'Pakistan Modern': celebrating modern truck art and traditional embroidery

Rizwan Beyg’s design philosophy is, and always has been, ‘Pakistan Modern’. Shooting to fashion fame in the late 80s, the young architecture student had a determination to take the essence of Pakistani style, and modernise it for a contemporary audience. Pakistan Modern loses none of the traditions that are the hallmarks of the country’s culture. The chogha, achkan, lehnga and farshi are cleverly reinvented by Rizwan, experimenting with volume and structure, and often showcasing Mughal embroidery and embellishment. In 2013, Rizwan created the first collection inspired by ‘truck art’ – the style of design found on Pakistan’s rickshaws, inspired by nature, and painted by rural artists. Rizwan continues to work with ‘truck artists’ who design the colourful motifs for his collections, which are then embroidered onto jackets, waistcoats, skirts and accessories.