The sole purpose behind the mall activation held recently by L’Oréal was brand introduction. That it was done by way of an extended and elaborate fashion presentation at the Dolmen Mall in Karachi is a different matter. The four major evening/formal looks conjured up followed by the presentation served to effectively diversify the concept. Identified as Le Glamour, Le Smoky, Le Sensual and Le Shocking, the looks were redefined by a panel of experts to match the latest trends of the industry as well as to go with the ongoing season.

The make-up looks were executed by Saba Ansari of Sabs Salon stationed at on one end of the ramp from where she supervised the look of each model before she came on to the ramp area. The designers had created outfits keeping in mind the specific look given to each model.

Sadaf Malaterre with Le Shocking experimented with fusion cuts and took on colours such as pinks and oranges head on in her interesting colour palette. Case in point: a polka-dot sari that was brilliant and outstanding. The designer also showed more such as layered tunics and pants in watermelon pink with somewhat conservative cuts with just the right amount of dare for a public venue.

Shehla Chatoor’s Le Sensual went with a gold and beige sari for the opening number while Rubya Chaudhry in a toga-esque halter-top ivory number with a slit scaling all the way up to her thigh may not have been the best of choices keeping the nature of the presentation [it was in a public mall with people looking down (read: ogling) from the upper floors]. The third outfit by the designer — a jumpsuit with a tassled cape — was quite fetching.

Deepak Perwani kept it simple and mostly black and charcoal grey given that he had to work around Le Smoky. Iraj created a sensation in a black number followed by a longish bubble skirt and a cocktail dress for the last piece.

For Le Glamour, Sana Safinaz won hand down for an off-shoulder bright blue number with dazzling rhinestones showed off by Mehreen Syed who did full justice to it.The orange jumpsuit with a self-motif in a darker shade worn by Maha as well as the sexy black number with heavily worked fitted pants were also a triumph.

The event was also open to visitors who could consult skin and beauty experts such as Ujala Zia, Peng Qureshi, Dr. Khilji and Dr. Faisal.

At the end of the day what matters is reaching out to the people and bridging the gap as a direct result of such activity. Whether this particular exercise managed to achieve its preset goal is somewhat unclear. Although the crowds seem to be falling all over each other to get a good look at what was going on, most maintained a safe distance except for a brave handful who ventured forth to try out the product.