistani fashion were really cool! Love how they mixed elegance with a unique touch.

Present-day. I like these loose-fitted oversized tops and those long, flowy shirts. Comfortable and practical is the name of the game!

One of the coolest things about today’s fashion scene is how everyone’s pulling everything off. It’s all about diversity and acceptance! I love how there are no strict rules anymore – people mix and match styles, breaking barriers, and celebrating individuality. It’s all about expressing yourself however you feel comfortable, and that’s just awesome!

As a fashion designer, how would you advise someone to dress for a job interview?

Dressing for a job interview is all about striking that perfect balance between being yourself and showing you mean business!

If it’s a western corporate world, lean towards a more polished, professional look: like tailored suits or blazers, dress shirts, and clean-cut trousers or skirts. For this side of the planet, plain co-ord sets or single colour graceful shalwar suits that show you take the role seriously by dressing the part.

If it’s a more creative or relaxed job, you can let your personality shine a bit more. Opt for smart-casual attire like a nice blouse with well-fitted pants or a skirt. Even for this part of the world you can wear a simple elegant outfit to reflect your mindset. Keep it genuine to who you are while ensuring you look put together.

Bottom line is, dress in a way that makes you feel confident and ready to nail that interview!

How would you define your idea of fashion?

Fashion is a very personal thing, different for everyone. The coolest thing about it, fashion’s like a canvas to reflect who you are. Your style choices can shout out your personality without you even saying a word. It’s what makes you feel genuine and confident. For some, it’s a way to be functional fitting their lifestyle, while for others, it’s about making a statement, standing out in a crowd.

Ultimately, it’s about feeling good in what you wear, owning it, and letting your style tell your story.

Tell us about your new collection and where do you see your brand in the next five years?

Our new collection “LeMubdi Adda” captures the essence of this winter wedding season. We’ve got these stunning pieces that bring affordability to the table without compromising on that wow factor. Weaving our heritage and culture into our designs to create something that reflects the connection to our roots. Customization is our thing! We’re all about making sure you get something that’s uniquely YOU.

Now, when it comes to LeMubdi in the next five years, we’re aiming high!

Beyond clothing for men and kids, we’re diving into accessories, blending styles in a fusion that’s fresh and exciting.

Again, it’s not just about the threads – it’s about changing mindsets. We’re on a mission to shake up those beauty standards based on looks and age, boosting confidence for everyone, Watch out, ’cause we’re here to make a difference!

Any advice for the all aspiring fashion designers out there?

Fashion isn’t just about threads and styles; it should be genuine and inspiring. Take this platform as an opportunity to ignite change. Let your creations speak volumes, inspiring people to embrace themselves and fostering a world where everyone feels valued and confident.

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In COVER STORY

ASAD MALIK In conversation with the visionary entrepreneur and the owner of CRESSET TECH

Cresset is not your typical agency; they are strategic partners of fashion brands, who are wholly data-driven and results-focused. Cresset is passionately committed to comprehending the essence of fashion brands, whether it’s a budding newcomer or an established presence in the business world.

With so many feathers in your cap, let’s start with a brief introduction about yourself and a bit about your educational background.

I am from Lahore and spent over 25 years in the US. I pursued my undergraduate studies at the University of Connecticut in Finance & Accounting and attended graduate level courses at Harvard University. I began my career in finance, specifically within Hedge Funds and Investment Banking. Now, to simplify, I am engaged in the business of fashion and run a Venture Capital (VC) firm that invests in startups.

What is Cresset Tech all about and what key services does the company offer?

Cresset is Pakistan’s leading “Fashion Commerce” player. We provide end-to-end solutions, from revenue-based eCommerce management to brand strategy, manufacturing, distribution, retail expansion, and even last-mile delivery for fashion brands. Our Venture Capital (VC) arm enables us to aid in the growth of brands both locally and internationally.

How many brands do you have on board and can you name a few prominent ones?

We actively cater to over fifty (50) fashion designers and brands, both within Pakistan and globally. Some prominent names in Pakistan include Farah Talib Aziz, Nomi Ansari, Ansab Jehangir, Mohsin Ranjha (MNR), Annus Abrar, Zain Hashmi, and many more. Internationally, we service names like Forever 21, Kylie & Kendall Jenner, just to name a couple.

What strategies do you use to create an emotional connection between customers and the brand?

A study by the Harvard Business School (HBS) concluded that in the 21st century, relationships are the backbone of business. For the last decade, our mantra at Cresset has also been the same. We focus on experiential marketing rather than a product push. Our motto is to be “empathetic,” providing unparalleled service, thus creating an emotional connection.

What sets your business apart from competitors?

Technically, we have no direct competition. With a human capital strength of 400 across five countries, Cresset is highly vertically integrated in all aspects of the fashion business. While other firms focus on just one aspect of what we do, none provide even half the spectrum of services as Cresset. While we wish the best to others, our only competition is within ourselves.

Why is brand management important to a business in your opinion?

A brand is a uniquely recognizable identity that distinguishes itself from others. A well-positioned brand’s persona and ethos are experienced without being spelled out. To strategically achieve this is the art of branding/brand management. Brand positioning/management is the soul of the brand, the single most important aspect.

What marketing metrics do you value most for brand management?

We believe in a balance of both quantitative and qualitative metrics. While numbers are paramount and easier to measure, it is equally important to track qualitative aspects such as emotions, feelings, and feedback.

Describe a typical work week and how do you spend your weekends?

The beauty of my entrepreneurial journey is that it has no “typical” week, and I love that about it. Depending on the week, it could involve traveling to three different countries, attending client meetings between Karachi and Lahore, or a retail store launch. There’s no such thing as a weekend for an entrepreneur.

Your favorite travel destination? Any memorable moment you’d like to share?

Zanzibar! From snorkeling to hiking and safari, it offers the best of all worlds. The whole vacation was memorable and a great experience.

We always see you very well dressed; is it a personal preference?

Tom Ford said, “Dressing well is a form of good manners.” I feel as comfortable in a suit as in a pair of denim. Coming from a finance background and now in the business of fashion, my career choices have shaped my sense of style.

What fragrance would Asad wear to turn heads at a meeting/conference and at the beach/party/or at the coffeehouse?

Chanel (Bleu) has been my go-to cologne since its launch a decade ago. Depending on the time of day and occasion, I also wear Creed (Aventus) and Clive Christian (No.1 Masculine).

How do you envision the future of your business?

Cresset has been on an upward trajectory since its inception. Despite the ever-changing market, we’ve experienced exponential growth. As long as we, as an organization, continue to evolve in both business fundamentals and technology, I foresee continued growth.

Are there any upcoming projects or expansions?

Absolutely! The only constant in life is change. We’re constantly expanding within Pakistan and internationally, through both eCommerce and retail networks. I can’t disclose exact details, but here’s a hint: “Thou shalt love thy neighbor.”

What advice would you like to give to our readers?

I’ve learned that we are all a product of our unique life experiences and circumstances, so I refrain from giving direct advice. Sincerity to others, passion for your career, and humility in success always yield positive results. Patience and resilience are key ingredients in building character.

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In GT Interview

IN CONVERSATION with Mohammad Imad Paracha An E-commerce, Digital & Transformation specialist

Imad did his MBA in International Business from University of Greenwich, UK and is an Executive Diploma holder in Digital Strategies for Business from Columbia Business School, USA. Imad is an experienced
E-commerce and Digital professional with a strong track record of driving sustainable growth for 15 years in the UK and Pakistan. Skilled in building robust digital commerce foundations, rapidly scaling business and operations, leading team transformations, and achieving aggressive yet profitable growth.

Imad, tell us a bit about your educational background and how you end up becoming an experienced Ecommerce and Digital professional?

Having grown up in the digital age, I’ve always been fascinated by the intersection of technology and business. This led me to pursue a BA Hons Marketing Management, MBA International Business, and an Executive Diploma in Digital Strategies for Business. After graduating, I began my career as a Digital Media Strategist at Groupon, where I gained valuable experience from one of fastest growing ecommerce companies back in 2010.

Over the years, I’ve had the opportunity to work with leading global companies like Tesco and Unilever, where I’ve led and executed successful digital commerce and marketing strategies. My educational background, professional experience, ability to adapt to emerging technologies, and passion for staying ahead of industry trends have been key factors in my career progression.

Ecommerce and the digital industry are the two most in demand careers nowadays, are there any specific skills required to excel in these fields?

Absolutely. The ecommerce and digital industry is constantly evolving, so it’s important to have a strong foundation in the fundamentals, such as:

Digital marketing: This includes understanding the different digital channels, tools and platforms, as well as the best practices for reaching and engaging target audiences.

Data analytics: The ability to collect, analyze, and interpret data is essential for making informed decisions about digital marketing campaigns and ecommerce strategies.

Technical skills: A basic understanding of coding and web development is helpful, but not required.

Project management: The ability to manage complex projects under tight deadlines is essential for success in the fast-paced ecommerce and digital industry.

In addition to these core skills, it’s also important to learn more about customer acquisition, conversion optimization through the right value propositions and content creation. The ecommerce and digital industry is fast-paced and constantly changing, so it’s important to be able to think outside the box and be creative, innovative, and adaptable.

What is the meaning of digital transformation, and how is it different from digital marketing?

Digital transformation is the process of using digital technologies to improve business processes and create new value propositions for customers. It’s about more than just adopting new digital tools and technologies. It’s about rethinking the way you do business and using technology to enable new and innovative ways of working – by reshaping processes, culture, and customer experiences.

Digital marketing is a subset of digital transformation that focuses on using digital channels and platforms to reach, engage and convert customers. It includes a wide range of activities, such as search engine optimization (SEO), social media marketing, email marketing, and pay-per-click (PPC) advertising.

What are some of the most important elements of an effective ecommerce website?

An effective ecommerce website should be:

User-friendly: The website should be easy to navigate and use, with a clear and concise checkout process. Fast loading times and intuitive design are crucial too.

Mobile-friendly: More and more people are shopping online using their smartphones, so it’s important to have a website that is mobile first.

Secure: Customers need to feel confident that their personal and financial information is safe when shopping online. Make sure your website uses HTTPS encryption and has a valid SSL certificate. This is essential for customer trust.

Visually appealing: Your website should be visually appealing and reflect your brand identity. Use high-quality images and videos to showcase your products and services.

Well-written: The content on your website should be compelling and informative. Make sure to include clear and concise product descriptions, as well as helpful blog posts and articles.

Lastly, effective SEO, personalized recommendations, and conversion optimization techniques can significantly boost conversions. Regularly analyzing data to make improvements is an ongoing process for success.

What is your experience with using marketing automation tools?

I have extensive experience with using marketing automation tools, such as HubSpot, Marketo, Mailchimp and Eloqua. I’ve used these tools to create and execute automated marketing campaigns across a variety of channels, including email, social media, and paid advertising.

Marketing automation tools can be incredibly effective for saving time and improving the efficiency of your marketing campaigns. I utilized them to improve customer engagement and drive sales – the results included a significant increase in traffic, conversion rates and our overall ROI. They can also help you to build the right customer segments, personalize your messaging and target campaigns more effectively.

We want to start using video content on our website to provide customers with more information about our products. What type of video content would you suggest we start with?

Here are a few types of video content that you could start with:

Product demo videos: These videos showcase your products in action and highlight their key features and benefits.

Customer testimonial videos: These videos feature your customers talking about their positive experiences with your products or services.

Educational videos: These videos provide helpful information and tips on how to use your products or services.

Behind-the-scenes videos: These videos give your customers a glimpse into your company culture and how your products or services are made.

Remember to keep videos concise and visually appealing. High-quality production values are essential to make a positive impression. You can also use video content to promote your brand and tell your story. For example, you could create a brand video that highlights your company’s mission and values. Or, you could create a series of videos that tell the stories of your employees and customers.

What are the key fundamentals when creating content for various digital platforms?

Creating digital content involves understanding the audience and platform. I’ve created content for websites, social media, email campaigns, and more. Usually following these key steps:

Audience Analysis: Identify the target audience’s interests, pain points, and preferences.

Content Strategy: Develop a content plan aligned with business goals, including topics, formats, and distribution channels.

Creation: Produce high-quality content, whether it’s blog articles, videos, infographics, or social media posts.

Optimization: Ensure content is optimized for SEO, readability, and engagement.

Distribution: Share content across relevant platforms and channels, including social media, email newsletters, and content syndication.

Measurement: Analyze content performance using analytics tools to refine future content strategies.

I helped several brands to create content that connects, engages and sells to the relevant target audience.

How do you see technology evolving over the next decade?

Over the next decade, technology will continue to transform industries. We can expect:

AI and Automation: Widespread adoption of AI for innovative and personalized products and services, task automation, and data analysis for decision making.

Augmented Reality (AR) and Virtual Reality (VR): Enhanced AR and VR experiences for marketing and customer engagement.

Blockchain: Increased use of blockchain for secure transactions and supply chain transparency.

5G: Wider implementation of 5G, enabling faster internet speeds and new opportunities for mobile experiences.

Data Privacy: Stricter regulations and heightened focus on data privacy and security.

Wearable Devices: Smartwatches and fitness trackers collect data about our health, fitness, and activity levels. This can be used to improve our health and well-being, as well as to create new and innovative products and services.

Sustainability: Technology-driven solutions for sustainability and environmental impact.

Adapting to these changes will be crucial for businesses to remain competitive.

What are the key steps to start a digital transformation project?

Define your goals and objectives. What do you want to achieve with your digital transformation project? What are your specific business challenges and opportunities?

Assess your current state. What are your current digital capabilities? What are your strengths and weaknesses?

Develop a digital transformation strategy. This should include a roadmap for how you will achieve your goals and objectives. You should also identify the key technologies and resources that you will need.

Build a team. You will need a team of people with the skills and experience to execute your digital transformation strategy. This team may include people from different departments within your organization, as well as external consultants.

Communicate with stakeholders. It is important to communicate with your stakeholders throughout the digital transformation process. This will help to ensure that everyone is on board with the plan and that you are able to get the buy-in and support that you need.

Execute your strategy. Once you have developed your strategy and built your team, it is time to start executing your plan. This may involve implementing new technologies, changing business processes, and training employees.

Monitor and measure your progress. It is important to monitor and measure your progress throughout the digital transformation process. This will help you to identify any areas where you need to make adjustments.

Here are some additional tips for starting a digital transformation project:

Start small and scale up. Don’t try to do too much too soon. It is better to start with a few small projects and learn from your mistakes.

Focus on the customer. Digital transformation should be about improving the customer experience. Make sure that your projects are aligned with your customer needs and goals.

Be flexible and adaptable. The digital landscape is constantly changing, so it is important to be flexible and adaptable in your approach.

Be patient. Digital transformation is a journey, not a destination. It takes time and effort to achieve meaningful change.

Can you mention any examples of ecommerce companies that inspire you? And why?

Certainly! Several ecommerce companies serve as inspiring examples due to their innovative approaches and remarkable success. Here are a few:

Amazon: Amazon is a pioneer in the ecommerce industry. They are constantly innovating and expanding their offerings to meet the needs of their customers. For example, they were one of the first companies to offer free two-day shipping, and they have also developed a wide range of private label products. Amazon is also a leader in cloud computing and artificial intelligence.

Alibaba: Alibaba is the largest ecommerce company in China. They have built a massive ecosystem of businesses that includes online marketplaces, cloud computing services, and payment processing. Alibaba is also a leader in big data analytics and artificial intelligence.

Shopify: Shopify is a leading ecommerce platform that makes it easy for businesses of all sizes to sell online. Shopify provides merchants with everything they need to start and grow their online businesses, including a website, payment processing, and shipping tools. Shopify also has a large and active community of merchants and developers who share tips and advice.

Zappos: Zappos sets the standard for exceptional customer service. Their dedication to customer satisfaction, including free returns and a unique company culture, sets them apart.

Shein: Shein is a fast-growing ecommerce company that is known for its wide selection of affordable clothing and accessories. Shein uses technology to quickly identify and respond to trends, and to streamline its supply chain. For example, Shein uses artificial intelligence to analyze social media and sales data to identify trends. Shein also uses robots to automate tasks in its warehouses.

I am inspired by these companies because they are using technology to innovate and improve the customer experience. They are also using technology to make ecommerce more accessible to businesses of all sizes.

Any advice you would like to give to our readers in the digital and ecommerce space?

Certainly. Here are some key insights based on my latest project with Tehniyat Salman, a digital native fashion startup:

Focus on your niche. By focusing on a specific niche, you will be able to attract a targeted audience and build a loyal customer base.

Leverage Direct-to-Consumer and Marketplace: Consider launching your business with a website and/or seller page. This approach allows you to have more control over your brand, customer experience, and data, which can lead to rapid growth.

Invest in digital marketing. Digital and influencer marketing can be a very effective way to reach, engage and convert target customers. Understand your audience, craft compelling ad creatives, build brand awareness and continually optimize your campaigns for better results.

Provide excellent customer service. Providing excellent customer service is essential for building long-term relationships with customers.

Use data to drive your decisions. Implement robust analytics to track your ecommerce performance. Continuously analyze data to identify what’s working and what isn’t.

Stay Agile and Adapt: The digital landscape evolves rapidly. Be prepared to adapt to new technologies and trends.

Be patient and persistent. It takes time and effort to build a successful digital business. Don’t get discouraged if you don’t see results immediately. Just keep working hard and learning from your mistakes.

Starting a digital-first business requires dedication, creativity, and a strategic approach. Hope the above lessons from Tehniyat Salman’s journey will help you take the right steps forward.

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In GT Interview

In conversation with two extremely talented couturiers, Zeb & Zeeshan

behind Haute Form Studio making waves in the fashion industry with their with innovative & unique cut lines, details and embellishments

Zeb & Zeeshan, tell us a bit about your journey so far in the fashion industry and what inspired you both to open a fashion house?

The fashion industry is a dynamic and ever evolving sector that involves design, production, marketing and distribution of clothing and whatever the product is. Fashion designers are the heart of the industry. They create clothing and accessories and setting trends and styles. So far it has been a remarkable experience. People love and appreciate what we create. We focus a lot on design, quality and client’s services. Our staff, labour workers and everyone around also support us immensely.

Fashion entrepreneurship has always been what we have dreamt of since studying fashion and we believe its a dream of every fashion student.

We always had an attitude of being a Boss instead of reporting to a Boss. And most importantly we dont believe in creating fashion under someone else’s name and just keep on working hard for nothing.

What’s your favorite part about being a fashion designer?

Haha, to be honest seeing clients wearing what we create with so much love. It boosts our energy and motivates working harder in future and definitely always creating something which is different from the market and that stands out.

And secondly we love the aspect of looking at all basic common things around with a keen designer’s eye which always helps us in drawing inspirations for collections.

What inspires your personal style?

Fashion starts from home and our parents always inspires us for our personal styles.

Define fashion

We believe fashion is a creative and artistic expression of clothing and accessories. It actually represents your own lifestyle. Fashion is not restricted to events only. It should be followed while going into bed as well.

 

The designs you created are no doubt good enough, but who and which things were your inspiration while creating such designs?

To be honest we actually keep our eyes shut and keep our mind and heart open. Haha, design is an important process. We think by heart and draw what we like. We strongly believe in authenticity of aesthetics.

How would you describe Haute Form Studio by Zeb & Zeeshan’s design philosophy?

It’s definitely bold, creative and undiluted design. It is something you wont see and experience anywhere else.

Tell us about your upcoming collection

We’re in the process of developing and introducing exquisite bridal couture collection very soon.

The collection epitomise elegance and sophistication. Each attire is meticulously crafted with the finest fabrics and intricate embellishment details to ensure a bride feels not only beautiful but also confident on her special day. Our collection features a harmonious blend of classic and contemporary designs, tailored to perfection to cater to the diverse tastes and preferences of modern bride.

For the upcoming fall/winter wedding season, what colours and trends do you see will be a top pick?

If we talk about fabrics, definitely velvets as always but using it in a more intelligent way. Brighter colors along with ghararas and shararas, lehngas with cholis and definitely Sarees. Longs and shorts, flared and sleek all in trend and will be in trend.

Any advice you would like to give to all the aspiring fashion designers?

We believe that in fashion there are two doors. One is fashion entrepreneurship and the other is just creating fashion.

Being design entrepreneurs, we believe in consistency, quality, following the timelines and definitely working hard for your research and development.

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In GT Interview

ASMA T. SALON In conversation with ace makeup artist and Hair make over expert Asma

Asma you have been a part of this beauty industry for so long, what inspired you to become a makeup artist & from where did you receive your training?

I began learning the art of makeup when I opened my salon in 2009. At that time I took a number of courses locally to help improve my technique. I’ve always been a creative person and enjoyed working with my hands. Makeup was just another avenue to express that creativity. The more I practiced, the more I loved doing it. Over the years I’ve continued to undertake certifications and short courses abroad to hone my skills and keep up to date with trends and techniques.

Explain how you’d advise a young girl going for a look that’s both trendy and parent-approved.

This is a difficult question but I do think what is trendy would be parent approved. The trend has shifted to a slightly more minimalistic look with lighter makeup in line with the trend. To me as a parent, that is elegant and beautiful in its own way. The perception that either of these things are mutually exclusive is incorrect and you can have both on your big day!

What do you think is the biggest challenge for makeup artists?

Satisfying your customers. As an artist we guide our clients on what will look good based on their face shape, hair style, clothes and jewelry. The hardest thing is getting your client to trust in you and go with what you’re saying rather than their strongly held preconceived beliefs or those of others around them.

Tell me about three makeup trends you’re a fan of.

l the no makeup makeup look
l the inverted cat eye liner
l blush contouring

What are the three best services offered at Asma T Salon?

Despite offering makeup services, I think we are biased in favor of our hair department.

Our favourite services currently are:
– Kerastase Fusio Scrub ritual
– Hair Matters Oiling ritual
– Our classic Blowdry!

Three must have makeup products in your bag?

l Charlotte Tillbury Airbrush Flawless Setting Spray
l Mac Cosmetics Squirt Plumping Gloss Stick
l Anastasia Beverly Hill Stick Blush

Any advice for the brides of fall/winter season?

Do a consultation before your big day! Meeting up with your makeup artist and hair stylist for trials and consultations can help take the pressure off of everybody and ensure that you get the look of your dreams!

Asma T Salon is known for its glamorous hair transformations and in this issue we asked her pick a hair dye trend for us and our readers!

Low-maintenance and subtle tonal changes are trendy hair color options for 2023. These tonal changes include bronze, cinnamon spice, and ash-brown hues. Enhance your natural hair color with nuanced baby highlights that are finely blended.

2023 is going to be all about subtle but statement-making color that doesn’t require constant upkeep. That means low-maintenance color in extra eye-catching shades.

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In In Conversation

In conversation with The Star-Designer, Mohsin Naveed Ranjha

Mohsin — A young boy from Gujranwala with big dreams. The one who took the fashion industry by storm making his brand a big fashion house!

How has the journey been so far?

The journey has been incredible. I am so grateful for the opportunity to have been able to share our designs with the world. It has been a long and hard road, but it has all been worth it.

How is the new physical studio adding value to your business?

The new physical studio in Karachi is invaluable to us. We invested a great deal of time and effort into minute cultural details and not only is it a great place to showcase our collections and to meet with our clients.

Tell us about your experience working with Dr. Sarah Gill (Pakistan’s first transgender doctor).

Working with Dr. Sarah Gill was an amazing experience. She is such an inspiring person, and we are proud to have had the opportunity to collaborate with her. She is a true role model for transgender people everywhere and I feel more of us designers/ brands should be working towards highlighting and giving platforms to such individuals.

Which one is your favourite collection till date and why?

It has to be our latest collection, “Chawl: A Karachi Kaleidoscope.” It is one of our first collections that we purposely designed to mirror the spirit of Karachi and its rich history. From the choice of colour palette to fabrics, everything was imbued with Karachi’s spirit. We collaborated with maestro Rizwan ul Haq, and shot it at a picturesque old chawl building.

How was your experience of styling Tan France?

Styling Tan France was an absolute dream come true. He is such a talented and stylish man, and I was so honored to be able to work with him. He was so easy to work with, and he had such a great vision for his look.

What does a typical day of Mohsin Naveed Ranjha look like?

A typical day of Mohsin Naveed Ranjha starts early in the morning with a cup of coffee and a brainstorming session with my team. We discuss our plans for the day and week ahead. Then, I head to the studio to meet with clients and to work on designs. I usually have a few fittings throughout the day, and I always try to make time to meet with my suppliers. In the evening, I usually have dinner with my family and friends.

How do you think the role of a fashion designer has changed since you started your career?

The role of a fashion designer has changed a lot since I started my career. In the past, fashion designers were more focused on creating beautiful clothes and be sort of like celebrities. However, today, fashion designers are also expected to be product managers, and also serve as “social activists” for they are expected to use their platform to make a difference in the world. I am proud to be a part of this change, and I am excited to see what the future holds for fashion designers.

Tell us a bit about the new collection

Our new menswear editorial features sherwanis, kurtas, and shalwars in a color palette of copper brown, rock, and dove grey.The collection is a modern take on traditional silhouettes, we have tried to make structure more free flowing, and voluminous Choice of fabrics makes the ensembles comfortable to wear, while the embroidery and delicate embellishments add a touch of elegance.

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In In Conversation

IN CONVERSATION WITH Haddiya Aazer

Influencer and mama to two little boys Haddiya Aazer talks to us about her life, career and more

Congratulations on your new baby. What’s it like being a mom of 2?

It’s a new and a different feeling altogether as I decided to have my second child after 8 years.

How do you maintain a work life balance?

It’s very hard as I’m juggling in between managing my salon as well as my Instagram blog and most importantly my family. But the key is time allocation.

Do you think the social media industry in Pakistan has changed over time?

A lot. Social media has a relevance now.

What are some of your hobbies?

With my routine there’s no time for hobbies:)

What is your beauty routine?

Taking care of my skin. I dont have a set toutine but i always always cleanse my face before going to bed.

What’s your favourite part about your work?

I enjoy whatever I do. I enjoy running my salon and I love making content for my page. It shows who I am.

Who is your favourite designer?

In Pakistan, Hussain Rehar

Name three things on your bucket list.

Going on a trip alone with my husband is definitely number 1!

Who is your inspiration?

My mother.

Describe your perfect day off when you’re not working.

Relaxing at home with my family.

What advice would you give to young people who look up to you and want to be influencers?

Just follow your dreams and passions.

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