Spotlight: HSY
HSY: The Pakistani Luxury Brand Redefining Global Glamour
When it comes to luxury fashion with a rich cultural heartbeat, few brands resonate as powerfully as HSY (Hassan Sheheryar Yasin). Known for its seamless fusion of traditional Pakistani artistry with contemporary silhouettes, HSY has established itself as a powerhouse in the international fashion scene.
With a career spanning over two decades, Hassan Sheheryar Yasin, the creative genius behind the brand, has crafted a legacy rooted in elegance, opulence, and innovation. For women looking to embrace international fashion with a touch of Eastern mystique, HSY offers a masterclass in modern luxury with deep cultural roots.
The Story Behind the Brand
HSY was founded in 2000 by Hassan Sheheryar Yasin, initially as a bridal and formal wear house. Yasin, who studied at the Pakistan School of Fashion Design and was one of the pioneers of Pakistan's growing fashion industry, quickly gained recognition for his ability to elevate South Asian couture with global appeal. His background in both design and choreography gave him a unique perspective on the interplay between fabric, movement, and presentation — key elements that have become hallmarks of the HSY aesthetic.
From the runways of Dubai, London, New York, and Paris, HSY has brought the richness of Pakistani design to the global stage. The brand’s ability to balance traditional motifs with modern silhouettes has made it a favorite among celebrities and tastemakers worldwide, from the red carpet to high-profile weddings.
Where Tradition Meets Modernity
HSY’s collections are a study in contrast — where centuries-old embroidery techniques meet contemporary cuts and international trends. The brand draws heavily from Pakistan’s rich textile heritage, incorporating motifs inspired by Mughal architecture, intricate zardozi embroidery, and the vibrant hues of the country’s bazaars and natural landscapes.
Colour Story and Fabrication
HSY is known for its bold yet sophisticated use of color. Expect to see:
Deep jewel tones like emerald green, sapphire blue, and ruby red
Soft neutrals like champagne, ivory, and blush pink
Metallic finishes in gold and silver for a regal edge
Silk, chiffon, and organza are key players in HSY collections, often layered with delicate threadwork, sequins, and mirror embellishments. This careful attention to fabric allows for pieces that feel as luxurious as they look.
Silhouettes and Styling
HSY’s strength lies in his ability to modernize traditional South Asian silhouettes while maintaining their cultural essence. Signature styles include:
Lehengas with structured bodices and sweeping skirts
Sharara sets featuring flared trousers and detailed kameez tops
Jackets with hand-embroidery, styled over Western-style trousers for a chic fusion look
Drape saris paired with contemporary crop tops or tailored blazers
HSY has also mastered the art of layering, often combining fitted and flowing pieces to create a sense of effortless drama.
Bridal and Couture Fantasy
HSY’s bridal collections are legendary — think handwoven fabrics, intricate embellishments, and regal silhouettes designed for maximum impact. He elevates the bridal look by combining elements of Pakistani tradition with Western-style elegance. Modern brides can expect pieces that merge the sophistication of a European ballgown with the rich embroidery and detailing of a traditional jora (Pakistani wedding ensemble).
For non-bridal couture, HSY leans into glamour with floor-length gowns, metallic jumpsuits, and intricately embellished separates. His pieces are designed to transition from day to night, with an ease that reflects the modern woman's versatile lifestyle.
A Global Brand with Cultural Integrity
HSY's ultimate vision extends beyond creating beautiful clothing. Yasin sees his brand as a bridge between cultures — a way to showcase the beauty and craftsmanship of South Asia to the world. Through strategic collaborations with international designers and stylists, HSY has become a symbol of cross-cultural fashion dialogue.
In a world where fast fashion often erases cultural nuance, HSY stands as a testament to the value of artisanal craftsmanship and heritage. His pieces are not just garments — they are stories woven in thread, designed to empower women to embrace their roots while stepping boldly into the future.
HSY is more than a luxury brand — it’s a celebration of heritage, modernity, and craftsmanship. For millennial women seeking to infuse their wardrobes with pieces that tell a story, HSY offers the perfect blend of East and West, tradition and innovation. Whether you’re looking for a statement piece for a wedding or a timeless addition to your eveningwear collection, HSY delivers glamour with a cultural edge.
HSY isn’t just defining Pakistani luxury — it’s redefining what global fashion can be.
Spotlight: Nomi Ansari
One of Pakistan’s most captivating luxury fashion brands.
If there’s one name in Pakistani luxury fashion that embodies unapologetic glamour, vibrant colour palettes, and exquisite craftsmanship, it’s Nomi Ansari. A brand that seamlessly fuses tradition with contemporary aesthetics, Nomi Ansari has become a go-to for millennial women who crave statement-making ensembles with a global appeal. From breathtaking bridal couture to playful prêt-à-porter, the label is a celebration of colour, culture, and couture.
A Brief Look at the Brand’s Legacyising Mezquita
Founded in 2001, Nomi Ansari quickly made a name for himself in the Pakistani fashion industry with his fearless use of colour and intricate embellishments. His eponymous brand set a new standard for bridal and formal wear, bringing a refreshing vibrancy to the industry. Over the years, his work has graced the runways of prestigious fashion weeks, with A-list celebrities, influencers, and royalty donning his signature designs. Today, Nomi Ansari is synonymous with high fashion that tells a story—one of heritage, opulence, and modern femininity.
The Nomi Ansari Woman: Who Is She?
Confident, stylish, and unafraid to stand out—the Nomi Ansari woman is someone who embraces maximalism with elegance. Whether she’s a bride draped in an opulent hand-embellished lehenga or a socialite dazzling in a floral-printed sari, she knows that fashion is a form of self-expression. Each piece from the brand’s collections is crafted to make a statement, ensuring that every woman who wears it feels like the best version of herself.
Signature Style and Inspirations
At the heart of Nomi Ansari’s aesthetic is a fearless play on colour. Think rich jewel tones, unexpected contrasts, and dreamy pastels—all meticulously curated to exude luxury. His collections are often inspired by:
Mughal Heritage – Intricate embroidery, regal silhouettes, and ornate motifs reminiscent of the grand courts of the subcontinent.
Modern Art & Global Trends – Contemporary cuts and fresh silhouettes infused with a bold, artistic edge.
Traditional Pakistani Craftsmanship – Handwoven fabrics, zardozi, gota, and resham embroidery that bring a touch of heritage to modern couture.
Bridging Tradition and Modernity
What makes Nomi Ansari truly special is his ability to honour South Asian traditions while making them relevant for the modern woman. His Lehenga Choli sets, for instance, feature age-old techniques but are cut in ways that make them wearable and flattering for today’s brides and fashion enthusiasts. His signature saris, meanwhile, redefine elegance with their draped metallic fabrics and modern blouses that add an effortless contemporary twist.
Where to Shop and How to Style It
Nomi Ansari’s designs are available at high-end boutiques in Pakistan and online for international shoppers. To style these statement pieces, keep accessories minimal—let the outfit shine. Pair a heavily embroidered lehenga with sleek hair and dewy makeup, or contrast a bright sharara set with bold, modern earrings.
For the millennial woman who adores fashion that is equal parts timeless and daring, Nomi Ansari delivers an unmatched aesthetic. His designs are not just outfits; they are experiences—bold, luxurious, and steeped in heritage. Whether you’re attending a grand wedding, a festive celebration, or just want to make an unforgettable style statement, there’s a Nomi Ansari creation waiting to be worn and adored.
Can Chanel Prevent Re-sale of its Products?
A potential legal battle is brewing between Chanel and yet more re-sale markets as the brand tries to control its product journeys post-purchase.
I read an article a few months ago on The Fashion Law blog regarding Chanel putting a quota system in place for some of its bags. Admittedly I’m a little late commenting my view here (please follow my Twitter here for all the immediate reactions!), but nevertheless, it seemed appropriate to share my thoughts here too.
Chanel has joined a host of other brands with similar systems including Hermes, Rolex and Louis Vuitton. The problem seems to be the ever-growing re-sale market where Chanel cannot control which of its products is being sold, how and to whom. The ‘terms of service’ on some of these brand websites have been amended to say that a purchaser warrants that they are buying the product for personal use only, not a commercial purpose.
I do wonder how the Courts will react to this. The idea that a consumer can be prevented from re-selling an item that they have fully purchased and ostensibly own, in a brand's bid to retain its market positioning, seems, at the very least, disingenuous.
It will be interesting to see how this is argued should consumers decide to challenge this. The brand will most likely either have to argue that the consumer does NOT, in fact, fully own the item they have purchased (in which case, what are they even paying for?), or that the brand belongs in a standalone category (perhaps with other luxury brands), which grant it privileges not available to other consumer (specifically, fashion) brands. i.e. that Chanel is special and should be treated as special in Law.
However, the re-sale market is booming. For a Court to decide that Chanel (or others like it) should have special privileges allowing it to control the journey of its products, post-purchase, puts it at loggerheads with the re-sale market.
I would be keen to see this play out in Court. The legal reasoning behind any decision will be fascinating.
Spotlight: Amina Muaddi
The eponymous shoe designer taking the fashion world by storm.
The eponymous footwear line by Amina Muaddi is a study in how to create shoes that bring together excellent craftsmanship, impeccable, timeless style, and edgy, sleek glamour.
A favourite of fashion darlings everywhere, Muaddi’s designs are immediately recognisable for the square heel base used throughout her collection, the slim crystal embellishment, and strappy sandal and slingback pumps.
Her designs echo her cosmopolitan upbringing in a mix of cultures including Jordan, Romania and Italy, resulting in a fusion of style consciousness. She designed for Rihanna’s FENTY line with LVMH before its closure, as well as spending the time and effort to learn from master shoemakers in Italy; an education which has proved helpful in building her own aesthetic.
Suede Gilda Mules 95
Satin Gilda Sandals 95
Glitter Embellished Gilda Mules 95
Suede Lupita Mules 95
Leather Holli Slingback Pumps 95
Dior Chez Moi: Loungewear
Make the most of lockdown with luxurious loungewear.
If we must wear loungewear, we may as well make it Dior. Right? Right.
The collective global trend for all of us has been loungewear for almost a whole year; after all, with a pandemic affecting day to day life and ability to move freely, combined with government mandated lockdowns, there really is no need to be sat at home in a full power suit.
But long gone are the days of ratty T-shirts and faded cut-offs. If we must lounge, then at least we’ll make it fashion.
The desire for beautifully cut and designed clothing never leaves us - the only difference is its purpose and therefore its elements - instead of sharp blazers, think elegant house dresses; instead of old pyjamas, think chic and luxurious hooded jackets with impeccable fit; instead of mixing bargain basement styles, think high-quality co-ordinated sets.
For a brand that is known for its taste-making runways and leading the pack, it’s no surprise Dior dropped its loungewear collection aimed squarely at the times we live in.
Check out TFO’s favourite pieces below and shop directly from Dior here.
Spotlight: Katie Loxton
Discover one of my favourite British accessory brands.
I discovered Katie Loxton last year, when I decided to do a Google search for “chic handbags” from a British brand. Lo and behold, the internet delivered.
Katie Loxton is a chic, minimalist accessories and lifestyle brand with a wide range of products including bags, pouches, sunglasses, scarves, jewellery, candles and stationery. Interestingly, the brand also offers specific lines for baby gifts and bridal gifts - (e.g. blankets and soft toys, and gifts for the bride, bridesmaid, honeymoon and wedding).
The thing that really caught my eye and drew me to the brand is the simplicity and functionality of the design in every single piece. Think of the words understated, clean lines, classic, neutral, feminine…you get the idea. Coupled with how affordable every item is, this is easily a firm favourite brand for its accessibility, attention to detail and user friendliness.
I picked out some of my favourite items below - you can browse the full website here.
Weekend Holdall Duffle
£79.99 (Taupe)
Vienna Sunglasses
£29.99 (Black)
Scented Candle
£16.99 (Thank You)
Lucia Saddle Bag
£34.99 (Black)
Baby Blanket
£16.99 (Welcome to the World)
Style Icon: Aurora Teagarden
Find style inspiration from the preppy detective’s wardrobe!
Trust TFO to choose a fictional character as a style icon, but believe me when I say, that this lady has got it going on. She is classy, preppy, and on trend, and if I could be best friends with a TV character, it would be Ms. Teagarden.
Played by Candace Cameron Bure (of Full House fame), the Aurora Teagarden mystery movies are broadcast on the Hallmark Movies & Mysteries channel. She may be a creation of Charlaine Harris’ series of much-loved crime novels, but we can’t deny that she’s got style.
If you’d like to incorporate the crafty detective’s regular style and fashion into your daily wardrobe, then welcome to our quick guide to dressing like Aurora Teagarden!
Office Fashionista
Looking for something to wear on regular office days?
Take a leaf out of Aurora’s book, by pairing a blue blazer and green skirt combination like a queen. The colors absolutely complement each other – both are cool and pleasing to the eyes. For the inner shirt, you can wear something floral or patterned to add a little spark of design into an otherwise simple outfit. Finish it off with your favorite pair of platform heels, and voila!
Rodeo Double-Breasted Blazer from Bloomingdales
Warehouse A-Line Mini Skirt In Green from Asos
Women's Burlington Ankle-Strap Pointed-Toe Pumps from Bloomingdales
Alternative Apparel The Tootie Faded Floral V-Neck T-Shirt In Calico Floral from Tobi
Professionally Cozy
Featuring a comfortably warm long-sleeved coat and a pair of black pants, this outfit is perfect for a cool and breezy autumn morning. The coat is thick enough to allow you to feel warm, but it’s also not so thick that you’ll feel stuck.
The choice of pants depends on what you find most comfortable but we personally prefer softer fabrics to allow you more freedom of movement. Add a pair of high-heeled ankle boots and you’re good to go.
After all, it doesn’t really matter if it’s cold outside–nothing can ever stop you from channeling your inner Aurora!.
River Island Double Breasted Military Style Coat In Khaki from Asos
Emma Super Stretch High Rise Skinny Jean from Fashion Nova
Women's Mine Suede & Stretch Stiletto Booties from Bloomingdales
Indoor Casual
If you’re more of a shy and conservative kind of girl, then this style will look absolutely perfect on you. The cardigan covers any potentially revealing areas while the pants shows not an inch of skin. The colors are also subdued, making sure that the outfit doesn’t stand out too much when you’re out in the crowd.
Honestly, if you’re going for a ‘shy bookworm’ look, we couldn’t recommend this ensemble enough!
As Per Usual Cardigan - Olive from Fashion Nova
Dorothy Perkins - Billie and Blossom White Lemon Print Viscose Shell Top from Debenhams
Tall 24/7 Stretch Slim Leg Pants with Pockets Plum from QVC
Ankle Boots Lace Up from Amazon
Effortlessly Chic
Just because you want to be stylish doesn’t mean you have to go all out! Sometimes, simplicity is key to looking elegant and well-dress. Take this outfit, for example. Aurora’s only wearing a buttoned down mock turtleneck knit shirt, but doesn’t she look stunning anyway?
This shirt would be perfect with either a pair of skinny jeans and stilettoes or a pencil skirt and heels. If this outfit is much too simple for you, you can also add some accessories like earrings.
Dondup Short Sleeved Turtleneck Sweater from Di Pierro
711 Skinny Women's Jeans from Levi’s
Date Night?
Going on a first date soon? A great outfit idea is Aurora’s yellow mustard dress. It’s not too simple, but it’s not flashy either – perfect if you want a good first impression. If you want to make it less simple, you can even accessorize it with a bejeweled necklace and a pair of earrings. For the shoes, just add in a pair of strappy low-heeled wedges and you’re good to go!
Shirred Mini Dress from Forever21
Red Agate Dragon Ball Gemstone Necklace With 26" Silver Chain from Natural Healing Gems
And there you have it. Our guide to dressing like Aurora Teagarden! Which one is your favorite outfit? Are there any other Aurora Teagarden-inspired ensembles that you like? Feel free to share it with us in the comments below!
Spotlight: Jazmin
Discover one of TFO’s favourite ready-to-wear Pakistani fashion brands.
A Pakistani fashion brand with a three decade history, Jazmin embodies a classical style and finish of traditional Pakistani fabrics and design.
Available in ready to wear or unstitched fabric, the brand offers capsule collections each season, in response to the latest trends, reflecting a modern and sophisticated take on Eastern wear.
As we head into the warmer months, the latest offering is centred around Lawn and Chiffon with exquisitely designed and precisely cut finishes, available to purchase online only - for unstitched fabrics, customers can choose whether to have the fabric stitched by the company, or order the fabric as loose material.
As with most traditional Pakistani outfits, each outfit comes with either a ready-to-wear tunic, trousers and matching scarf, or loose fabric in enough quantity to have the same stitched yourself by a seamstress or tailor. The brand also offers some standalone pieces in trousers for those that prefer to purchase separates and mix and match outfits at home.
Previews of upcoming collections are available on the website every season, with options to pre-order when available. The price point is generally mid-range with a slight emphasis on higher-end prices reflecting of the quality and detail in each item.
Orders can be placed on the website here, and TFO has suggested a few of our favourite options below.
Accessories to See You Through the Winter
If you’re still trying to decide your look this winter, check out TFO’s tips on how to ensure you’re looking chic!
The winter season and the fashion world sometimes are hard to combine: heavy monochrome coats and a cold wind often makes us just wanna ignore how good-looking we can be.
But there are ways to effortlessly look fashionable even when you just wish you were going out wrapped in your blanket, and the answer, as always, is: accessories! For the new decade approaching, the fashion world dictates some really interesting trends and it’s all about proud and bold pieces.
Heavyweight Boots
If this winter has any battles planned for you, a pair of combat-like boots is what you need to look for. Get yourself a big and loud lug-sole, just as seen in the 2019 Autumn-Winter Prada’s runway, but keep the rest of the boot fairly simple. Combine it with long winter dresses or your favourite pair of black jeans and proudly wear them at any time of the day.
Crossbody Bags
The smaller, the better! Look out for mock-snake leather and get inspired by your dark chocolate and whiskey when choosing the colour palette, it’s going to give you sophistication and charisma. Keep it simple and elegant choosing a thin, long bag belt, or - for an extra touch - aim for a bold, thick strap with a pattern design or a strong colour.
Jewellery
If you thought the chain chokers belonged only to 90’s rappers, you were wrong. Get yourself one right now - a chunky and gold or thin and silver, alone or matched with other necklaces - and combine it with cashmere sweaters as well as your favourite crispy white shirt. If chains are not your game and you’re more of a classy lady, pears earrings are going to be your choice. Decorate and brighten yourself up with beautiful and complex pearls jewels. You can also consider a matching set of earrings, necklace and hairband.
Belts
This season is craving belts. If you have one that’s waiting to be worn since the ‘80 well, it’s time to dust it off because that’s the one you want to wear. Over your coat as a statement accessory, or on your jeans combined with a plain sweater, a statement buckle will let everybody understand that you know a thing or two about fashion. Otherwise, get yourself one of those wonderful belt bags for a practical and yet really stylish look.
Headbands
If you’re not feeling like wearing your beanie this year - which if you do, combine it with a jewellery piece attached to it - you must get yourself a headband, and make it count. Choose vintage, with complex patterns, puffy or decorated with some pearls for an extra classy look. It might not keep you warm, but it will make your whole outfit look fabulous!
Don’t forget all the goodness the 60’s, ’70s and ’80s had to offer, and implement them in your wardrobe, and be ready to shine and rise into the new decade being strong, proud and shamelessly yet elegantly loud.
