INSTEP Magzine

He's the first choice because he had launched a new label and store yesterday… and even though the reviews aren't in just yet, we're sure it was one to remember. Ammar Belal is all about whimsical fashion… that is often the best kind. Tongue-in-cheek, without ever being pompous about his craft, without purporting to 'save our heritage' (we mean, it's been saved guys, can we please move on with life now?) That is precisely what Ammar did when he launched ABCD, with a slew of unforgettable adverts featuring him and Aaminah Haq. It was a bright fashion moment that heralded the rise of the Young Turks of fashion.

He followed that up with his silent film Satori, that got him both applause and brickbats, but most importantly it got him noticed. What is fashion without drama? He followed that up with 'My Favourite Dream' - a rock video that served as a vehicle for ABCD was also one of the best English language tracks to come out of Pakistan. And Ammar did it way before Sajid and Zeeshan and Co-Ven became recognizable names on the scene.

But we digress, why is Ammar Instep's first chosen hotstepper? Well, he's just become fashion editor for the magazine Libas and has again made his mark as an innovator. Ammar has done what he has been threatening to do for a long time, put together editorial shoots the way they do in Vogue – taking separates from various designers and creating a look. So you have Gulabo capris teamed with a silk jacket by Saadia Mirza worn over a tunic by Deepak Perwani. A kurti by HSY is teamed with a scarf from Nickie and Nina. This is mix and match taken to a more fashionably cerebral level.

And to give Ammar credit, it would take a designer as secure as he is to come up with a concept that will benefit the industry at large. Ammar has often been accused of being too far ahead of his time. With this latest move, he's shown that it's not him that's too moving to fast, it's Pakistani fashion that is moving too slowly. He is the most inspiring fashion personality we could begin with, not to mention the fact that he is the only designer who can effectively double as a model!

– Photos by Tapu Javeri