Established in the year 2000, HSY is best known for combining contemporary silhouettes with the traditional techniques of old. The brand’s inspiration is distinctly Pakistani and Middle Eastern peppered with western influences. Easily recognized as one of the biggest names in fashion in the region, Hassan Sheheryar Yasin is the fashion force behind the label and has been referred to as the ‘New King of Couture’ by Harper’s Bazaar magazine. Yasin holds an honours degree in couture from the Pakistan School of Fashion Design, an affiliate of La Chambre Syndicale De La Couture Parisienne, France. Currently serving as a member of the board of directors of the Pakistan Institute of Fashion and Design, Yasin is also one of the founding members of the PFDC and the recipient of multiple ‘Designer of the Year’ awards, including the Ahlan Fashion and Lifestyle awards in 2009, the Lux Style Award in 2005 and in 2007, the Most Stylish Fashion Icon at the MTV Style Awards in 2008 and Style Guru of the Year by Indus Style Awards in 2007. One of I.Q Magazine’s Top 20 Fashion Icons of the World in 2009 and amongst Ahlan’s Hot 100 people of 2009 and 2010, Yasin has been actively involved in the world of fashion for over 15 years.
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