LAHORE: The three-day bridal extravaganza Pantene HUM Bridal Couture Week 20 by HUM Network Limited concluded with some forward, contemporary and in-vogue bridal trends, following all government issued SOPs.

The final day also witnessed legendary Arif Lohar, Sonya Hussayn and other celebrities on the ramp as showstoppers and a special performance by Azaan Sami Khan on song Main Tera from his debut album by the same title.

Show One on Day Three of the bridal extravaganza kicked off with the designer extraordinaire Ali Xeeshan’s Numaish. His collection was a pledge against the old-age tradition of dowry and an effort to educate today’s youth to say no to dowry, followed by Sable Vogue Atelier’s Mussarat Sultana featuring exquisitely handcrafted renaissance pieces that were cut to perfection and intricately detailed in Swarovski, zari, tilla, marori, hand-worked pearls and Mukesh.

Next in line was Jermyn Street’s Shab-e-Vasl which was a fine blend of sequins, pearls, tilla, zardozi, dabka and embroidery. Each piece of this collection was crafted to perfection and tailored to class, followed by Ayesha & Usman’s Riwaayat showcasing a harmonious blend of beloved tradition and timeless stories. Show One of PHBCW concluded with rising fashion brand Nisa Hussain’s debut bridal collection. Her collection reflected the brand’s take on traditional subcontinental bridal wear, infused with the designer’s signature silhouettes and embellishments. Set in rich, luxurious materials and embellishments, the collection had a diverse colour palette ranging from neutrals to red.

Show Two started with a special performance by the gorgeous Amar Khan and Hammad Shoaib on The Wedding Song of the Year by Telenor. Showcase in the final segment commenced with the Grand Couturiers’ segment featuring capsule collections by Pakistan’s most loved bridal designers Amir Adnan, Mahgul, Sania Maskatiya, Rizwan Beyg, Nilofer Shahid, Faiza Samee, Zara Shahjahan, Elan, HSY, Omer Farooq by Republic and Sana Safinaz. Highlight of the segment was Azaan Sami Khan’s performance on his song Main Tera from his debut album by the same title, which is set to release under HUM Music on Feb 10, 2021.

Ahsan’s Menswear was next to showcase his collection River which was a culmination of bespoke fabric, prints and the designer’s master craftsmanship. The Pantene HUM Bridal Couture Week 2020 came to an end with Zaha Couture’s Rashk-e-Qamar. The inimitable Khadijah Shah brought her signature design flair and opulent finesse to Zaha’s luxurious debut bridal collection. Every piece of her collection was an ode to our rich heritage and the beauty of love itself.

Day Three of the three-day bridal extravaganza also had a brilliant line-up of celebrities walking for the designers – the dashing Muneeb Butt showstopped for Jermyn Street, while the gorgeous Zubab Rana graced the ramp for Ayesha & Usman. The evergreen Resham and the beautiful Hareem Farooq walked for Nisa Hussain. The finale for the day by Zaha Couture featured the sensational Sonya Hussayn as showstopper.

Ali Xeeshan presented his latest collection “Numaish” for Hum Bridal Couture Week 2021. This time he is trying to make a dialogue with the masses on a deep-rooted dilemma-dowry (Jahez). The campaign sheds light on the epochal and alarming issue of families fretting over saving money for their daughters’ dowry instead of their education that is by far more important.

Therefore, Ali Xeeshan has taken upon himself to take a stand against this hapless practice rampant in our society spreading awareness about this superfluous menace spoiling the lives of millions. His new collection aims to educate today’s youth to pledge that we will say no to dowry.

Sable Vogue Atelier’s Mussarat Sultana defines the designer’s regal heritage and is an ode to the classic elegance. The collection features exquisitely handcrafted renaissance pieces that are cut to perfection. intricately detailed in Swarovski, zari, tilla, marori, hand-worked pearls and Mukesh, Mussarat Sultana promises a timeless appeal and grand statement.

Published in Dawn, February 7th, 2021