"Pakistani fashion
over five decades"
“The early nineties saw a new
designing talent on the fashion scene. Imrana Ahmed of Body Focus moved
from her casual daywear line into formal evening wear, bringing a fusion
of Central Asian decorative influences on the shalwar kameez.”“ The long
and short of it” ..tracing evolution of Pakistani fashion over five
decades “.
Samina Ibrahim . . .
Newsline ,
Golden Jubilee Issue,
August 1997. |
“Body Chic.”
“Imrana Ahmed’s newest casual
line is deceptively simple and more about style rather than fashion. The
use of fabric and the interplay of texture, colour and weaves mark the
lean, slender lines of this capsule collection.”
Ibrahim, Samina.
“Body Chic.”
Newsline
January 1998. |
"Instep "
“Imrana Ahmed has one of the
most enviable, definite and flattering silhouettes. Her embroidery is extremely
delicate and neat with a unique fineness . . . Her brightly patterned silk
cloth and the sleek basic cuts are some of the attractive features of the
Body focus Museum.”
Fareshteh Aslam ,
Instep section 5,
The News on Sunday,
December 26, 1999. |
“Designer Genes.”
The cover story of The Review
issue of September 1999, featured vibrant designers of the millenium era,
who were asked for their input on the fashion industry and the direction
it is heading in. Imrana anticipated her clothes to reflect the following
changes with the new millennium: “In the new decade the attitude of the
individual will be reflected in our dressing. Fashion will be in its purest
form with overt simplicity, subtle detailing and complex tailoring techniques.
It will incorporate softness blended with comfort; hi-tech mixed with the
natural; functionality, utility and practicality combined with simplicity
and affordability . . . I am introducing a new line for the millennium
but would not like to disclose the details just yet. ”
By SHEHNAZ Ramzi ,
The Review, Dawn
Sept23-29, 1999. |
"Age of elegance."
“Body skimming, ethereal and
touched by a heady cocktail of elegance and nostalgia, Body Focus’s evening
range is the epitome of the glamour and romance of the 1920’s . . . The
silhouette follows Body Focus’s signature sleek lines in fabric that include
silk-lycra and twisted crinkle cotton. “ I wanted my clothes to have a
feel good factor,” says Imrana. “And both fabric and embellishment are
an interplay of that concept.””
Ibrahim, Samina.
Newsline January 1999. |
“The temple of Style.”
““It was spur of the moment
decision,” says one of the pioneers of designer wear in Pakistan. Although
she has always been fashion conscious, Imrana Ahmed of Body Focus had no
formal or professional training in design when she stepped into the world
of fashion 12 years ago . . . In fact, according to Imrana, there was no
real concept of fashionindustry in Pakistan until eight years ago. It was
at thisfledgling stage that Imrana’s fashion career began to take its professional
shape . . . Then came a transitional period around seven years ago when
Imrana’s ‘design ideology’ began to formulate and cohere as she slowly
discovered the essence of her style . . . Glancing around Imrana’s showroom
and observing the countless garments hanging neatly, I asked her why she
choose to have an off-the-rack collection rather than made-to-order outfits
. . . “If you've done your homework, you can be confident enough to put
it on the rack. I finish my job and make a presentation on the rack; its
a sign of confidence,” she states . . . While she classifies her clothes
as contemporary . . . Imrana houses them in what she calls the Body Focus
Museum . . . “It's all about presentation . . . Why not have a theme to
the shop or showroom to lend it atmosphere?” As for evolution of her own
style, Imrana has steadily widened her range in design to include embroidered
linens and knitted fabrics, block printed silks, and intricate work.”
Nasir, Erum.
Zameen February/March 1999. |
“Body Focussed !”
“Blending age old motifs with
a contemporary attitude, Imrana Ahmed of Body Focus paints a perfect picture
with the delightful hues of her palette. Understated glamour touched with
cutting edge chic seems to be her forte. Essentially a lover of smooth
skills and sensuous chiffons for evening and formalwear, Imrana’s elegant
interplay of coffee, beige, gray, ivory and blacks is simply to die for.
Motifs range from flora and fauna, classic architectural patterns to geometric
designs embellished in aari, dabka, resham, dori, sequins and beadwork.
The effect has become a Body Focus signature. Her vibrant block prints
are a class apart . . . Sleek lines, a fitted silhouette and structured
cuts jazzed up with scarves and stoles are there to shift your body focus
from mundane to the modern.”
Instep, Style ,
The News,May 17 ,1998. |
“Romancing the Millenium.”
“ . . . Imrana Ahmed, though
still keeping faith with [her] signature body line cuts, [is] exploring
a softer silhouette and the freedom of adventure in fabric and form.” Ibrahim,
Samina.
Hauteline,
Newsline, Jan 2000. |
|
“Millenium Fashion
Focus.”
“It has taken a new century
to inspire them [the fashion designers] to go back to their drawing boards,
and face up to the challenge of coming up with some original fashion formulas
. . . In the early 90’s it was . . . Imrana Ahmed [and a few others] who
became the leading design artists . . . Imrana took this trend a step further
by bringing the empire line back and mixing delicate white embroidery with
sitara work, and managed to create some new fashion boundaries . . . .”
Afridi, Leena Khaliq.
Lines! 1-7 January, 2000. |
“Romancing the Millenium.”
Imrana’s fashion statement for
the new millenium ran on these lines: “A spirit of adventure . .
. opening one's mind and imagination towards a new sense of freedom into
the millennium. There are no rules anymore; anything is possible. My weakness
for the bodyline will persist, but perhaps not as well defined. I see a
far more fluid and romantic silhouette with no fuss- a feminine, put together
look that is an exciting change in form and dimension.”
“Newsline asked seven of
Pakistan’s top style gurus to cut their millenium design statements.”
Ibrahim, Samina.
Hauteline,
Newsline, Jan 2000. |
“Regal Design.”,
“ . . . the fashion flock is
ablaze with fresh, new ideas for their bridal collections . . . the choice
of designers on offer today is more than ever . . . If you want to be adventurous,
then . . . Imrana Ahmed of ‘Body Focus’ [is] a safe bet. [Her] work is
original and innovative.
”· Rehman, Ibrahim.
Lines ! ,
22-28 b 2000. |
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