Bareezé Man is a luxury menswear brand, borne from the storied Bareezé brand; a Pakistani icon of unstitched luxury fabric. I work with a creative director (Zain Aziz) who pushes the boundaries of design and fashion in ways few others can. We are part of Pakistan’s largest multi-brand conglomerate, SEFAM Pvt Ltd, which designs, retails and manufactures its own products. One of the advantages to working across so many verticals (fashion design, store design, ecommerce design), is that clusters of specialists exist at the group; sometimes as individual teams, and sometimes as whole departments. Two such examples that our team frequently leverages are the engineering and construction departments.

Our campaign shoots are typically abstract in concept, far from editorial, and production-heavy. This is why having a team of architects, draftsmen, electricians, welders, and many more - is essential. In many ways, it’s what’s allowed me to grow and learn on traits and methods that were missing gaps for me. Both Zain and I are trained engineers, and that mindset seems to make its way into our combined output in unexpected forms, but consistent processes.

Drawing and deriving from the Art Director’s Club’s master list of disciplines, my work here has manifested itself (but is not limited to) through the following creative avenues:

• Brand / Communication Design

• Experiential Design

• Accessory and Product Design

• Illustration and Calligraphy

• Sound, Music and Radio Advertising

• Fashion Film Direction, Editing

• E-Commerce and Digital Apps - UX and UI

• Packaging Design

• Photography - Campaign and In-House Studio

• Visual Merchandising, Store Design