Fashion: You can win them all

KARACHI: 

Bridal couturier Faraz Manan began his career with his mother Memoona Manan 11 years ago. Bridal couture may be where he started from but for the past three years, the designer has been recognised for his lawn collections, which have bagged him a Lux Style Awards (LSA) nomination in the lawn designing category this year.

“It feels great. Although a nomination is good enough for me, I wouldn’t mind winning the award,” Manan tells The Express Tribune. He says that lawn is a special fabric for him. “It’s organic and it comes from our own land. Since I was a kid, I have seen lawn as a symbol of the summer season in Pakistan.”

But despite the fact that lawn has been his claim to fame, he will always be a couturier first. “My couture collection epitomises my signature style, but so does my lawn collection,” asserts Manan. Creating designs for both couture and lawn is no easy feat, but the designer seems to be managing effortlessly. He argues that it is essential to maintain the quality of work and that catering to clients’ needs is of prime importance. “Be it lawn or couture, I ensure that my designs exude elegance. I have learnt never to compromise on that from my mother and siblings.”

Manan’s design aesthetic centralises regality. Having a mainstream Bollywood actor such as Kareena Kapoor as the face of his lawn may be perceived as symbolic of the regal exuberance that is part of his designing mantra. If this is the case, then it may clash with the mass appeal that lawn has in Pakistan. But it can also be argued that Kareena’s universal appeal is a great strategy for Manan to capitalise on.

“My collection is for the masses,” Manan clarifies. “Whether it is India or Pakistan, lawn is certainly a big thing. If an Indian visitor is in town, even if it is in winter, he would be looking out for Pakistani lawn. My couture collection is certainly regal. Lawn continues to be a favourite for both Pakistani and Indian masses.”

The significance of winning awards varies from person to person. For Manan, being presented with an award for his work is important, but getting people’s approval is critical. While for some being handed a trophy may be the be-all and end-all, Manan feels that being appreciated by people has its own charm. He believes that winning awards is encouraging, but it comes with a burden as people begin scrutinising one’s work even more.

“These awards offer recognition for your hard work. They are a pat on the back. But this acknowledgment and business complement each other. There are international actors who have never been awarded but are doing great,” he comments. Manan has his fingers crossed as far as his LSA nomination is concerned and seems positive about winning.

For now, the designer uses Facebook as a platform to communicate with his customers and showcase collections online, but he promises to have an exclusive online presence. With the emergence of e-commerce and growing competition among Pakistani designers, we hope Manan jumps on the e-tail bandwagon soon.