Ammar Belal believes in a highly personal touch when it comes to denim and his exclusive As Jeans label, which has been spotted on the likes of Margherita Missoni, Kelly Ripa and Boy George.
For Belal, founder and chief executive officer of the Lahore, Pakistan-based label, customization is a passion. As Jeans are made specifically to a customer's measurements. Embellishment and distressing are viewed as a way to further reflect the wearer's personality. It's clear Belal isn't interested in appealing to the masses.
"The aim of a jeans company is to come up with jeans that fit the greatest number of women to maximize profits," said Belal. "At the most, each brand specializes in a particular body type and different silhouettes are designed for the maximum women having that body type. Custom-made jeans are made specifically to fit your body. A pair of jeans that fits well is an eight out of 10, but one that is made only for you is a 10 out of 10."
Belal often consults with clients himself, taking measurements and listening to how a customer wants to look in a perfect pair of jeans. He follows up with his own series of questions designed to help him gauge a client's personality, questions such as: Who is the last person you found attractive? Who is your fashion icon? What's your favorite food? What is the last CD you bought or music you downloaded?
"It's a matrix. It helps me visualize the person," said Belal. "Jeans are a part of your identity and they evolve with you. My jeans are meant to mature with you and that's why we offer lifetime alterations free of cost. If you gain or lose weight, we'll adjust them. Even if they rip very badly, we'll patch them for you."
Naturally, this level of personalization doesn't come cheap. A pair of jeans for South American pop star Jocelyn Martinez featured a specially designed embroidered insignia, hand-painted detailing and Swarovski crystal embellishments, pushing the price up to $1,000. In New York, As Jeans are stocked at Patricia Field and Blond, where As Jeans with Swarovski embellishments run between $400 and $600. — Mahlia S. Lone
@margotrobbie steps out onto the red carpet wearing @miumiu. The actress is nominated for “Outstanding Performance by a Female Actor in a Leading Role” in “I, Tonya” at the #SagAwards. (📷: Stewart Cook) #wwdfashion
For @massimogiorgetti of @msgm, the Nineties are his favorite decade. “They had a huge impact on my personal growth. What I like of the Nineties is that they are not so precise in terms of style as other decades…there was actually a bit of everything,” he said. As seen on MSGM’s Spring 2018 show: tie-dye and a bit of grunge, two styles that are synonymous with the decade #wwdfashion #wwddecades (📷: @kukukuba)
Breaking News: @hedislimane joins @celine as its new artistic, creative and image director. One of fashion’s preeminent image-makers and trendsetters, Slimane is to join the LVMH brand on Feb. 1 and unveil his first fashion proposition for men and women next September during Paris Fashion Week. It marks a major homecoming for Slimane, who cemented his reputation – and influenced men’s tailoring for more than a decade – as the designer of Dior Homme between 2000 and 2007. He went on to reinvent and ignite the house of Yves Saint Laurent, which he rechristened Saint Laurent, between 2012 and 2016 – all the while maintaining a close relationship with the Arnault family, which controls LVMH and Dior. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
“Personally I believe the Eighties have been the richest and more vivacious period for international fashion,” Giorgio Armani said when asked what his favorite decade of fashion is. It was a moment of disruption and experimentation and only thinking back to the first years of that decade is always an emotion for me, for what they have meant to me and my work.” The influence is clear in @giorgioarmani spring 2018 collection, pictured here, which was full of bright colors and unexpected prints. Read more about which decades designers loved most on WWD.com #wwdfashion #wwddecades (📷: @aitorrosasphoto)
For Lady Gaga’s only Italian show on her “Joanne World Tour,” the singer wore a range of @versace_official outfits. The standout piece: this custom-made bodysuit inspired by the brand’s spring 2018 collection. #wwdfashion (RG: @ladygaga)
@_camillaruth_ is expanding on the wellness-craze concept with @westbourne – a new NYC restaurant that’s both a healthy-minded café as well as a business that gives back to the community. Marcus works with the Robin Hood foundation to give back to The Door, a non-profit providing youth development services, and also hires employees through The Door. Read our full interview with Marcus on giving back through food on WWD.com. #wwdeye (📷: @lexieblacklock)