Jeemoon fashion comes now! Watch out!

Hamza Bokhari seems to be on the right track as creative head of retail brand Jeemoon.

Having put forth collections at both local and global fashion weeks and having already dressed an international celebrity, he has been working at his craft and evolving his skills since he graduated from the Pakistan Institute of Fashion cheap formal dresses brisbane Design (PIFD) in 2012. The Express Tribune catches up with Bokhari after he wraps up his stint at PLBW and the spotlight that follows winning the rising talent slot at the showcase.

“We understand the modern Pakistani woman and the fact that sleeves and dupattas aren’t going anywhere,” says Bokhari about his success mantra. “The ability to incorporate international trends into Pakistani wear is what we focus on. We have gowns and shirts in our store but they’re made keeping our culture and body types in mind,” he adds. Knowing one’s target audience is of utmost importance for any business and that’s what Bokhari feels sets Jeem apart from the plethora of women’s-wear brands.




Bokhari had been applying for the rising talent segment for the past two years and simultaneously planning a cheap formal dresses melbourne collection inspired by Russian culture. “The rising talent platform was extremely fruitful because it gives you incomparable, unparalleled exposure. The industry comes out to support you and you’re able to broaden your horizons,” he shares.

The designer boasts an adequate skill set to cater to a large market and currently has his hands full with bridals and prêt. He has to his credit dressing pop sensation Heart Hays in a hand-painted gown for The Grammys earlier this year, which is testament to his versatility in design. Bokhari’s work was first noticed by Hays on Instagram under the hashtag ‘NativeAmerican’. It was a dress from his debut collection at PSFW titled ‘White Indians’, which was also a part of his thesis collection at PIFD.

He had the honour of representing Pakistan at the International Fashion Showcase conducted by the British Fashion Council and London School of Fashion in February this year. He was nominated by the PFDC and British Council to be part of their ‘Next in Line’ segment, which presents 10 designers from around the world who are at the onset of their careers.

For his installation, where he could showcase his talent sans commercial restraints, he presented an embroidered crop top and jacket over cobalt blue leather culottes. But despite these achievements that are unprecedented for a novice in a fledgling industry, Bokhari holds, “They jointly didn’t give me the amount of publicity and media attention that showing at PLBW did.”