The Business of Fashion

Suma Project V: Loving Karachi

Unless your head has been stuck in the sand (or in Vogue or Style.com or WWD), you will know that Pakistan has been gripped by serious turmoil in recent weeks, forcing its embattled leader, General Pervez Musharraf, to declare a State of Emergency. Unrest and instability have become a common theme in Pakistan over the past 5 years, ever since Musharraf seized power and the country was drawn into George Bush's War on Terror. Just today, legendary Pakistani cricket star Imran Khan was arrested for protesting against Musharraf's government.

So what does this have to do with The Business of Fashion? It's often during times of turmoil like this when artists and designers are able to deliver poignant messages in a subtle but positive way. Suma Project V aims to do just this, by heightening the consciousness of Karachites to the more positive aspects of their city.

Vinnie's World: V9 by Vaneeza Ahmad

Does this story sound familiar? A supermodel in her early thirties has the whole country watching her all the time. Her image peeks back at you from every magazine you open up.  She is the face of everything from soap to high-end couture. She has the effortless international cool chic that every other woman in the country wants to emulate, and that every man wants a piece of. Young disciples around the country wait with baited breath to see her upcoming collections, which will take her signature cool and make it available to the masses.

No, she is not Kate Moss. Nor is she Milla Jovovich. Welcome to wonderful world of Vaneeza Ahmad, aka Vinnie, Pakistan's most famous supermodel and one of its leading actresses. Vaneeza and her boyfriend Shehryar also happen to be good friends of mine in Karachi. I was very excited to hear that Vaneeza has recently launched a collection of "lawn prints", banking on her celebrity reputation, business acumen and creative  skills to take her career to new heights.

The collection bucks the Pakistani tendency to focus on the elite couture market that is out of reach for most average consumers. By working on a collection of printed fabrics that are beautiful, well-made and accessibly priced, Vaneeza is able to reach a wide audience, staking her position as one of the proponents of the democratisation of fashion in Pakistan, a trend we have seen take hold in much of the West over the last 10 years. But, don't expect Vaneeza to stop there. She will continue modeling, acting and expanding her V9 collection to include a full collection of RTW and homewares, building one of Pakistan's first true lifestyle brands.

Here are some publicity images from the V9 collection which was unveiled in a series of exhibitions across Pakistan this month:

All photos are copyright Vaneeza Ahmad and were taken by Zoobs.

Copyright Imran Amed 2007.  All rights reserved.