Daily Times

Saeeda Mandviwalla spoke to us about the design methodology behind “Hair Fashion Scout”. This is a great new segment fresh off the London Fashion Week runway and it’s the first time in Pakistan that a hair brand has taken on a segment for showcasing trends on the catwalk. Here’s the great thing: the inspiration for the segment comes not only from the latest hair and fashion trends but also from our own heritage – it’s got all the perks of international fashion week shows but with local flavour!

This is how Hair Fashion Scout works: first off, Saeeda and her team start by identifying talent which they admire for creativity, aesthetic, as well as the capability to tailor the end-product to practical life. Saeeda says she is “passionate about ensuring everyday suitability” for the Pakistani woman. Cuts, colouring and styling are all sculpted such that it is easy to maintain in day-to-day life.

The talent picked for this year’s FPW segment: Sania Maskatiya and Gulabo by Maheen Khan. Sania’s incredible designs, with the inordinate attention to detailing, attracted Saeeda’s team. We can expect that these two mega-brands – Toni & Guy and Sania Maskatiya – will be pushing each other to bring out the very best in creative brilliance – with a twist of practicality. Look for effortless hair, vintage volume, creative braiding, revolutionary hair contouring techniques, fringes and all with a slice of glamour – it’ll go perfectly with this year’s Winter Festive FPW theme. The perennial Maheen Khan brings to life her inspired collection ‘Gulabo’ – this was something the Toni & Guy team felt they could go a little wild with. Expect vibrancy, waves, and curls!

It’s truly wonderful when different facets of the hair, beauty and fashion industry work in cohesion because the ultimate beneficiary is – you! The designers and stylists bring out the best in each other, constantly working together to perfectly visualise and bring to life the brainstorming of their “mood board”. This great new venture has been fully supported by the Fashion Pakistan Week council – giving the entire event an excitingly innovative vibe. There’s anticipation in the air. Saeeda tells us that this tremendous support and wonderful environment has painted FPW in an exhilarating new light. We can’t agree more.