AMIR ADNAN LAUNCHES AN INSPIRATIONAL RAMAZAN CAMPAIGN
For a long time, before social media platforms, smartphones and fashion weeks, the field of fashion in Pakistan had a handful of designers who were paving the way for future generations while catering to those who could afford their clothes. Among them was Amir Adnan, whose fashion label has been around since the 90s and who has styled both superstars and politicians.
As a designer today, Amir Adnan not only creates what dictates the trends but has also evolved into a conscientious designer. At a time when many fashion houses locally get their campaigns wrong with their brazen ideas that not only come off as bizarre but also make you wonder about the ingenuity in Pakistani fashion, Adnan is using his privilege, both as a pioneering menswear designer and human being by embracing altruism, beginning with his own work.
At FPW S/S 18, he showcased an environmentally conscious collection, called Beast. He made history by employing hearing impaired models to walk the ramp. Now, Amir Adnan has launched a short-film that tells the story of a family who communicates with each other in the sign language. The video ends with a public service message that reminds us that “over 5 per cent of the world’s population suffers from hearing loss. Don’t just hear. Listen.”
The issue is close to Amir Adnan’s heart as many of these models work in his design team; this is an inspirational way to promote inclusivity in society and in fashion particularly. The short-video, directed by Adnan’s daughter Parishae, is worth watching.