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Friday, 23 May 2014

Pakistani high fashion


Pakistani high fashion arrives in the UK
Asian Image: Pakistani high fashion arrives in the UK Coveted designer Zehra Saleem showcased her new fashion line in luxury surroundings at the Cotton’s Hotel and Spa in Knutsford, Cheshire to a fashion savvy audience.

The event demonstrated the commercial relevance of the Pakistani fashion industry.

Events Executive Lubna Ahmed said, “I believe fashion is revolutionary. It empowers women.  I wanted to bring new sartorial ideas to the UK so fashion lovers here can stay current.
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“There is a pool of talent in Pakistan. The fashion industry is thriving there. It is important to support and nurture young designers. I wanted to bring recognition to the diversity and talent that there is in Pakistan.

“Pakistan is renowned for its innovative creativity in fashion. I wanted to transport that potential to the UK.

“Organising an event of this nature requires a certain amount of intuitive artistry. This is why I approached Zehra Saleem.

“Her designs are so diverse which I knew would corroborate well with the culture in the UK.
 
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“The synergy was perfect.

“ Just as I anticipated, the launch generated a tremendous amount of excitement.

“Furthermore I was delighted to introduce the charity The Citizens Foundation whose tireless work aims to educate underprivileged children in Pakistan.

“I felt this particular charity would resonate with our target audience as the guests were mostly mothers who would identify with wanting the best for their children.
 
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“I believed firmly that The Citizens Foundation would hold a massive appeal to the audience.

“An imperative part of the event was to raise awareness of the desperate state of education in Pakistan.

“This year alone, The Citizen’s Foundation have enrolled 19,000 additional children into schools and started 90 new schools. The number of schools built by UK donors is 40.

“It was important to highlight this cause to our guests.
 
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“The overwhelming response from our guests pays tribute to the importance of the incredible work The Citizen’s Foundation is doing.

“I am delighted that the fashion event has come together to raise awareness for this serious cause.”

Despite her tender age of 25, Zehra has quickly developed a loyal following both in Pakistan and abroad since launching her eponymous label in 2010, reflecting the ever-increasing globalisation of the fashion industry.

Zehra Saleem said, “I was delighted when Lubna approached me for this exciting event.
 
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“It was wonderful to showcase my new line in the UK. The bespoke environment was the perfect setting for my new collection.

“Fashion is a fast paced industry, and Pakistani fashion, infused with its rich culture commands an international appeal.
 
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“I am proud of my Pakistani heritage, and that is depicted in my clothes. My work is characterised by the theme of freedom and liberty, particularly when it comes to women.