Premium furniture and interiors brand YOCA [Young Collective Artists] led by architects Ahsan Najmi, Sarah Najmi Bilgrami and Zayd Bilgrami, announced a one of a kind collaborative designer series in November 2013. To kick start this two year designer series, the fall 2013 show was revealed with Lahore’s acclaimed couturier Hassan Sheheryar Yasin.
The YOCA x HSY collection waslaunched on 14th December 2013 through a select andintimate private viewing at the HSY Studio in Lahore with a one of a kind collaborative show,where the entire studio was transformed by YOCA’s artists and architects to reflect four living spaces: the lounge, living room, dining hall and the study. The collection was conceptualized and created with historic Pakistan as the team’s influence, principally Quaid-e-Azam and his iconic message of Unity, Faith and Discipline and to this end the YOCA and HSY design museum reflected the culture and civilization of 1940’s post-partition Jinnah’s Pakistan, with one of a kind limited edition pieces of furniture and vintage home couture, influenced by that era. The private viewing was attended by media, fashion, business and social personalities alike, notably, fashion designers Nilofer Shahid, Nasreen Shaikh, Kamiar Rokni and Rehan Bashir of The House of Kamiar Rokni, Sonia Azhar, Maheen Kardar Ali of Karma, Khadijah Shah of Élan, Mahgul Rashid, Faryal Aftab of Muse, Asifa of Asifa & Nabeel, Zara Shahjahan, Mohsin Ali, Deena Rehman and Rana Noman; models Mehreen Syed, Vaneeza Ahmad Ali, Amna Kardar, Waleed Khalid and Zara Peerzada, media personality Yousaf Salahuddin, actress Ayesha Khan and television host Huma Amir Shah, musician Ahmed Ali Butt and CEO PFDC Saad Ali. The event was managed by HSY Events with PR by Lotus.
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