HSY the label is only seven years old, and already one of the biggest things to happen in fashion in the last decade in the region. Hassan Sheheryar Yasin has been actively involved in the world of fashion for over a decade now. He has been working as a fashion choreographer since 1994 and since then has done shows as a choreographer and designer in Lahore, Karachi, Islamabad, Dubai, Bahrain , Muscat, New Delhi, Jordon, Manchester, Toronto, New York, Los Angeles, San Francisco, Houston and Washington D.C.
HSY is the most sought after luxury fashion house that’s more than
just a label it’s a complete lifestyle. The aim is to bring this lifestyle to a greater audience. HSY comprises of 5 brands: HSY Wedding, HSY Couture, HSY R2W (ready to wear), HSY Homme and the project in collaboration with Bareeze called BHSY. With the Launch of HSY Active and HSY Denim at the Dubai International Fashion Week, HSY has emerged as the only complete brand in Pakistan. The HSY collection is available in Lahore, Karachi, Dubai, Manchester and Houston.
HSY is the winner of Designer of the year award at the Lux style awards 2005 as well as 2007 in Malaysia. The label also won Style Guru of the year by the Indus Style awards 2007.
HSY designs are for the modern, confident woman who believes in herself and knows how to flaunt fashion, who feels that timeless elegance and classic grace is important to her! A woman who thinks that she should be complimented by her clothing, not overpowered by it.
The aim at HSY has been to showcase a diverse collection in order to represent the rich cultural heritage of the East. The over all ambiance is very ornate with great emphasis on the use of cuts, both ageless and contemporary, to create a look which is elegantly classic yet sophisticatedly modern.
The design philosophy behind HSY couture and wedding is timeless elegance. The colour palette is in accordance with the international forecast. There is a wide variety of pure, indigenous fabrics including jamawars , silks , chiffons , chantilly lace and other luxurious fabrics. Heavily embellished raw silks and chiffons dominate the collections with intricate threadwork and crystal based embellishment that adds to the grandeur. There is variety in silhouettes and colors; from the short and fitted to the long and flowy and from the soft pastels to the rich, vibrants. All in all, the HSY couture radiates luxury and the superiority of the clothes speaks for themselves.
On the other hand HSY’s ready to wear line caters to the young, style conscious woman of today who likes to dress with sophistication. Here the traditional trend and design meets modern flamboyance in style! The line represents freedom of expression, comfort and exuberance. The collection is all about reaching out to the masses; it’s affordable, trendy and exclusive. Every season a new range comes out with a new theme and color palette, which makes four collections a year. Rich, vibrant colors along with soft pastels make the collection young and fun!