ast month, Lahore-based fashion designer Hassan Sheheryar Yasin - affectionately known as HSY and Sheru - celebrated 30 years in the fashion industry. His prominence in the entertainment world often eclipses his primary identity as a designer catering to both men and women. Indeed, his brand offers a diverse range of attire, from bridal wear to custom couture and formal attire for women. His menswear collection is equally expansive, featuring sharply tailored formal suits, groom wear, as well as kurta shalwar, waistcoats, prince coats and sherwanis in variety of colors and fabrics.

Celebrating this significant milestone, HSY rolled out the red carpet for an event showcasing various collections. More than just a fashion show, the event served as a tribute to the family and friends who played pivotal roles in supporting HSY from the outset.

Among them were his sister and niece, who graced the ramp with their presence.

The fashion showcase comprised three distinct collections -Trousseau, Couture, and Resort – all adhering to the night’s white-themed aesthetic. It was a testament to HSY’s evolution as a designer and an embodiment of his quintessential style.

True to HSY’s innovative spirit, the event merged fashion with technology, featuring live presentations alongside digital fashion for a global audience. This fusion aimed to underscore the brand’s core identity: Made in Pakistan.

Rather than solely focusing on inviting local celebrities from Pakistan’s entertainment industry or featuring them as showstoppers, HSY extended invitations to members of the international fashion community.

Among the esteemed guests were luminaries such as Shoa Caan, Burberry Middle East head; Ayman Ahmed Fakoussa, co-founder and managing partner of The Qode, LVMH; Daniel Lee, a renowned creative director who has collaborated with icons like Beyonce, Nicki Minaj, and Mariah Carey; Sufeena Khan, IAM Entertainment’s vice president representing artists like AP Dillon and Mariah Carey; Kunwal Safdar, celebrity chef and founder of Moreish by K; Enrique Hormingo, Montroi’s founder, UAE celebrity Nina Zandnia; Haseeb Ahmed Shah and Khaled Sharan, Creative Clinic’s co-founders; and Adhrita Nowrin, an entrepreneur and investor with expertise spanning DeepTech, Fintech, Startups, Investments, Fashion, and Real Estate.

The presence of these high-profile guests aimed to elevate the global perception of Pakistani fashion beyond local markets.

Additionally, Pakistani fashion icons like Vaneeza Ahmed, Sunita Marshall, Hasnain Lehri, Fouzia Aman, and Mehreen Syed walked the ramp during the event.

“I am deeply honored and truly grateful for everyone here and for the opportunity to transcend boundaries, exceed expectations, and showcase the best of Pakistani fashion to a global audience,” remarked HSY regarding this landmark occasion.

Throughout the years, HSY has not only served as a designer for his brand but has also choreographed numerous fashion shows, hosted his own TV show titled Tonite with HSY, dressed various celebrities, and even performed at Pakistan’s prestigious Lux Style Awards alongside celebrities like Reema Khan.