A Tête-à-Tête with Annus Abrar: Crafting a fashion legacy

Established in Karachi in 2012, Annus Abrar’s design studio offers a diverse range of Luxury Pret, which extends to Festive and Bridal collections. His designs uniquely merge heritage with contemporary trends. In an exclusive interview, Abrar discusses his inspirations, thought processes and craftsmanship, highlighting his journey as a recognised and respected fashion brand. Join us in uncovering the fusion of heritage and contemporary style that defines Annus Abrar’s iconic creations, going beyond mere apparel. Why did you decide to become a fashion designer in the first place? “I don’t believe there was ever a moment of realization that I wanted to be a fashion designer. I suppose it all started when I was a child and was captivated by my mother’s and sisters’ sense of style and clothing. They are the inspiration behind all of the magic that I create now. I was in medical school for my degree when fate chose an entirely different path for me. Fashion appeared a lot more interesting and creative, so that’s how things started. My parents were conservative, and they didn’t understand at first, but they also didn’t stop me from trying. They thought I deserved a chance because I had previously been a good student. So that’s how I got permission to study fashion. Even before I graduated from design school, they were really proud of me.” What would you say your brand Annus Abrar’s core aesthetics and values are? “Annus Abrar, as a brand, is inspired by a nostalgic emotion. But we always combine that nostalgic feeling with a current event, trend, or scenario that has been occupying my mental space. The brand intends to connect the past and the future by combining masonry and technology. We consistently strive to infuse youthfulness into our aesthetics while preserving the feminine aura that captures our celebrations. Annus Abrar has had a career-long love affair with colors and florals. Annus Abrar’s design philosphy is to dress up the client not just with an outfit, but also with charm and confidence.” What elements of the fashion industry would you like to see improved or changed? “People need to be more professional and respectful of one another; if this happens, the entire process of bringing fashion to life will be more rewarding and enjoyable.” What kind of creative process goes into creating a collection for your brand? “The creative process is half intuition and half inspiration from day-to-day living experiences, particularly travel and nature.” Can you share the stories or inspirations behind a few of your favorite designs from your collection? “One of our regulars is our yearly ‘Ghar ki Shadi’ collection which is reminiscent of my childhood experiences, so that is something particularly precious that I look forward to every year. This is the collection for all the close ones (men and women) in a Shadi ka Ghar.” Your collections appear to feature a variety of color palettes, sometimes vibrant, others muted pastels; do you believe versatility is your key? “Versatility has to be the key. The market is constantly growing, and I believe there are so many different levels of taste variations that there is a market for everything. While catering to these various aesthetics, I make sure to respect myself as a designer and my brand by staying true to the core aesthetic.” Many brands these days create elaborate sets for their collections; do you believe that a brand must provide its clientele with a visual experience to persuade them to buy? “A good design will always sell, but in this digital age, presentation is everything. An enjoyable visual always helps to bridge the communication gap between a label and the customer and improves the customer’s experience.” Could you tell us about fashion weeks? Have you been to any? Do they make a difference? “I’ve participated in fashion week in the past, and it was a rewarding experience. That, however, is a thing of the past. There appears to be no more inclusion checkpoints. Anyone with an Instagram account can now participate in fashion weeks, diminishing the true representation of fashion.” As one of Pakistan’s new wave of successful fashion designers, what advice would you offer to budding designers aspiring to establish themselves in this profession?  “Live the dream! Dream of never stopping; never cease being creative and improving as a person and as an entrepreneur. Yearn for a legacy rather than fame, always listen to your heart and never allow anyone to distract you.”