On the beam with Jeem

LAHORE: With two critically-acclaimed rising talent showcases at PFDC Sunsilk Fashion Week (PSFW) 2013 and this year’s PFDC L’Oréal Paris Bridal Week (PLBW), Hamza Bokhari seems to be on the right track as creative head of retail brand Jeem.Having put forth collections at both local and global fashion weeks and having already dressed an international celebrity, he has been working at his craft and evolving his skills since he graduated from the Pakistan Institute of Fashion Design (PIFD) in 2012. The Express Tribune catches up with Bokhari after he wraps up his stint at PLBW and the spotlight that follows winning the rising talent slot at the showcase.

“We understand the modern Pakistani woman and the fact that sleeves and dupattas aren’t going anywhere,” says Bokhari about his success mantra. “The ability to incorporate international trends into Pakistani wear is what we focus on. We have gowns and shirts in our store but they’re made keeping our culture and body types in mind,” he adds. Knowing one’s target audience is of utmost importance for any business and that’s what Bokhari feels sets Jeem apart from the plethora of women’s-wear brands.