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‘Concept 2015’ will showcase a total of nine collections, which include the Blue Story, a Printed look, Denim look, Italian look, Indoor Western look, Fusion look, Formal look, Power Dressing look, and Ceremonial look. Inspired by European architecture and the colours of nature, this show will forecast fashion trends a year in advance, allowing men to be more aware of the trends they need to look out for and use to dress for different occasions. Adding an element of glamour to the show, renowned local and international models will showcase each collection at the event.
Commenting on the launch, Hameedia Group Managing Director Fouzul Hameed stated, “A man needs many things in life to be complete, which is a healthy life, comfortable travelling, perfect grooming, ease of mind and a heart to give back to the society. ‘Concept 2015’ show revolves around that purpose. Last year we took a great leap forward by launching our very own fashion show. The Concept show has been created to change the landscape of menswear fashion in Sri Lanka. The way someone is dressed defines their personality and this show is all about showcasing the extensive range of clothing that we create for men.
“It’s all about showing men that their clothes need not be rudimentary and discreet, the show helps men realise that they can make great fashion choices for every occasion. Prasad Bidapa comes on board again this year as the Choreographer for ‘Concept 2015’. We are honoured to partner with him and his experience and expertise will undoubtedly give the show an international look and feel, making it the most anticipated menswear extravaganza in the local fashion calendar.”
Hameed further added, “Serving society is a core value of the Hameedia Group, and Concept 2015 will feature a variety of fundraising initiatives. Many strategic partners are joining our fundraising efforts this year by supporting this event and all proceeds collected via ‘Concept 2015’ will be channelled towards the ‘My Friend’ project, which helps educate underprivileged and marginalised children across the country. The Captain of Sri Lanka’s National Cricket Team, Angelo Matthews, is a trustee and ambassador of the ‘My Friend’ project and he continues to support all the fundraising initiatives we have planned for the project at Concept 2015.
This year Concept 2015 also partners with esteemed brands that specialise in men’s retail, TAG Heuer from CJS, Ray Ban from Vision Care, Sri Lankan Airlines, Gillette from Hayleys Consumer, the Water’s Edge, Ramani Fernando Salons, Arugam Bay, Adidas, Envoy London. Funds from the proceeds of these brands will go towards the ‘My Friend’ project and these partners add great value to purpose of to Concept 2015.
Fouzul Hameed is the mogul of menswear in Sri Lanka and the upcoming ‘Concept 2015’ show is set to further enhance the Sri Lankan men’s fashion arena and uplift the FH brand to international standards. The collections that will be showcased at the event encompass over 60 years of tradition, know-how and expertise and will truly raise the bar of the local menswear industry. ‘Concept 2015’ will look towards future seasons while expanding on lifestyle-influenced designs that are tailored to suit every individual.
Pix by Upul Abayasekara
