The Ammar Belal label prides itself on being the first luxury brand from Pakistan that adheres to the highest international standards of quality. The label was launched in summer 2007 with a menswear outlet in Lahore. Within a year, the company expanded with stores in Karachi and Faisalabad. A 4,000 square foot flagship store in Lahore was opened in 2009 which offered new super luxury collections, womenswear, accessories and bespoke services.

Ammar started his career in 2003 with his streetwear brand A.B.C.D, which offered basic casual wear with a quirky sense of design. His progressive approach to showcasing fashion through his music videos and films has earned him various awards that include Best Emerging Designer (Lux 2005), Best Menswear Designer (Indus 2006), Best Pret Designer(Sunday 2008) and Best English Song (MTV/Indus 2006).

Ammar also gained massive acclaim through his couture jeans label; AS Jeans and was featured in Womens Wear Daily magazine (New York) for his unique approach towards custom made denim. The famous stylist, Patricia Fields (Sex & the City) stocks AS Jeans & Ammar Belal Womenswear at her New York boutique and they have been worn by the likes of Margherita Missoni, Kelly Rippa, and Boy George.
His vision is to push the boundaries of Pakistani fashion into a globally relevant atmosphere.

"€œPower Dressing€" symbolizes the design philosophy behind his collections. The men'€™s range is a mixture of classic tailoring with luxurious materials and contemporary cuts. An Ammar Belal man is a modern day gentleman that takes pride in his appreciation of quality and the epitome of style. He takes inspiration from icons such as Beau Brummell and the Duke of Windsor.

In Contrast, the Ammar Belal woman is an eternal icon for androgyny. She is ambitious, outspoken, confident, and doesn'€™t adhere to any of the social boundaries defined for conventional women. The womenswear collections incorporate sharp silhouettes with a rock chic attitude. Ammar often labels his signature aesthetic as a mash up of Katherine Hepburn'€™s elegant persona with Kate Moss's vintage sex appeal.

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