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Designing lifestyles
Zoya Afzaal’s is a new name in fashion designing, and she defines her synonymous label with her signature style delicate embellishments, trendy cuts and contemporary designs. For Zoya, it all started in 2003 with a workshop in fashion designing with Shazia Waqar at the Indus Valley School of Art. This paved her way towards the Asian Institute of Fashion Design, where she took up skill development courses in draping, sewing, pattern-making and fashion illustration. She feels that practical studies are very important, even though one may have aesthetic sense “which plays a huge role” — but it is the combination of knowledge and aesthetic sense which helps one produce good work as a designer.
Equipped with professional knowledge, Zoya feels proud to call herself a designer and comfortable being inconspicuous. “I cater to a well-established, niche clientele, so for me being famous is not everything.” She talks about her first collection, Shimmering Moments, comprising formal and bridal wear which was displayed at the Wedding Extravaganza in November last year. “This exhibition became my launching pad in Pakistan and the experience was fantastic. It broadened my view about what people expect and want from me as a designer.
“Besides the commercial benefits, the exhibition also allowed me to interact with the media, meet editors of leading print houses, fashion journalists and also big names in fashion designing who asked me to work for them. It has been great motivation and I am very glad that our seniors and professional media gurus are so supportive towards upcoming designers.”
Shimmering Moments is a blend of the ethnic and the contemporary. “The origins of ethnic wear lies in the Moroccan style: well-toned, delicately embellished in metallic hues and dazzling with turquoise crystals depicting the Moroccan sands. The contemporary line, on the other hand, is urban and very hip including eastern and western wear, embellished with Swarovski crystals and sequins of various styles.”
Zoya incorporates her client’s needs into her personal style based on delicate embellishments, smart cuts, monotones and contrasts. “I respect individual needs and always discuss the colours, embellishments and cuts with my clients to fully accentuate their personality. Marriage is a grand event and I believe a bride should wear a dress that not only represents her individuality but enhances her personality as well. The attire should surpass the groom’s expectations of a perfect bride.”
Zoya Afzaal is proud to call herself a designer and comfortable being inconspicuous. ‘I cater to a well-established, niche clientele, so for me being famous is not everything’
Zoya believes that a perfect ensemble is a blend between the elements of the designer’s imagination and the wearer’s individuality. Her label also appears to be doing well abroad and she is looking forward to expanding things further. “My line has received a warm response in London and the US, and my work has gained recognition by word of mouth because of its quality and intricate designs. My experiences here and abroad have given me a boost to venture out on a larger scale,” she says.
Zoya says she is now all geared up for the second Wedding Extravaganza to be held in the last week of April. “Last year etched my initial steps into the fashion industry and by the grace of God, I received a very good response. I have been very busy the whole season with bridal orders, and I have also been working on my winter/autumn collection. Even though I never got a chance to publish my work in any leading magazines due to a busy schedule, I have managed a good clientele. I am sure the next exhibition will prove to be much more positive for me.”For the upcoming exhibition, Zoya intends to introduce a collection that mainly comprises bridal wear such as lehngas, shararas, ghararas and also a relatively practical line that will be wearable at post-wedding occasions. “Earlier I had displayed a number of light, evening-wear outfits, but this time I am concentrating entirely on bridal wear. The collection will carry silver and antique work in bright greens, hot pinks and a lot of whites.”
This year, Zoya will also be presenting her collection on the ramp for the first time at the exhibition, and she is visibly thrilled. “My collection will comprise bridal wear and saris and it is still in the making. I’m hoping for a positive response from the audience,” she sounds off on an optimistic note.
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