Bonus Assignment

Success Story Of

Ammar Belal
The designer known for his quirky brand ABCD has now sobered and matured as he puts forth
exclusive men's wear label, 'Ammar Belal' in Karachi, it is obvious that he is harking back to
classic from crazy in your face fun.

To Ammar Belal, fashion comes naturally and the production of it is hereditary; he didn't have to
study fashion to venture into designing and he didn't have to set up a clothing factory to produce
his designs (he is the son of one of the leading knitwear exporters of Pakistan). It just took an
internship at Selfridges to brush his designing skills enough to launch ABCD and place the brand
at his mother's chain of stores across the country. The brand was his take on casual wear, which
he advertised extensively, along with super model and fiancee, Aaminah Haq, and they soon
were the talk of the town.

They did crazy things together, something that will always be a part of the history of fashion,
their martial arts inspired documentary - which was actually a prefix to their Satori collection.
Then a music video 'My Favorite Dream' based around his next rock-inspired line rocked our
world. Now everyone knows about the prolific fashion past that Ammar has had. Then ABCD
went off the shelf and Ammar was only found making appearances at fashion events.

It was last year that this young, flamboyant, every inch a fashion designer, launched himself into
exclusive men's wear. One saw formal shirts, jackets and everything to do with a gentleman's
wardrobe stocked at his store in Lahore. Ammar has evolved his label into one, which caters to
formal men's wear and high end accessories, all manufactured in Italy and other parts of Europe
by vendors who supply to labels like Versace and Gucci, according to the designer.

Ammar launched what he calls a 'lifestyle' store in Karachi on main Zamzama this past weekend.
And he has put his heart in it. The designer seemed exhausted running around from one floor to
the other, meeting the guests and dealing with the television media - which was thronging the
three floors. "It's thrilling because I am not opening a store in Karachi but launching my own
lifestyle brand - a concept I tested last year by opening a small store in Lahore," says the
designer who always dreamt of opening such an outlet." And Karachi designers came out to
support his effort. Rizwan Beyg, Nomi Ansari, Sadaf Malaterre and Shamoon of Khaadi, came to
greet the youngster on his latest feat. And of course, Deepak Perwani
who landed with model ZQ screaming and shouting in a police uniform, as if he is here to raid
the place. Ammar was startled; both of them were coming from a drama shoot and took time off
to make an appearance that evening. There were some individuals from the press and some other
celebrities, prominent among them were Tapu Javeri, Nighat Misbah, Fauzia, Sanam Agha and
others. Among family and friends, Aaminah Haq, all dressed up sat for 'Ammar's support' at the
women's accessories level and the designer's father and brother arrived, checking up on things.
One saw the designer complaining about the delivery of invitations. The elaborate, treasure box
of an invite carrying the message embroidered on a white men's shirt collar, was tasteful but
perhaps not appropriate. It reflected the designer's aesthetics and the attention given to luxury but
failed to serve a purpose upon reaching the venue. One expected so much after receiving that
invitation and it all fizzled out as soon as one arrived. The event was a simple store launch. But
then again, the store is a cut above.

The store however is interestingly done, with a psychedelic print silk fabric plastered on the
walls, livening up the otherwise boring shirts and jackets section. With the main level having a
rising sun, as Ammar puts it, the minimal interior is effectively used to display the collections.
Split over three levels, the shop carries dress shirts and jackets, in the main level. The basement
stocks exclusively handcrafted shoe collection for men and then the casual tees, under the label
ABCD. However, this is not the ABCD that used to be, the new and evolved casual collection is
higher end, in a rare selection of fabrics. The top level has women's accessories including leather
handmade bags and shoes.

Everything is made in Europe and all the pieces in the store follow a standard cut and style. The
dress shirts, although dandy and metro, lack the quirkiness simply because they are strictly
formal wear, there is nothing special about the jackets, made in classic cuts and basic designs,
except the fact that the quality and materials used in any of the pieces are far superior to any
other local brand. But Ammar insists that the devil is in the detail.
"You have to have an eye to notice and appreciate the detailing, the design elements comes in
with a paisley lining in the regular jacket or the cuffs or collars of shirts," says the designer who
reaffirms that his inspiration is "very classic and very old
school." And that his brand makes an effort to celebrate the icons that we have forgotten,
legendary names like Frank Sinatra, Clark Gable and Marlon Brando. Summing up that his label
is redefining 'dandy wear.'

But will the ABCD clientele be comfortable with this transition that the designer has taken; the
recall in people's minds about ABCD remains the funky, fun and eccentric stuff he used to do. So
is it a comfortable transition for him? "I feel that this label is what is more personal to me than
anything else has ever been. If you look at the collection, you can tell that it is designed by
someone who is not 21 anymore," says Ammar adding that the label 'Ammar Belal' is more fun
and challenging and that the new approach is more subliminal than in your face.

Ammar has big dreams with the launch of this brand. He wants to go international with the label
and plans to create the first Pakistani brand which goes global and competes with international
designer wear. He has spotted the right vendors spread over Europe, he is outsourcing his
manufacturing because the designer has realised that all the brands design and market but don't
necessarily produce their own collections. He also believes that he has set the framework for a
brand capable to launch from any international fashion capital. With all this and much more,
Ammar knows how to get it right, with a strong family at his back and the right strategy; there is
little doubt that his new venture will be another big success story. His signature store will give
Men's Store a run for Asim Buksh's money but it remains to be seen what Ammar will do to
regain that off center cutting edge in fashion that he is known for.

Sources:

http://www.pakmirror.com/pmforum/showthread.php?t=226