We’re super proud of our Fashion Pakistan CEO and one of the humblest design talents Wardha Saleem for being chosen to represent Pakistan at the Fashion Scout at London Fashion Week A/W’16! The esteemed platform is UK’s largest independent showcase for emerging and established talents during LFW and a prominent fixture among the Paris showrooms. Frequented by the likes of reputable media and buyers including Anna Wintour, Suzy Menkes, Lucinda Chambers and Sarah Mower, the London Scout is part of the larger Fashion DNA program that gives designers the exclusive opportunity to be trained and mentored by 4 British Fashion Professionals to develop a business model and a line of ready-to-wear A/W apparel for EU Market.
Wardha has taken the opportunity to showcase not only her signature vibrant prints and electric palette but also elevate to a larger theme that puts the spotlight on the rich culture of Pakistan in a new light. With her designs, Wardha aims to break through stereotypical views about the country while charming the audience through her colourful work signifying the vibrant and lively nature of Pakistan and its people. The collection conveys it’s cultural flamboyance through the luminous hues, floral motifs and most significantly, her symbolic use of birds to signify peace in each creation.
Furthermore, she creates distinction through the use of intensely striking shades and threaded embroidery. “I normally work with tons of color and embellishments but we have modified our approach keeping the European Market and showcase season in mind. The collection is relevant to the western market but still stays true to my aesthetics. ” remarked Wardha. Subduing the use of sparkle and shine provided by embellishments, it compensates though the unconventional, electrifying colours putting each attire in the limelight. She displays technique and creativity with her use of unusual fabrics such as suede, raw silks and poly silk along with patchwork, appliqué and laser cut which give the collection an extra boost in setting it apart.
Special custom made hand painted bags have also been created by Wardha Saleem to compliment this collection. The bags have been made in collaboration with Jafferjees, one of the most prestigious leather brands in Pakistan.The entire series directs itself to be a medium of happiness and joy for those with a playful sense of style.
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