Concept 2016 : Hameedias In Review
In its third instance running, CONCEPT 2016, an initiative and lifestyle event hosted by Mr. Menswear himself, Mr. Fouzul Hameed, took place last Tuesday to a packed audience clamoring for a view of what Hameedias as a leading menswear brand did next, and hopefully a hint in the right direction of what this country’s men could do in 2016.
The event was set to start off casually past 8pm at the Envoy Mansion, which was open to the invitees after a significant interior upgrade to include a bespoke tailoring section, men’s grooming and spa facilities and a shoe care, eyewear, and an adequately stocked men’s cosmetic section; it was no surprise Hameedias was out to conquer menswear in one fell swoop and become the hallmark destination to offer a one stop solution. I foresee many makeovers to take place in just one visit, just you wait Colombo.
As I found myself seated in the front row awaiting the show to start, it was clear that this night was going to be unlike any other fashion show I’ve been to. The creative influence of the Prasad Bidapa Associates crew together with a balanced mix of both international and local models was definitely going to ensure that. From the ushers and the painless front desk, it was clear that Concept 2016 was what this country needed, as much as New York needed a mens fashion week this year. And as the night concluded, it was clear to all that they achieved their goal with great success.
Moving on to the show, I was both impressed and in awe of how a mass market brand such as Hameedias clearly had both an understanding of demand, yet a very current view on styles and trends. It showcased a very strong collection both for its formalwear and casual wear selections, but the choice of color and style were very modern, or as modern as I’ve seen anything in one of their stores look like, in all my life of knowing they exist.
The night began with a show of traditional wear; sarongs, carefully reinterpreted with a strong attention to tailoring and fit. The collection was inspired by traditional Sinhalese Sesath, but Mr. Hameed’s choice of going with linen material was the most intriguing and unlike any other sarong on the market currently, had me thinking of how the sarong has so much potential to be reimagined and re-interpreted. Even the more formal looking sarong (clearly targeting the Sinhalese groom) had a sense of comfort and class I can’t wait to see implemented.
An intriguing addition to the lineup of models this night was an older gentleman that easily stood out; at first he made a lot of sense as a wide demographic of men wear suits and shop at hameedias. But later it gots more clear as Hameedias announced a line of blazers they’ve created in collaboration with Rakesh Thakore of “Abraham & Thakore” fame (who showcased at CFW not many moons ago). Intriguing materials that blend well with the envoy line of clothing were the least of the lines qualities, but their grey casual blazer is something I’m adding to my Christmas wishlist for sure.
Next up was a collection of casual to smart casual blazers inspired by the Horizons in Sri Lanka. The presentation itself was quite fashion forward with the models frozen in momentum, and the complementary pieces used to highlight the jackets were a phenomenal choice. Jake Senaratne was one of the most exceptionally dressed models of the night, and his outfit for this segment was my second favorite ensemble of the night.
The night also included an entertaining segment featuring occasionwear that dominantly featured the suede trend that began at mens fashion weeks this year. Indian model Karan opened the dancefloor and Irfan took home the prize for the best moves in the best smoking jacket.
As we moved on to the formalwear of the night, it was no surprise as Hameedias seemed to have given into the cultural obsession Colombo seems to keep having with the roaring 20s and all things related to “The Great Gatsby” since its latest cinematic reincarnation. However, this collection was clearly on point with its inclusion of windowpane pattern based suits and tight necked and three piece suits. Tom Ford clearly was a great influence in making the wider lapel more popular worldwide, but Hameedias seems to consider it’s here in our country to make quite the impact with almost all the designs having utilized this mini suiting trend with this collection. Huban Tymeron Carvalho was my best dressed pick from this collection in his all black three piece suit with a shawl lapel collar which looked painted on to perfection.
The night concluded in a versatile line of occasionwear that showcased Hameedias true creativity to innovate with their non-black suits being the best of show, and now with a bespoke tailoring section in place, not one suit would look alike and could be customized to every specification of the most fastidious gentleman.
Concept 2016 was compered by the endearing Danu Innasithamby and the night also concluded the social media campaign Hameedias had initiated this festive season to give away a shopping spree worth a lakh each to five lucky individuals, most of whom were already in the audience that day as invitees. Each of the winners were picked by international partners and friends of the Hameedias brand, who’s immense support also extended to the “My Friend” Initiative the event was benefitting to better the lives of school going children in the country that come from difficult or low-income home environments.
By Jude Gayantha Perera
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