HSY is best known for combining contemporary silhouettes with the traditional techniques of old. The brand’s inspiration is distinctly Pakistani and Middle Eastern peppered with Western influences. Easily recognized as one of the biggest names in fashion in the region, Hassan Sheheryar Yasin is the fashion force behind the label and has been referred to as the ‘New King of Couture’ by Harper’s Bazaar magazine. Celebrating 20 years in the industry, Hassan himself holds an honors degree in Couture from the Pakistan School of Fashion Design, an affiliate of La Chambre Syndicale De La Couture Parisienne, France. Hassan is also one of the founding members of the PFDC and the recipient of multiple ‘Designer of the Year’ awards, including the Ahlan Fashion and Lifestyle awards, the Lux Style Award, the Most Stylish Fashion Icon at the MTV Style Awards and Style Guru of the Year by Indus Style Awards. One of I.Q Magazine’s Top 20 Fashion Icons of the World and amongst Ahlan’s Hot 100 people, 2014 marks HSY’s 20 years in the fashion industry.