So you all must have watched the sultry Kareena Ads asking if you had been invited to the Magnum Party. Thanks to kindness of Golin Pakistan folks, I did receive an invite with a Mahin Karim print scarf . Although the invite dictated “Shades of Chocolates” as the dress code, very few people actually stuck to it.
To the novice here is a little background, Magnum is a frozen dessert (not ice cream technically) marketed by Walls/Unilever. It is probably the first brand in Pakistan that took a petty product out of shop freezers and put it into their own restaurant-type serving retail space to elevate its brand positioning . This party is also such a leap of faith considering they have been trying to reinforce the brand’s premium attributes by associating it with celebrities and fashion
Magnum Party held under the auspices of PR empress Frieha Altaf was crisp proving that she does know how to make models really walk and have a whole village fair on ramp. You gotta give it to her. The decadent décor by Unilever favourites Rak associates also rolled out a pretty dope looking decor. The interior of main marquee had a lot to write home about from the gold bar, the video display screens, the seating, intricate chocolate sculptures and even a cringe worthy chocolate wall which was oozing molten chocolate.
When the show started with Shehla Chatoor’s showcase the first thing to realize that the whole presentation concept was an ode to Chanel’s fashion shows where the models interact with actors in the theatrical presentations.
The good parts were: Frieha Altaf’s no-bullshit choreography, Opulent decor by Rak Associates,Quirky Magnum bar clutches by Shehla Chatoor, Kiran Aman’s fine jewelry on Mahin Karim models, the fitter hotter Sunita Marshal, the quilting piece on Areeba Habib by Nomi Ansari, the fabulous tousled hair on Republic models by N-Gents, Glamorous Khadija Shah herself and her quirky tequila bottle clutch, Fahad Hussayn’s Installation made of Ice cream sticks, and lastly Amna Baber’s fierce flipping of her pony tail.
The bad parts: Designers trying to incorporate Magnum elements into their design by unimaginative prints, Zara Peerzada failing as runway model harder than Imran Khan losing in elections, Abundance of bronzer and gold akin to oil on Nihari, Abbas Jafri giving an ode to Nickie Minaj’s Anaconda with his butt(Everybody noticed it, I just blurted it out), inclusion of inoffensive ball gowns to depict glamour and grandeur much like Meera‘s cameo in Dekh Magar Pyar se ,audience whistling and cheering at Sadaf Kanwal as if it was a VS show(we know you are a fan keep it in your pants), crinoline-based piece by Mahin Karim that should be banned like Altaf Hussain’s speeches, and disappointing bartenders that rather than going to Bangkok went to Tamil Nadu instead by changing into tacky gold costumes.
I have had a really hard time explaining to common folk that how customizing a bar of frozen dessert jacks up its price to almost double and how this event results in superior brand image for Magnum. Letting everything aside one thing did happen that is 5 prolific designers graduated on the fateful night of 29th Aug at #MagnumParty15. If you remove the names you wouldn’t be able to point which designer made which collection, there were barely any depth let alone signature aesthetic much like 100 crore movies of Bollywood.
In an effort to pull out all proverbial rabbits out of their hats the designers presented collections that looked rather like graduate collections with a vomit of gold. Sometimes the shallowness was thorough, it was almost like depth. I remember reading a fashion merchandising book in 2012 by Caroline Tatham and I now know to be it true that” there is no bigger sin than being too literal in Fashion”.