SanaSafinaz Spring/Summer Luxury Lawn Collection 2011 completely sold out within hours of the first day, first show.
The location was Karachi Expo Centre, Hall Number 6, March 18. The vehicles that were moving towards National Stadium were taking a U-turn and moving away from the intersection and were taking the road less travelled, next to the Civic Centre. It was a huge day for SanaSafinaz with the brand’s Spring/Summer Luxury Lawn Collection 2011 came out.
The collection comprised of 15 designs, having two colour wayes each. The price tag started from Rs3,800 up to Rs 4,100. There were 15 cash counters catering to customers.
25,000 to 30,000 women attended the launch. The number has been quoted on record by Sana Hashwani. Almost all the stock sold out by 3 pm, except for some lawn suits that were still available at 7 pm in the evening. About this Sana Hashwani said: “There has been an excellent response from the crowd. Almighty has been very kind on us.”
As far as choosing Expo as the venue is concerned, Hashwani said: “It’s a big place that can handle so many people!” But how wrong were they. The Expo Hall-6 could not hold the big crowd coming in and going out, the rush was unbelievable.
Spotted at the exhibition was designer Deepak Perwani, anxiously waiting to launch his own collection the next day. Stylist Rukaiya Adamjee said: “It is a phenomenal success. Really happy that their collection was utterly loved by everyone.”
In the evening hours, one young Jabeen Adnan was extremely disappointed, that she came to the exhibition but was turned back empty-handed, and regretfully stating: “They should have stocked more, when they knew people are just crazy about their designs!”
In the after-event press release, the brand said: “We want to thank and also apologize to all people who came on Saturday only to find it shut. All stock had finished in one day due to massive crowd.”
Published in The Express Tribune, March 21st, 2011.
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