“Introducing ‘Ethnic Charm’ — a collection that celebrates the beauty of traditional Eastern wear with a modern twist. Each piece is meticulously crafted to embody elegance and cultural richness, perfect for adding a touch of sophistication to your Eid festivities. Get ready to embrace the charm of our heritage with this exquisite collection!”
Brand: Mulaye by Sadia Abid
Photography: studio Afzal
Models: Neha Maneka
Make-up: Faha Salon
Muse: @hinaafridiofficial
Brand: @theenvyofficial
Photographer: @daudmalikofficial
Videographer: @samfrosterofficial @uqba.mughal
Hair & Make-up: @hussainbabarofficial
Jewellery: @zaheenkamran
Location: @sdproductions
Stylist: @styledbyozi
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.
Photography: Asad Bin Javed
Models: Amna Baber & Wajeha Khan
MUA: Sonia Nazir
Stylist: Arbaqan
Farah Talib Aziz is now one of the leading fashion houses, tell us a bit about your journey and what inspired you both to become fashion designers.
My mum would cut and stitch her own outfits from scratch from a very young age and realized she had a passion for creating flattering and wearable designs, for not just herself but her friends as well who would really encourage her to keep creating!!
What’s your favorite part about being a fashion designer?
Inspiring people, making women feel their best and executing ideas and bringing them to life.
What’s your greatest strength as a fashion designer?
Staying true to our aesthetic and maintaining supreme quality.
Can you describe your signature design aesthetic?
Effortlessly luxe and timeless pieces that can be passed down to generations.
What has been the most pivotal moment in your fashion career?
Opening our first international store in Houston has been the most pivotal moment for us.
How do you stay true to your design philosophy when trends change?
Keep focus on flattering silhouettes that remain classics but can be accented with trending elements.
Can you share a design or collection you are most proud of?
One of our first bridal collections that was shot by my dear friend Muzi Sufi and featured one of my favourite muses Imaan Madani
As inflation has affected everyone, how do you plan to keep your new lawn collection still affordable for the masses?
By adjusting our own profit margin and creating classic designs from premium fabrics that can be worn again and again for years to come.
Farah Talib Aziz has also marked its name in making the most stunning and traditional bridal outfits. What according to you will be the hot favourite colour palette for the spring brides?
Lavender is really taking over international markets and I feel like it should come in ours too!!
Tell us about your new upcoming collection (both bridal and lawn).
Our Lawn collection pushes boundaries to introduce innovative techniques such as cut work appliqué, laser cut, ribbon work and stylised 3D embroideries, on PURE PREMIUM fabrics, making a lawn collection like never before
Our Bridal collection is created to be loved and cherished for generations to come. It uses traditional embroidery techniques all painstakingly intertwined on pure handwoven fabrics with modern flair.
Any advice for all the upcoming brides and aspiring designers.
Stay true to yourself and you don’t have to follow whatever is selling.
Hair & Makeup for Syra Yousaf
Mubashir Bhatti
Styling
Mehek Saeed
Art Direction
Hashim Ali
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.
Designer: @maisondelace
Muses: @mushkkaleem
MUA: @saad.samie
Jewelry: @tesoro.pk
Visual Director: @mshahroz.tariq
Photography: @nusairrahman.photography
Marketing & PR: @tnbtpr
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.
Tamkenat’s journey into the world of acting commenced with her debut in the 2022 drama “Kala Doriya,” alongside esteemed actors such as Sana Javed and Usman Khalid Butt. Her portrayal of the character Bitto in the series left an indelible mark on viewers, who were captivated by her impeccable acting skills and on-screen presence.
For starters, she is not only an influencer but also a medical doctor. Currently, her drama “Standup Girl” is on air on Green TV. With a unique combination of talents, Tamkenat Mansoor stands as a testament to the convergence of passion and profession. Her journey serves as an inspiration for those aspiring to excel in diverse fields, illustrating that one can successfully navigate the worlds of acting and medicine with equal prowess. As an influencer, actress, and medical professional, Tamkenat continues to make a meaningful impact on both the entertainment and healthcare landscapes.
Tamkenat you are a multitasker, from being a doctor, a single mother to a famous content creator; how has the journey been so far and how did you land into this industry of social media?
The journey so far has been very exciting. I got many interesting opportunities & made a lot of new friends. So been quite fulfilling.
I always wanted to work as an actor & writer. But I was a complete outsider so social media seemed like the right option to showcase my work & make a way into the media industry.
You have marked your name as being a comedian, what challenges do you think comedians face in the industry?
I think the biggest hurdle is the categorisation as a comedian. Because then the work opportunities sometimes get limited. You are not considered for non comedy roles. Other than that, people can take a lot of jokes coming from men but not from women. So you may get policed for saying certain things that men have all the liberty to express.
Tell us a bit about a project that was very close to your heart and why?
I have not done many commercial projects, but each one has been thoroughly enjoyable. Both my serials Kala Doriya & Stand Up Girl were with amazing teams. I had a lot of fun with the casts & learnt a lot because I was lucky enough to get to work with very esteemed actors. But having said that, getting to work with Kashif Nisar so early on my career has been a highlight.
What types of content do you enjoy creating the most?
I find a way to enjoy everything that I do. Whether it is my own content or a collaboration, I make it a point to have fun. That’s one of the most important aspects of work for me.
How do you maintain consistency in the quality of your content and projects?
By being selective. I decided it way back that I won’t make content or take up projects just because I have to be consistently seen. Stand Up Girl came out about a year after Kala Doriya. Similarly, I don’t keep dishing out videos just because I have to.
What do you consider to be your greatest achievement so far and why?
Whenever someone tells me that one of my videos changed their perspective regarding a social issue, I feel very elated & accomplished. Also when people tell me that their parents love my content.
Any upcoming project that you would like to give us some details about?
There is a mini series that I am going to start working on soon. And then another fun project for television. So far I can only say that people will get to see me in two very different yet interesting characters. Let’s see!
Any advice for all the aspiring comedians and content creators?
Just be your unique self. Don’t be afraid to experiment & find your niche. Don’t feel pressured to follow every trend. And be consistent.
Co ordination Umer Mushtaq
Makeup Waqar Hussain
Photography Hussain PI art
Styling @alchemistspk
Embrace the vibrant spirit of spring with our latest collection
‘La Fleur’; where Eastern allure meets contemporary grace.
Dive into a kaleidoscope of colors and patterns that mirror the blossoming beauty of the season. Each ensemble is a testament to the intricate craftsmanship and rich traditions that define our brand.
Model: Mahnoor Sheikh, Areeba Tariq
Photographer: Yellow Jacket
Make up artist: Hassan Ali
Jewellery: Fore.pk
Shoes: Lamour
Paradox London marks its success and enters the new year with gratitude. Paradox held a luxe soirée at Caviar Club for Lahore’s who who. @paradoxlondonpk Pr: Rubia Moghees
Outfits: @lulusaronline
Muse: @hiramaniofficial
Hair & Makeup: @imranaslammua
Photographer: @farrukhzafar
photography & @faryalazmatphotohraphy
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:
Ayesha you have been in the limelight with your outfits capturing a lot of attention recently, tell us a bit about yourself?
Alhamdulilah and Thankyou! I’m extremely grateful for the response my work has received in just a short while. My approach to ASM is similar to my personal life. I believe in honesty, hardwork and prayers! I make a continuous effort to be original and unpretentious.
With a wonderful team who supported my philosophy, I have reached where I am today.
How did you end up becoming a fashion designer? What kind of training or education do fashion designers need?
Since a young age I was inspired by my mother’s aesthetics. Her attention to detail was so refined that as a child I remember her getting my khussas made from the same fabric as my dress for Eid!
I would say I explored fashion through experimenting and studying different fashion trends, combined with my personal choice to find a path for myself. Although professional training is very beneficial, finding your own unique style should be every young designer’s goal.
What’s the difference between a couturier and a ready-to-wear designer?
Unlike couture clothing which is customised and made for a specific client, ready-to-wear are clothes you can buy straight off the rack. Couture is handcrafted and designer to fit the needs and requirements of a client to her personal taste, ready to wear is designed for the likes of the majority according to the latest trends. At ASM both couture and ready to wear lines include fine fabrics and fashionable cuts.
Who are some famous fashion designers you admire?
Oscar de la Renta, Alexander Mcqueen and Coco Channel are my favourites. Coco Channel being no 1 for being a great influencer of her time. For 60 years, Chanel epitomised her signature style simply by wearing her creations. I second her philosophy that “luxury must be comfortable, otherwise it is not luxury,”. Chanel’s designs stressed simplicity and comfort and revolutionised the fashion industry.
What is your design philosophy?
My design philosophy is to create unique, aspirational work that alludes to sensuality and youthful sophistication. Exquisite details, intricate draping, and a nonchalant sense of style characterize the dresses at ASM. I believe in top notch quality, attention to detail and catering to each individuals personal style and requirement.
Tell us about your experience working with some of the prominent celebrities of Pakistan.
Recently we shot a campaign with Mahira Khan, who exceeds her reputation of being extremely humble and professional. It was an utter pleasure to work together and the results were absolutely stunning!
What would you say is the most challenging part of being a fashion designer?
Personally, I have a flare for understanding someone’s mind even if they are unable to fully express themselves. This makes my job as a couturier easier for me. My workforce and I are so gelled together, that united we work to produce a garment that is an absolute portrayal of a client’s dream dress.
What are your favourite fashion trends?
My personal favourite this season is sheer fabric with geometrical hand embellishments, showing a fusion of delicacy and modernism. Cut-outs and asymmetrical hemlines on skirts are also a hit trend i’m loving.
What is your recent collection all about?
My recent collection featuring Mahira Khan and Sadaf Kanwal has been inspired by subtle colors, delicate handcrafted attires focusing on elongating the silhouettes, delicate rain like embellishments that sparkle and make you feel elegant and confident.
Where do you find inspiration for your designs?
My inspiration can come from a variety of sources including nature, art, music, everyday objects, and even my city of Lahore. It’s important to keep an open mind and to look for inspiration in unexpected places. Sometimes a relationship or even an emotion can inspire one to design a whole collection. I believe designing is a way expression, just like painting or singing.
Any advice for the upcoming brides and bridesmaids
As important as it is to look beautiful , it’s even more important to feel beautiful.Love yourself, be confident and have a blast! Everything will fall in place In sha Allah!
LeMubdi celebrates the independent and free-spirited LeMubdi-Woman with its stunning wedding wear collection. Each outfit is a bold statement, meticulously designed and carefully crafted to embody elegance and sophistication. Rooted in heritage, these ensembles are intricately handcrafted, reflecting the brand’s dedication to exquisite artistry while empowering the modern woman to shine on every occasion.
Design: @lemubdi
PR/Coordinator: @rubiamoghees
Model: @aroobsworld
Model: @RidaMirza_
Photography: @Nasir_younas_official
Makeup: @Akshas_glambar
Jewelry: @theembellishofficial
Hair stylist: @beunique_London_
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.
Indulge opulent elegance with the Zain Hashmi Demi Couture collection. Pastel palettes reign supreme, effortlessly intertwining delicate shades with bold demeanor. Each garment is a masterpiece, meticulously handcrafted with intricate embroidery and lavishly embellished with shimmering crystals. It’s couture with an avant-garde twist, where the ethereal meets the extraordinary, bringing forth a captivating fusion of fashion. Step into the realm of sartorial excellence and embrace the future of style.
Dubai, a city known for its towering skyscrapers, luxurious lifestyle, and extravagant experiences, is a haven for wellness enthusiasts seeking the ultimate spa experience. Amidst the desert landscape and opulent surroundings, Dubai’s spa scene stands out as a blend of traditional Arabian rituals, cutting-edge therapies, modern techniques, and lavish settings that promise a rejuvenating escape from the hustle and bustle of everyday life. The city’s spas are nestled within plush hotels, lavish resorts, and standalone wellness centers, each striving to deliver an unparalleled experience.
Holistic Wellness
One of the standout features of Dubai’s spa scene is its emphasis on holistic wellness. Many spas, such as Talise Spa at Madinat Jumeirah, combine ancient healing practices with contemporary methodologies, catering to both physical and mental rejuvenation. Visitors can indulge in traditional hammams, where skilled therapists perform rituals involving exfoliation, cleansing, and massages using natural oils and fragrances. These experiences not only cleanse the body but help one to relax and detoxify.
The city also boasts spas that specialize in innovative therapies, such as cryotherapy, where individuals are exposed to extremely low temperatures to trigger various health benefits, including pain relief and improved skin conditions. Additionally, Dubai’s spas often offer state-of-the-art facilities like hydrotherapy pools, sensory showers, and relaxation lounges designed to enhance the overall wellness journey.
Skincare Regimen
Many spas in Dubai offer bespoke treatments tailored to individual needs. One can step into the Guerlain Spa at One&Only – The Palm for a personalized massage to alleviate specific muscle tension or a custom skincare regimen targeting unique skin concerns. Guests can expect a tailored experience that caters to their preferences and wellness goals.
Spas With Picturesque Outdoors
Dubai’s spa landscape is not only diverse in its treatments but also in its settings. From serene oases overlooking the Arabian Gulf to spas nestled within lush gardens or perched atop skyscrapers, each location offers its unique ambiance for a truly immersive experience. For instance, Amara Spa at Park Hyatt is one of the most picturesque resorts in the city. Some spas provide outdoor treatment areas, allowing guests to reconnect with nature while indulging in their wellness journey.
Ambiance and Design
The integration of traditional practices with modern techniques extends beyond the treatments to the spa’s ambiance and design. Many spas incorporate elements of Arabian architecture and aesthetics, using intricate mosaics, soothing colors, and ambient lighting to create a serene atmosphere. Saray Spa at JW Marriott Marquis Hotel honors this tradition with its Silk Route’s caravanserais. Discover Arabesque embellishments at every corner, detailed impressions, and an enticing selection showcasing age-old therapies employing organic remedies. Its primary highlight is the Dead Sea flotation pool, brimming with therapeutic salts from Jordan. This fusion of cultural influences and contemporary luxury adds a distinct charm to the spa experience in Dubai.
Organic Ingredients
Dubai’s spas prioritize using high-quality natural ingredients in their treatments, further enhancing the holistic experience. Awaken Wellness at Atlantis, The Palm is the perfect place for radiance-boosting facials and nature-themed rituals to try. Guests can immerse themselves in organic products sourced from around the world, from luxurious essential oils to locally sourced herbs and minerals renowned for their healing properties.
Beyond the treatments and facilities, the impeccable service and hospitality offered by Dubai’s spa professionals contribute significantly to the overall experience. Skilled therapists with extensive training ensure that guests receive not only top-notch treatments but also personalized attention and care throughout their spa journey. Dubai stands out as a global hub for wellness seekers, offering an array of spa experiences that combine luxury, tradition, and innovation. From ancient rituals to cutting-edge therapies, the city’s spas provide a holistic haven where individuals can unwind, rejuvenate, and embark on a transformative wellness journey amidst the city’s opulence and charm. Whether visiting for a brief escape or an extended wellness retreat, Dubai’s wellness wonders promise an unforgettable spa experience that nourishes the body, mind, and soul.
Allure By MHT hosted their dazzling jewellery exhibit to a full house at Fashion Pakistan Lounge.
Dive into the lap of luxury with MAYFAIR – WINTER PLUSH, a lavish velvet collection that epitomizes timeless elegance and sophistication. Each ensemble is meticulously crafted to give a luxurious feel, showcasing the harmonious blend of high fashion and exclusivity. Each detail narrates a story of refined style, inviting you to embrace the season with unparalleled grace. Get ready to elevate your winter wardrobe with the velvety touch of MAYFAIR.
Tell us about your background and your journey to becoming a maternity and baby photographer and what inspired you to specialise in this family + maternity/newborn photography?
Even though I had always been passionate about photography it was only when I had my first born, Zaynah that I wanted to pursue it. The purpose at the time was to take the best pictures of her. Slowly as people began appreciating my work I began to think this could be something more than just a hobby. At the time I was also on a career break so I was looking for something that I could pursue professionally while not spending too much time away from her. As I began the journey I tried multiple genres but it was always family and children portraits that pulled my heart.
As a photographer, how do you hold space for mama and baby during these most sacred times of birth and the fourth trimester? What sort of presence do you offer your clients?
I provide a very calm and relaxing environment. My natural light studio is like walking into a familiar home where you will feel instant ease. There are no daunting lights or a team of people watching over. It’s just me and my assistant. I make sure everyone who walks through my door is met with warmth and a ton of patience.
What makes a successful maternity, newborn & baby photographer?
Experience is mainly what makes you successful and being a mother yourself is a bonus. One really has to feel the beauty of these moments to be able to capture them wholly.
How do you prepare for a newborn photography session? And what equipments are needed for this shoot?
Being well rested is the number one priority for me. Newborn photography takes time and patience. Since my style is more lifestyle I don’t need to prep much as I don’t have any fancy props. I rely on parents mostly as that’s where I feel babies should be. A good camera and a lens is all you need.
How do you ensure baby safety during the shoot of a newborn?
I do baby lead posing so nothing is ever forced on the baby. Like each person, every baby is different so we just need to be mindful of that.
What is the one thing you wish you knew when you started your career as a maternity and baby photographer?
To invest in educating myself with a family photographer I admired as early as possible.
Can you describe your photography style?
My style is lifestyle, modern and timeless. As far as I am aware, I am the only one in Pakistan providing specialised family portraits with this aesthetic.
If we were to peek in your camera bag, what would we find?
My go to lense sigma 35mm, a Nikon zoom 35-70. My Nikon Z6ii. A flash (which I hardly use) and maybe some tissues and a pair of socks (I like to shoot barefoot when indoors)
What are the biggest challenges of your profession?
Family photography in Pakistan is still a very new concept. People don’t take it seriously, mostly who do have visited me and realise the joy of it. But for most it feels like too much investment and so the market is limited. But after a decade I think I have been able to bring some awareness that these family moments are fleeting and most parents like me regret not taking enough pictures with their children.
What are some tips for parents looking to do a newborn, maternity and family shoot?
Firstly it’s to make sure you like the photographer’s style. Then it’s important to communicate what you expect from your session. The rest is to have fun. Photographers can try and do their best to make your pictures perfect but unless you are not having fun it won’t shine through.
If you weren’t a photographer, what would you be?
I love this question, I often think about it. Obviously it has to be creative. When I was in primary school in London I loved my woodwork class and I always thought what if I had stayed there maybe I would be creating furniture. Interior designing is also another, I spend countless hours looking at home interiors. I think I got it from my Mama. At one point I wanted to have my own cooking show haha. So yeah I think basically I love being creative.
As we welcome the winter wedding season, we have featured some designers and their luxury festive unstitched collection that will help you stand out this festive season.
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.
Relive the glamour from the Sunsilk Beauty and Wedding Showcase with these unforgettable highlights!
