Bigger and bolder

“We’re building a portfolio. It’s as simple as that”, Hassan Shehryar Yasin talks about what’s in store for HSY

“No time is a good time”, laughed Hassan Shehryar Yasin, the man behind the eponymous HSY designer label when asked whether he was in the mood for a little heart-to-heart. And no wonder because for the past year or so, Hassan has been working somewhat like a maniac, like a man on a mission to rule to world with scissors, sewing machine and sketch book in one hand and a keen sense of business acumen on the other. If there is one thing Hassan understands other than choreography and fashion design, it’s to ‘think’ big and how to ‘be’ big.

He immediately starts off by saying that “I know the country is going through mourning and I don’t want to be talking about my achievements – it sounds cocky. I was in Dubai when Benazir died, and I flew down the next day because I felt disconnected from everyone (at home). I wanted to spend time with my family and it’s a terrible thing that happened. But the Pakistani spirit is to go on despite whatever happens.” And going on is exactly what HSY the brand is doing. With a massive show scheduled sometime in early February in Masqat, on special invitation by the government and having launched several new lines in his recent fashion show, Hassan is sure to have his hands full.

With an eye focused firmly on the Middle East, and with plans underway to establish a large presence there complete with all of his sub-brands, Hassan is quick to state that “We’re building a portfolio it’s as simple as that. If a designer needs to cater to an international market, it needs to have a portfolio of products. It needs to show what it can give, and not just talk about it, but have a product handy”, he goes on to say that “the international market is not just looking for capacity but they’re also looking for diversity. Right now, I can go up to a large company and tell them that we can cater to their needs – good or bad we’ll get it done. We can build an image of more than just Pakistan, but of a brand with a Pakistani base in the global industry.”

He initially mentioned having plans to launch an abayya line, HSY Noir in the Middle East, when can we expect to see Hassan’s twist on Islamic fashion? “We’re still in prototyping the HSY Noir line in the HSY studio in GCC and we have a fantastic team coming in from London to do the interior” he goes on to mention that HSY is also currently in the process of “teeing up with one of the largest luxury brand promoter in the Middle East” as a partner and not as a client. The tone of his voice betrays the obvious excitement he’s feeling at the potential.

Expansion also translates into a bigger team for any fashion house and an armload of designers designing for that label. Even though HSY currently has one of the largest sources of manpower hired by a designer label currently in Pakistan, one couldn’t help but wonder where Hassan puts in his personal creativity at work. “One thing that I still do personally is my favorite: the bridal line. We have to, it’s our bread and butter and it’s essentially us,” he replied, “But the design team I work as a creative director. I tell them which colour, fabric, concept to use and ask them to design and show me the sketches. In fact I’m embarrassed when other people don’t do this as often. It’s happening all around the world”

First Published:
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January 13, 2008