Dec 172013


Premium furniture and interiors brand Young Collective Artists (YOCA) 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 was launched on Saturday through a select and intimate 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 conceptualised 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 civilisation of 1940s 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, KamiarRokni 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 PFDC CEO Saad Ali. The event was managed by HSY Events with PR by Lotus.

YOCA x HSY’s public viewing commenced from yesterday (Monday) at the HSY Studio until today (Tuesday) and the collection is available to order in Karachi at the YOCA showroom located at 14-C Lane 7, Main Khayaban-e-Bukhari Commercial Phase 6, DHA.

Indeed the YOCA designer series will introduce limited edition collections of furniture and home accessories between 2013 – 2016. The two year YOCA designer series will also introduce limited edition collaborative collections with Pakistan’s most sought after bridal couturier Bunto Kazmi, iconic fashion designer Maheen Khan, coveted couture brand Élan, young design force Sania Maskatiya and luxury couture label Menahel & Mehreen.

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“At YOCA, our limited edition series of collaborative collections are an introduction to the idea that synergies are the way in which design houses can have a dialogue. It is through such collective work, where we, as pioneers in different fields, get together and create, to allow for design to become a conversation; a platform where the boundaries of different genres of design are being crossed. Our collection with HSY is the first expression of our collaborative design exercise, where we have hand-picked talented and likeminded artists including Bunto Kazmi, Maheen Khan, Élan, Sania Maskatiya and Menahel & Mehreen to create and converse with us over the course of respective annual collections,” said team YOCA.

 Posted by at 10:32 am

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