hile we miss fashion weeks, the next best thing to look at is designers’ and brands’ Instagrams. With every new collection dropped, there will be a theme that runs through the collection, which then comes through the official campaign images.

Since every label’s style has been established over time, it is quite wonderful when you find the stylists, art directors, and photographers they work with match their exact vibe, and/or enhance it. And when you start going down that road, the happy surprise is the vision and skill they each bring to their work.

The campaigns we have most enjoyed going through, are all looking to winter and wedding season. Every image radiates crisp coolness of autumn and the cozy comfort one would seek from it.

Hussain Rehar

Moraan Sarkar

Photography: Sajjal Sajjad

Styling: Yasar Aziz
Show Director: Mohsin Tawasuli

Hussain Rehar is a mood all on his own, and has a signature style that though is overtly very luxe and upbeat, has baroque-gothic shades that show up in color, embellishment or presentation. His five-year celebratory show in Lahore was exactly how one would picture it, his designs perfectly complemented by the royal backdrop, and the mood of the event and collection captured by Sajjal Sajjad.

Maheen Khan

Going GAGA

Photography: Nadir Toosy

Hair & Makeup: NABILA

Sometimes a fashion editorial need not be complicated, simply designed to highlight the outfit, and the designer’s aesthetic. Maheen Khan created the Going GAGA collection in response to the nostalgia she felt for the excitement of fashion week. Her designs have always been no-nonsense and structural, while exuding a very understated femininity. Nadir Toosy grasps the essence of Going GAGA, letting the silhouettes and drapes speak for themselves against stark backgrounds that seem to be the natural fit for the collection.

GENERATION

Panjeeri Aur Assu

Photography: Mahoor Jamal

Concept: Huba Akhlaq

Art Direction: Ifrah Khan/ Hamid Mukoo

Styling: Harris Masood

Panjeeri Aur Assu is a very traditional-looking shoot, which of course, has been GENERATION’s aesthetic from the get-go. Even when the label experiments with fabric or futuristic cuts, their design philosophy shows in embellishment or palette, both of which always seem as though drawn from nature itself. In Mahoor Jamal, they have the perfect cohort, as the photographer creates beautiful work in and out of fashion, and the Panjeeri Aur Assu creative team puts the pieces together for the collection’s campaign.

The Pink Tree Company

Mehndi Hai Rachnay Wali

Photography: Jaffer Hasan & Ali Ahmad

Stylist: Amal Qadri

Set Design: Daniya Athar

The always elegant but still somehow one of the most vibrant aesthetics out there has to be The Pink Tree Company’s. The label usually works with photographer Jaffer Hasan, who captures the exact mood of every collection, every time. With this wedding-wear collection, the imagery calls back to traditional Pakistani weddings decades ago, and seems every bit as fun as we hope shaadi season will be.