Through this campaign, HSY hopes to cultivate modeling in Pakistan. “It is an extension of the brand – a way of giving back to my fans for supporting me through 20 years in the fashion industry,” HSY said in an interview with The Express Tribune. “With this new venture, the HSY team hopes to provide a platform for new talent and discover exciting new people with the potential to become supermodels of tomorrow,” he added.
Yet another fragment of HSY’s online lifestyle portal, The World of HSY, the ‘#CastMeHSY’ campaign has cleverly collaborated and social media websites Twitter and Instagram to entice the ambitious youth of Pakistan. It openly invites them to upload full-length photographs of themselves attributed to the given hashtag so that HSY and his team can view them. These photographs will then be reviewed and the most promising candidates shortlisted for upcoming shoots of the brand. The more coveted prize, however, would be a spot in the HSY display at the PFDC L’Oreal Bridal Week to be held next month.
What sets the campaign apart from other modeling competitions is that it doesn’t cater to a particular gender or age bracket, allowing men and women from across the country to participate. “As a team, we want to make The World of HSY accessible to more and more people,” explained HSY when asked about the inspiration behind this venture. “Just a few weeks ago, we launched the HSY Limited clothing line for a new, predominantly younger target market. With this campaign, we are simply taking things up a notch, opening up the brand and connecting with our fans. The future of the campaign is yet to be determined, seeing as how it has barely been two days since it was launched but HSY and his team hopes to make it an annual feature. “Everything is contingent upon how it is received by our patrons,” shared HSY. “So far, the response has been positive but lets see.”
Published in The Express Tribune, August 6th, 2015.
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