Wedding bells are in the air. As the weather takes on a turn for the pleasant, the wedding season in Pakistan gains momentum exponentially. We were recently treated to some spectacular bridal collections at the Bridal Couture Week 2019 in Lahore. Sadaf Amir, who has been a part of the Pakistani haute couture industry for well over a decade now, exhibited her latest bridal collection “Lagan – The Ethereal Bride” at BCW19. We got a chance to sit down with the designer for a bit in between all the fun and madness.
Q: Tell us about Lagan. What was your inspiration behind it?
SA: Lagan is predominantly inspired by the styles of yesteryears. It’s a modern take on vintage classics. I’ve incorporated elements such as mukesh, dabka and zardozi, but the outlines are very demure, vey free flowing. Mukesh is the most dominating element of the entire collection. It’s a particular genre of embellishment that has recently been cast into the shadows, but it has always appealed to my aesthetic sense.
Q: What is different about Lagan?
SA: Lagan is all about presenting the vintage in a new light. It is comprised of fusion pieces which are versatile yet ethnic, but they pay homage to their inspiration sources beautifully. There are trellis inspired designs, floral and architectural elements and we have tried to put them together in such a way that one should not subdue the other. Rather, they work harmoniously together to create a merged effect. The color palette is very festive, very traditional. There are softer hues as well, but it is mainly a dark toned collection, again adhering to the old concepts of what a bridal dress should be like. Also, we have focused on velvet shawls and drapes keeping in mind the impending winter season. These luxurious accessories that are very tastefully coordinated with the dresses add finesse to the entire outfit while acting as positive enforcers to the theme of old world charm.
Q: How do you feel the trends in bridal couture have shifted?
SA: They’ve progressed in leaps and bounds. Brides these days are very involved when it comes to their big day. Most of them come to us with a basic idea and then we build onto it according to their expectations. From conceptualization to design, all the way to final execution, they’re very much part of the process. Girls aren’t afraid to experiment with colors and cuts. It is all about being unique. Secondly, bridals do not simply mean a dress. It has to come together as a well-rounded, complete look. Drapes, shawls, veils and the likes have come back with a bang and girls are just as conscious about these lesser elements now, as they are of the dress itself.
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Q: How does Lagan cater to the needs of the modern bride?
SA: When it comes to their big day, let’s face it, every girl wants to look like a queen. That is something that we subconsciously grow up with, especially if we’re from this part of the globe. Lagan is all about grandeur and regality. The designs are very stately, almost giving off a sense of travelling back in time. Styled creatively, and with complementing jewelry and accessories, the possibilities of creating very versatile looks are numerous.
Q: How does Lagan cater to the needs of the modern bride?
SA: When it comes to their big day, let’s face it, every girl wants to look like a queen. That is something that we subconsciously grow up with, especially if we’re from this part of the globe. Lagan is all about grandeur and regality. The designs are very stately, almost giving off a sense of travelling back in time. Styled creatively, and with complementing jewelry and accessories, the possibilities of creating very versatile looks are numerous.
Q: As a fashion designer, how important do you feel online shopping apps are, and what is their impact on the fashion industry?
SA: Online shopping has gained enormous popularity because it increases a prospective buyer's reach and options available without having to physically visit the shop. Likewise, it has allowed vendors and designers farther access, immense promotional possibilities and multiple platforms for cultivating new markets. Fashion eCommerce has progressed in leaps and bounds and a mobile app complementing our digital presence is quintessential. Fashuoneurs, a US-based Pakistani startup, helped me through these hoops right off from the start in order to maximize opportunities and for adapting my label accordingly. Mobiles are now the central hub that links designers to Instagram influencers to customers.
Q: Being based out of Washington DC, how do you compare the brides in Pakistan to those abroad?
SA: We need to take into account the fact that the Indo-Pak subcontinent is the hub of design and innovation when it comes to ethnic couture. The variety and options available here to prospective clients are astronomical as compared to over there. Then comes into play the difference in mindset. Brides there are very concerned about factors such as pricing, re-usability and practicality. These however, aren’t placed as great an emphasis upon as they are over there. Also, trends change very rapidly here, whereas there, it is not just highly impractical but extremely costly too, to revamp your entire wardrobe every season since the use of eastern apparel is somewhat limited.
Q: How was the HUM BCW19 experience?
SA: It was a complete roller-coaster. It was nerve-wracking, adrenaline pumping, heartbeat racing and butterflies-in-your-stomach from start to finish. It was utter chaos and then it was such streamlined choreography and execution. It has been a wonderful experience. Such an excellent platform that has created so much awareness and it has made accessibility and reach so wide because it was televised to such a huge audience. You get to interact with the majority of the fraternity – new and veteran alike.
Q: What else do you have the pipeline for our avid followers?
SA: We have quite a few interesting projects coming up. At the moment though, we’re focusing on the bridal collection. But we have introduced the collection on our mobile app along with pret wear. We have been working on improving our digital footprint, employing social media platforms to make our brand and products more accessible to a wider clientele.
I WAS LUCKY ENOUGH TO MEET A PAKISTANI STARTUP IN THE US CALLED FASHIONEURS THAT HELPED ME UNDERSTAND THESE OPPORTUNITIES EARLY ON AND ADAPT OUR BRAND ACCORDINGLY
So here you go folks. That’s what Sadaf Amir had to say about the current trends and about her latest collection. There is no set of guidelines to follow when choosing a bridal. Go with the flow. Go with what feels right in your gut. Not to mention, with what your purse allows! Don’t tax yourself with something that will fill you with regret a couple of years down the lane. Be sure to check out Sadaf Amir’s collection on
