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A clean sweep
ln keeping with the relatively new trend of launching beauty products in an innovative manner, a multinational introduced its latest offering for ‘full, thick hair’ recently in a creative way. Whether the shampoo is effective or not remains to be seen, but there is no doubt that the launch left quite an impression.
The guests who arrived at the venue found the models posing as live exhibits at an art gallery, draped in flowing white dresses designed by the Asian Institute of Fashion Design students. Their hair, the focus of the event, was coiffed into elaborate hairdos by Depilex and the watchful eye of Musarrat Misbah. Different hair accessories such as flowers, beads and peacock feathers had been used as embellishments.
Choreographed by Imran Kureishi, the brief show was a hit with the guests. The concept was off the beaten track and even more commendable was the fact that it began more or less on time
After every few minutes, the models would change their posture, and though they looked elegant in the graceful albeit uncomfortable poses, one must admit that they could not have been the envy of the guests.
Occupying a prominent position in the room was Iraj, dressed in the style of an Egyptian princess and seated on a make-believe throne with four males standing guard around her. At their feet were four mimes dressed as birds.
Marking the beginning of the launch, the mimes broke into dance followed by an impressive visual presentation. The climax came in the form of Iraj moving down the stage, her flowing gown that until then had covered the throne, sliding down to unveil the new product. The mannequins who formed a long trail behind her as she left the hall. After another dance sequence, the four mimes followed the entourage. Choreographed by Imran Kureishi, the brief show was a hit with the guests.
The display, however, reminded this writer of another show done by stylist Nabila a few years ago in which the models had posed as mannequins.Whether somewhat inspired by it or not, the launch of the new variant of Pantene shampoo was nonetheless off the beaten track and even more commendable was the fact that it began more or less on time, with many guests sheepishly strolling in long after the show was over.
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