In the spirit of his 20th year motto, “Giving is the new Achieving” Hassan Sheheryar Yasin brings to PFDC Sunsilk Fashion Week 2014 a collection titled ‘Sher’ which is in homage to and in support of, women empowerment.
To this end, Team HSY collaborates with the Anjuman-e-Khuddam-e-Rasul Allah (AKRA), a renowned community based NGO in Shergarh, district Okara, which is working towards improving education and poverty alleviation. Among its numerous initiatives, there are nearly 4000 students in AKRA’s 30 schools in and around Shergarh, more than half of whom are girls. AKRA also runs a teacher training centre in Shergarh and employs most of the graduates in its schools. The NGO is also well known for its free dispensary where approximately 20,000 patients are treated annually. This health unit is being expanded to a hospital, while vocational training under AKRA’s auspices has also commenced in Shergarh. The NGO’s Board of Management is led by the Founder, Syed Muhammad Mohsin and the current President Mian Muhammad Ashraf Akhund, both sons of the soil. HSY draws from the strength of AKRA, with a project called ‘Sher’, named in homage to the village itself. Starting with HSY’s collection for PFDC Sunsilk Fashion Week, the “Sher” initiative looks at giving back to the country that nurtured him and seeks to empower specifically the women of the village Shergarh, through employment opportunities and highlighting the work of their female artisans through the embroideries, embellishments and detailing found on HSY’s collection at PSFW. The initiative’s focus is not on charitable donations alone but on giving long term and sustainable working and educational opportunities to underprivileged women by empowering them with the skill and resources to earn independently. HSY will also be establishing a scholarship in the name of his mother, his mentor, at the AKRA schools specifically for girls. Donations and contributions are welcomed by AKRA and can be made via A/C No: P830-2, National Bank of Pakistan, Shergarh District.
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. Celebrating 20 years in the industry, Hassan himself holds an honors degree in Couture from the Pakistan School of Fashion Design, an affiliate of La Chambre Syndicale De La Couture Parisienne, France. Hassan 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, the Lux Style Award, the Most Stylish Fashion Icon at the MTV Style Awards, Style Guru of the Year by Indus Style Awards and Designer of The Year 2014 at 2nd HUM Awards. He was also selected as one of I.Q Magazine’s Top 20 Fashion Icons of the World, was ranked amongst Ahlan’s Hot 100 people and Hello Pakistan’s Hello Hot100 for 2013. 2014 marks HSY’s 20 years in the fashion industry.