There is a reason why Aarong is at the forefront of the urban fashion-scene. Their innovative clothing line fuses ethnic wear with global trends using traditional Bangladeshi materials. This festive season,they celebrated their 30th Anniversary in a fashion show titled “Preview Eid 2008″ on August 27th at the Radisson Water Garden Hotel Dhaka.

The company I work for (Farzana Shakil’s Lifestyle and Promotions Ltd.) was the make-up and styling partner for this event, so I was in a mad rush styling with the show’s producers, working with the models and just running around. I’m glad I got a special preview during the photo-shoot that was held earlier in the month since I was incredibly busy during the show to actually focus on the runway.

I was impressed by the various themes of the collection. Strong themes for the collection included a palette of 60’s flowers in bright colours matched with abstract patters screen printed on silks and crepes. This collection is called ‘Flower Power’.This unusual mix of patterns could turn out messy, but Aarong managed it in style.

Their collection titled ‘Tribal Craze’ is heavily influenced by the landscapes, cultures and traditions of the indigenous community. The Shalwaar- Qameezes have been paired off with belts and embellished with beads and shells throughout the thick embroidery. The silhouettes are very on-trend and figure-flattering. Contrary to last year’s mod short Qameezes, this year the trend is long Qameezes worn with Chriudaars.

I loved the ‘It’s Natural’ collection that emphasized on natural dyes using dalim, indigo, manjit and khoyer. A-line Qameezes with empire waists were paired with skinny Churidaars.

Their men’s line was also quiet impressive. ‘Uniform Trends’ was all about Panjabi’s in hand loom fabrics made in the military style. My personal favourite is the ‘Play Panjabi’ collection that features pockets and hoods on the Panjabi’s for a very sporty look.

These collections are available at all Aarong outlets throughout the country. I suggest you check them out before they fly off the racks.

Aarong is a support enterprise of BRAC. A significant portion of their earnings are invested towards improving the socio-economic standards of disadvantaged artisans and underprivileged rural women of various communities.