HSY is set to show the brands’ Spring/Summer collection, introducing HSY Linen, as part of their Millennial Musafir campaign, presenting and honouring 24 Millennial thought leaders, 1 for each year of HSY’s 24 years of fashion.
With Musafir, HSY celebrates powerful and inspirational millennial journeymen and women, each paving their own passages for greatness across their diverse paths, from business to music, fashion to fitness, entertainment and more. Each musafir is being presented through the lens of the ongoing HSY Mentorship programme with direct connect and access to HSY and his team to help further their businesses and goals in a mentorship capacity.
Synonymous with the campaign, the collection “HSY Linen” has been created for the Millennial Musafir, youth on the go who believe in utilitarian chic at accessible price points. To that end, the collection is monochromatic, channeling black, white, indigo and beige, all in linen. Priced between PKR 3,000 and 15,000, the new collection offers affordable luxury to HSY’s patrons nationwide and will be available to retail on the 14th of April 2018.
“At HSY, we are very excited to be presenting this new campaign which is more than just a collection to us; it is a new narrative, championing young women and men in Pakistan in their own progressive journeys and their collective contribution to the nation. It is recognition of the millennial crusader, who is shaping each field they are in, for a brighter future.” said designer Hassan Sheheryar Yasin.