Fashion,Beauty,Style,Eid Dresses,Bridal Dresses,Cosmetics,Life Style

1. CENTRALwww.fashioncentral.pk
2013 Vol 12
India Bridal
Fashion
Week 2013
Afreen Shiraz
of Ellemint Pret
talks to us
FASHION
Phoebe Tonkin
with successes
galore

6. TENT
CON
Fashion Shows
Interview
Parties & Events
16 NINE WEST AT MALL 94!
20 Juggun Kazim Wedding
24 Designer’s Lounge event
28 Issaq Premiere
30 Satyagraha Song Launch
32 Rajguru Rise Saree Fashion Show
64 Helmut Newton Exhibition Opens at
Annenberg Space for Photography
68 Fendi Brings a Bit of Rome to Paris
34 India Bridal Fashion Week 2013
44 Mercedes-Benz_Fashion-Newsroom
10 Afreen Shiraz of Ellemint Pret talks to us
July 2013
The team at fashioncentral
media groupacts like a happy force and
fired by the
enthusiasm brings out an
awesome
12th magazine
issue.Editors,content
writers,photographers form an
integral part of our friendly
army,bursting with life and an urge to
reach out to millions of literate set of
viewers.

9. Ramadan is almost over and hopefully most of you feel drenched with spiritual happiness after
a month of abstinence and devoted worship and prayers.Well from our side,please accept
generous compliments for having successfully availed the chance to go through a cleansing
period of the heart and soul.And while on this topic,the advice is,just keep it going !
The current issue also coincides with the occasion of Eid ul Fitr and though this is family time
and celebration time,we urge you to take a few moments off to enjoy what the magazine has to
offer.A few clicks will lead you through to Afreen Shiraz an entrepreneur and stylist of
substance.Also there are some brilliant images of the India Bridal Week 2013.The bridals are
real stunners,and for the brides to be ,choices are there in ample number and variety.
We continuously seek your guidance and counseling on the contents of the upcoming issues.
Do not relent in pursuing us with your wants and needs and what you are eager to see.
With loads of gratitude.
Anny
From the editor

10. Afreen Shiraz
of Ellemint Pret
talks to us
She’s an entrepreneur, a stylist and beautician. She oozes with
talent.Yes, we are talking about the stunning Afreen Shiraz
of Ellemint Pret and Ellemint Salon et Spa! Fashion Central
pinned the stylish business-woman to share the secret and not
so secret recipes of her successful business ventures!
10interview

12. Q:What’s happening currently at Ellemint Pret and Ellem-
int Salon?
Ans:Year 2013 has been quite hectic as well as
fruitful for House of Ellemint.The coming months
are even busier.We will be completing three
successful years of Ellemint Pret.To celebrate
the same we are planning our 3rd anniversary
celebration which will kick-start with a PRE Eid
Exhibition in Ramazan.
And Ellemint Salon et Spa celebrates its 8th year
providing its clientele with amazing packages and
deals to enjoy summer pampering.
Ellemint Pret plans to expand this year and launch
its own brand which is very exciting for us. By the
end of 2013, we are also hoping to diversify our
two businesses.
Q: Many people enter the field of fashion and beauty and
then fade away within a few years.What is the reason for
this and how can you make sure that you stay on top of
your game?
Ans: It’s extremely cut throat. One has to have
strategies to stay on top of everything. My back-
ground and degree of Masters in Business Ad-
ministration has helped me face the challenging
market.
I feel perhaps lack of education and experience
could attribute to this fading away. Passion and
commitment play a significant role as well.
Q:When did you first decide to set up Ellemint Salon
et Spa?
Ans: Beauty and beauty treatments were always
my passion since college-days. After attaining my
Masters in Marketing and gaining experience by
working in various sectors like banking, advertis-
ing, teaching, etc i decided to take off.
I realised my true passion and continued to follow
my dream. It started from a small space in the
vicinity of Defence and my clientele grew with
time.
Q: How many years have you put in now as a stylist/beau-
tician?
Ans: I’ve given it almost seven years now. My
ground training started from Karachi. For various
hair, nails, skin training and methodology I went
to Italy followed by Malaysia and Dubai. I attend
regular refresher courses locally as well.
The philosophy behind Ellemint Salon et Spa is
to pamper our clientele with the latest and best
international products blending it with the right
technology providing a professional, hygienic and
an affordable experience.
Q:You ventured out launching a multi-brand boutique and
display ‘Ellemint Pret’.What made you branch out in this
particular arena of the fashion business?
Ans: It’s now been more than two years since El-
lemint Pret was launched.
During my salon days, I
felt there was a huge
demand from my
clientele, relatives,
friends and well-wishers
to further add a Pret
store to Ellemint portfolio
making it a
one-stop-solution for
ladies - salon, spa,
clothes, shoes and
jewellery all under one
roof. After a successful
five-year spell of
Ellemint Salon et Spa,
fashion was my next
destination. It just came
very naturally and I went
with the flow.
Ellemint Pret provides a platform for upcoming designers

13. to showcase their creations. It encourages and promotes
Pakistani fashion not only in Pakistan but abroad as well.
We’ve had a successful exhibition in the US and plan to
have many more arouaaaaaand the globe.
Q:What is the most outstanding feature of Ellemint Pret?
Ans: Ellemint Pret, like my salon/spa, is targeted
for everyone. It’s an extremely affordable experi-
ence. Adorning yourself with designer wear and
latest trends in fashion at prices you don’t have to
give a second thought to, is what Ellemint Pret is
all about.
Our prices are very attractive for the clients. Cas-
ual Pret starts from Rs.2500.We base our service
on convenience. No hassles of going to tailors or
for embroidery or embellishments.We provide the
latest updated styles and designs.
At Ellemint Pret we stay updated in international
trends as well. Our designers give maximum value
and consumer benefit for each product bought.
Q: How many designers are you stocking at Ellemint Pret?
What is the criterion for making it to Ellemint Pret?
Ans:We have an exclusive fashion store stocking
up to 25 designers at the moment. Our strategies
are to ‘seek and promote’. I seek talent.
We provide fresh designers a platform to show-
case their creativity and take their abilities to the
next level. Our process is simple.
Email us your latest fash-
ion shoot, show us a few
samples and once selected
- keeping in view the cuts,
styles, utility and other
values of production - we
make sure we tell everyone
about you.
Q: Advice for people about to venture in the fashion busi-
ness?
Ans: Follow your passion with honesty. Be your-
self, discover your talents and follow it with hon-
esty. And success will follow. Last but not the least
have faith in yourself. God helps those who help
themselves!
Q:What is the secret of standing out in a crowded market
where both designers and stylists are rampant?
Ans: Believing in oneself! Being a leader rather
than a blind follower!
Q:What is your beauty regime?
Ans: Facials are extremely important to maintain
a healthy skin. I cleanse every night and exfoliate
twice a week. Sunblock is a must to prevent any
UV/sun damage. It’s convenient to have a two in
one product so your moisturiser can be your sun
block too.
Q: Basic make-up tools you always have in your bag?
Ans: Make-up habits and tools differ for everyone,
every taste.
My must-haves include
my favourite lipstick – as
a matter of fact I only
carry a lipstick in my
bag!
Q:Your guilty pleasures?
Ans: Indulging in biryani eating whenever I can :)
Q:What are three most important things in a man that
makes him a good companion?
Ans: Honesty, stability, reliability.
Q: Do you have any plans of extending your salon and
designer outlets to cater to men?
Ans: Not yet. Dealing with men is a different ball
game altogether.

16. NINEWEST AT MALL 94!
16Event

20. Juggun KazimWedding
20Event

24. Designer’s Lounge event
24Event

28. Issaq
Premiere
28Event

30. Satyagraha
Song Launch
30Event

32. Rajguru
Rise
Saree
Fashion
Show
32Event

34. India Bridal
Fashion Week
2013
34Fashion

44. 44Fashion
Mercedes-
Fashion-Ne

45. -Benz_
ewsroom

54. Phoebe
Tonkin
She has her roots in Australia and
virtually right from infancy,she
showed a passionate interest in
the artistic world.As a four year
old, she attended several dance
courses in classical ballet, hip
hop, contemporary dance and tap
dance. Her tutors felt that Tonkin
was gifted,besides being awfully
interested in learning the dance
form.So it was quite natural that a
few years later,at the age of twelve,
she took courses at the Australian
Wharf Theatre for Young People
(ATYP).

55. e

58. The entry into
Queenwood School
for Girls in Balmoral,
New South Wales was
automatic and getting
a formal graduation
degree was there for
the asking.

60. Vauxhall Motors was the first major customer to pick her
up and the there were many others.Tonkin did shoots for
Girlfriend, Teen Vogue, and Dolly,to name a few.She has
also appeared in Miles Fisher’s music video “Don’t Let Go”.
In 2012 Tonkin opened a website about health with friend
Teresa Palmer calledYourzenlife,which had many fans and
viewers.
Tonkin was cast in the role of Cleo Sertori on the Austral-
ian children television series H2O: Just Add Water Tonkin
improved on her swimming abilities
tremendously during the pre-production of the series.The
series premiered on Network Ten and has since gone on to
be aired to a worldwide audience of more than 250 million.
Tonkin made her film debut starring in the Aus-
tralian action ensemble filmTomorrow,When
theWar Began. In the film, which revolves
around a group of teenagers waging a guerrilla
war against an invading foreign power in their
fictional hometown ofWirrawee, she played the
role of the rich and uptight Fiona Maxwell.
She fetched the first role in March 2011 as Faye Cham-
berlain on The CW supernatural drama series The Secret
Circle..Premier of this drama series was on 15 Septem-
ber 2011 and from the first day over 3.5 million viewers
watched it and the acclaim that came Tonkin’s way can be
graded as massive indeed.Infact she was considered the
break out star of the series.
In August 2010, Tonkin was cast
in the 3D horror film Bait 3D. Film-
ing took place on Australia’s Gold
Coast and follows a group of stran-
gers who are trapped in a super-
market after a freak
tsunami with a pack of great white
sharks.
Subsequent to this what added to her list of successes
was the role in the CW television series The Vampire
Diaries.
The year 2013 continues to be a good year for her.The CW
confirmed that a spin-off series to The Vampire Diaries was
in the works, titled The Originals.The series will revolve
around the Original Vampire family members, and Tonkin
will “be heavily featured in the prospective pilot” of the
upcoming series.

64. HelmutNewton
ExhibitionOpensat
AnnenbergSpace
forPhotography
64Events

68. Fendi
Brings a
Bit of Rome
to Paris
68Event