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The slow and steady in the fashion race

Ammara experimented with crystals and feathers in her collection at PLBW 2015. PHOTO: PUBLICITY

Ammara experimented with crystals and feathers in her collection at PLBW 2015. PHOTO: PUBLICITY


Having been part of the fashion industry for over a decade now, Ammara Khan finally seems to be treading on an upward track, with her designer-wear ready to take the spotlight.

With her hands already full, Ammara is pumped up to introduce her Luxe Formals collection, which will be housed at her atelier.

“It’s very exciting. I’m thrilled at the response to our latest PLBW 2015 collection ‘Memoirs from a Moonlit Garden’,” said Ammara, ahead of divulging details about her upcoming projects. Her team is also gearing up to work on customised orders from January next year. “I’m feeling great and looking forward to contributing positively to our booming fashion industry,” she added.

Read: The fashion scoop straight from PLBW

This year, Ammara experimented with crystals and feathers in her collections. “This year for PLBW, I used pigeon and pheasant feathers in my work. I painted each one, [there were thousands], and applied them to dresses.” To give the finishing touch, she sewed crystals and pearls onto the feathers. “I can’t explain in words how satisfying it was to see the end product,” said Ammara.

When asked why she often uses crystal embellishments in her outfits, she shared, “I have a love for happy things, be it art, interior or gardens. I feel crystals add that special element to my creations.” Being flexible with her design scheme, she stated that she feels content when her clients are satisfied. “I sometimes have clients who prefer customised designs with less bling on them and I’m always happy to cater to their requirements.”

On the significance crystals hold in her designs, as their use was not as popular before, the designer said, “There is an appeal for the new and the unseen.” Back in 2002, when Ammara embarked upon her journey, she said crystals were a relatively unexplored territory. “My clientele loved the sparkle on all the pieces I was creating. Crystals are never meant to take over or overpower the design element. They are used to enhance the beauty and detail of the pieces,” she explained.

Read: The PLBW 2015 sneak peek

From the time Ammara started her clothing line, her main focus has been intricate, age-old craftsmanship and luxury outfits. She initially entertained clients at her mother’s house and soon relocated to Karachi, launching her own design studio. “Creating an outfit that will be cherished and loved is our motto,” she added.

Read: 22 independent labels to shine at PLBW 2015

Her passion to design clothes takes root in her childhood. “My love for fashion designing began at the age of 10. I would wear my dad’s and brother’s shirts. I’d use belts to cinch the waist and wear sneakers with dresses.” Looking back, she recalled her visits to markets where she’d ask shop-owners to show her bridal gowns. After attending the school of her dreams, Fashion Institute of Technology, New York, and earning an associate degree in evening-wear, Ammara set foot on a journey that is slowly on the way to gaining recognition.

Published in The Express Tribune, October 14th, 2015.

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About Amin Khan

Amin Khan is a web developer, SEO expert, Online Mentor & marketer working from last 4 years on the internet and managing several successful websites.

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