The modern bride

bridal

This week You! talks to Hira Ali, a contemporary fashion designer, about her latest bridal collection...

The wedding industry is not dissimilar to the fashion industry, in that both are predicated on trends that are ephemeral. The modern-day bride is savvy and prioritises comfort over aesthetic.

Hira Ali - Creative Director at Hira Ali Studios, is known for her audacious approach to fashion, femininity and feminism. She has created bridal collection that celebrates the modern bride in her many faces and facets, featuring unique embellishments using numerous techniques and countless stitches that add dimension and depth to elaboration.

Sharing the inspiration behind her collection, Hira said: “The classical Hira Ali design aesthetic is minimal and edgy whilst being feminine and luxuriously elegant. I was very inspired by the concept of ‘Amour de soi’ and wanted to provide an alternative perspective towards approaching bridals through this capsule collection. The Hira Ali Woman is strong, confident and does not need approval of others to define her self-worth. She possesses Amour de soi, being able to love yourself and value yourself regardless of other’s opinions.”

Hira Ali is a professional fashion designer with a distinction in fashion design from the Pakistan Institute of Fashion Design (PIFD). She received further training at the prestigious Paris based Fashion School - Ecole de la Chambre Syndicale de la Couture after which she led the western couture department at the leading fashion label, Elan for two years.

Her thesis collection “Curiouser and Curiouser” was selected for the PFDC “rising talent” platform and was showcased at PFDC Sunsilk Fashion Week 2016.

Hira officially launched her fashion couture label Hira Ali Studio in May 2017 in Model Town, Lahore. Minimalistic designs are a core feature of the brand that creates a marriage of traditional and modern techniques. True to Hira’s philosophy of presenting reformist fashion, her latest bridal collection presents silhouettes that are modern, creating fashion that does not limit wearers but rather creates a coming together of tradition, splendour and contemporary style.

In an exclusive interview with You! Hira talks about her passion and her design ethos...

You! What sparked your interest in fashion designing?

Hira Ali: I have always been passionate about designing. My mom had a small workshop, I used to spend all my time over there as a kid and my mom was cool enough to let me design the clothes from sketching to overlooking production. When I grew up I noticed that there was nothing out there that I would wear so I started designing myself.

You! How has your work evolved since you began your career in fashion designing?

HA: I started with my thesis collection and I worked for fashion label Elan for two years, then I launched my fashion label in 2017 and here I am with my latest bridal collection. So my work has evolved over the years as I have experimented in pret to formals to bridals.

You! When did you do your debut bridal collection?

HA: December 2017.

You! What motivated you to do bridals?

HA: My own wedding was right around the corner and I wanted to wear something unique so it actually motivated me to come up with my own bridal collection.

You! What’s the inspiration behind your recent bridal collection -Amour de soi ?

HA: Amou de so is a philosophical concept of Jean-Jacques Rousseau that refers to self-love and predates the appearance of society.

Amour de Soi can only be understood in comparison to Amour propre; the kind of self-love that makes us value ourselves over the opinions of others.

 In comparison Amour de soi is a much more primitive sense of the concept of self-love, since it does not depend on competition, pertains much more to the self and one’s own opinion.

You! How long did it take you to complete your recent bridal collection?

HA: All our work is hand integrate and hand embellished. It has taken more hours and stitches than one can count!

You! What is so special about your bridal collections?

HA: Yes, our bridals are designed for the Hira Ali Woman. We provide a contemporary nuance to the design ethos of a modern day bridal. With its fashion forward silhouettes, exquisite craftsmanship and minute attention to detail, the Hira Ali bride exudes a perceptible aura of confidence.

You! What type of material and fabric you have used in your bridal collections?

HA: The collection invites a selection of fabrics like nets and shimmer organzas as well as various blends of glittering silks. The embroidery comprises experimental techniques using crystals and nets as well as silk threads and various beads and crystals.

You! What are the latest trends in bridal wear this season? Since it’s wedding season, what according to you would be trending?

HA: 2019 is all about going back to the start!

You! What seasonal looks and colours are you expecting for brides in 2019?

HA: Neons and Neutrals.

You! What type of jewellery is in for brides? Do they go for heavy jewellery or prefer silver instead of gold?

HA: Contemporary mixed with traditional.

You! Do you take inspiration from international bridal trends?

HA: We research all international trends. From art, fashion, photography, media etc.

You! Why do you think a bride must wear a designer outfit? Do you think it will make a difference?

HA: Depends on the designer.

You! In your opinion, what really makes a bride stand out - her makeup, jewellery or outfit or her confidence?

HA: It’s important for the bride to remain true to herself and everything else will fall into place.

You! What are you currently working on?

HA: Another bridal collection.

You! Do you think social media and technical factors have affected fashion over the years?

HA: Yes.

You! What skills according to you are important for a designer to be successful?

HA: Good aesthetics, understanding design concepts and your own artistic vision.

You! What kinds of future plans do you foresee for your brand?

HA: We are working on multiple things, we have just launched our skin care category under the Hira Ali Studios Banner.

Credits:

Text: MS

Designer: Hira Ali

Models: Zara Peerzada & Anushka Qizilbash

Photography:

Maham Iqbal Bosan

Jewellery: Jewelicious

Makeup: Saad Sami

Styling : Haiya Bokhari