July 11, 2004

Hassan Sheheryar Yasin is not your average fashion designer and choreographer. He is one of the most creative forces taking Lahore, and the rest of the country, by storm, which is why Images caught up with him for a lowdown on all that is HSY.

Through the course of the conversation, the fact that became apparent, even more than his many talents, is his keen intelligence and how quickly he talks. “I was president of my school and college debate teams,” he revealed when his mile-a-minute verbosity was mentioned. “You can get me to talk anytime.”

And talk he did. He spoke about his views on politics, his passions in life and, of course, his work. The conversation covered a whole range of topics — from the merits of Chicago versus Moulin Rouge, to the US and Pakistan’s foreign and military policies. Wearing a casual, elegant shirt and a pair of well-worn branded jeans, the designer was equally informal with his words.

 

‘I love catwalk shows. They are my favourite part of designing. To see your whole collection together on stage — there’s nothing like it. What you create is a reflection of who you are at that moment in time’
 

HSY began his career some nine years ago as a choreographer for a show. “I love music and choreography was a great way to indulge in both fashion and music,” he explained. “My first show was with Nilofer Shahid in 1994, and there has been no looking back for me.”

Gradually, his work expanded into other areas of the industry. “I was in the second year of fashion school when I decided that I wanted to do more than just choreography — I wanted to design as well. My whole perspective to fashion school underwent a drastic change then.”

Success came quickly to HSY, and he has accomplished much since then. He has directed countless fashion events and done award-winning work on an equal number of music videos and films. He is now working on a new TV show about fashion. His work in choreography often synergizes with his designing and he frequently choreographs the shows he designs for. His love for music is reflected throughout.

“I have a passion for music and anything that revolves around it. I can’t design without music.” While music enhances the experience, the designer enjoys all parts of the designing process. “I love every aspect of being a designer,” stated the Scorpio, passionately. “I love the part where you have the option of turning a line into any desired shape. Production is great fun, too. Seeing it grace a human form is what it’s all about, but I think the best reward is when my clients appreciate my work.”

His eyes light up as he talks about the catwalk. “I love catwalk shows. They are my favourite part of designing. There’s nothing like seeing your whole collection together on stage.” The designer’s collections are very much a mirror of his own perceptions and philosophies. “What you create is a reflection of who you are at that moment in time,” he explained.

HSY loves his work and despite success, has his feet firmly on the ground. “I love my work and I think my life has become better because of it,” he shared, adding that success hasn’t lessened the hard work he puts in. “Life hasn’t changed much except for the fact that I now have less time than I did before.”

Although he’s an artist, Yasin is an equally astute businessman. “I think all designers sell an image. This image affects the way people look at us and at those who choose to wear what we make. Thus, we should pay great attention to whatever it is that we are selling, for it says volumes about us as individuals and as a society.”

His personal design philosophy is equally simple and straightforward. “Pure, clean-cut and linear,” attested the designer. A great fan of Giorgio Armani, Yasin admires the haute couturist’s ease of design. “What makes Armani the premier designer of our time is his extraordinary ability to combine style, texture, cut and colour. Like all great artists, he makes simplicity look easy.”

HSY also admires Armani’s business sense and ability to stay true to his vision. The Lahori’s own sharp business sense and focus is one of the reasons he is not over-expanding. “Right now, I want to concentrate on what I’m doing. Once I’m satisfied that I have achieved what I initially wanted, I would like to branch out to other avenues of fashion and apparel.”

The designer doesn’t take a backseat when it comes to stating what’s on his mind, specially regarding the state of fashion in this country. “More media attention and better fashion education are necessary to improve the level or quality of Pakistani fashion. I want to be able to assist in making the phrase ‘Made in Pakistan’ matter in the world of fashion.”

HSY is particularly close to his mother, and credits her as the woman behind his success. “My mother runs the production part of my label. I think it’s her love and care and immense attention to detail that makes our clothes what they are today. My most rewarding moment so far has been when I was able to give my mother what she had always wanted or needed.”

Yasin mentions his mother throughout the interview and it is clear she’s an integral part of his life. “The best compliment I have ever received was when my mom told me that the clothes I make made her feel happy!”

Despite having delegated production to his mother, the designer is very hands-on with his fashion house. “I am a control freak,” he stated poker-faced. “I have to make sure that I know what is going on in every level of production.”

HSY loves desi food, socializing and talking. He has ambitious plans for the future, but in the interim, is just enjoying the ride. “I have tons of dreams, but I don’t want to get lost in them. Rather, I want to find focus and direction from them. I plan to expand in many areas of fashion and beyond,” he shared with a confident smile. “But all in good time.”