Concept 2014, for the trend –setting man

Sri Lanka’s very own menswear line Hameedia has taken the initiative to launch a fashion show to feature their extensive range of men’s clothing for the year ahead. ‘Concept 2014’ as the show is called will be held on October 20 at 7 p.m. at the Hilton Colombo and aims to be a fashion show of international class, assures wellknown fashion consultant, Fouzul Hameed.

‘Concept 2014’ will be the platform for 10 collections with an assortment of casual, sport, smart casual, fusion, office, ethnic, red carpet and formal to semi formal menswear. The show will also feature trade name Hameedia novelties such as the ‘Bespoke’ collections. HSBC Colombo Fashion Week president, Ajai V. Singh said 18 top male models in Colombo will be at ‘Concept 2014’.

Hameedia’s Managing Director, Fouzul Hameed announcing the event, said, “From humble beginnings, it is indeed a great leap forward for us to have our very own fashion show-Concept 2014, which will change the Sri Lankan landscape of menswear. The way someone is dressed defines their personality and this show is all about showcasing the wide-ranging clothing that we create for men.

“Men are naturally lazy shoppers. Unlike women they hardly enjoy tours from shop to shop looking for the perfect outfit. Concept 2014, which encompasses a very exclusive collection of mens- wear, is bound to reflect the sophistication of Sri Lankan design” Director and Choreographer- HSBC Colombo Fashion Week Prasad Bidapa said.

The show will feature many fundraisers, one of them being an auction that will direct the proceeds to the “My Friend” programme (a CSR initiative by Hameedia) which was founded to provide a helping hand to unprivileged children in Sri Lanka.

They look forward to assisting in the education of at least 1000 children around the country.