Who started it? AFH was established in 2005 by designer Ayesha F. Hashwani and is known for its dizzying swathes of fabric, splashes of colour and timeless, luxurious and (surprisingly for a Pakistani designer) sexy ensembles. Applying the richness of traditional Eastern crafts and motifs to contemporary fashion trends from the West makes for beautiful looks with a distinct touch of exotica. AFH's colours for 2012 range from bright shades such as tangerine to soft muted tones and 'fun-loving pastels', says the designer, 'with lots of white chiffon, a must-have for summer'. The main fabrics include voluminous voiles and light silks with a cotton blend. The Karachi-based designer's outfits have been flying off the racks at O'Nitaa in London and Studio 8 in Dubai - and are finally making an appearance in Hong Kong.
Why we love it: for outfits that are both figure hugging and forgiving. Covering a multitude of sins with long kaftan-like shapes and flowing cocktail dresses, the designer provides a variety of lengths, styles and volumes for any woman. Whether it's asymmetrical hemlines, trains or pleats, there's no shortage of glamour at the label.
What we'd pick: the airy, long, wispy white dress with arm-length embellishments (left; HK$4,100) and the ornate black cocktail dress (above left; HK$5,300).