After being in the textile industry for 25 years, Al Karam Textiles took a step further and inaugurated its flagship store — Al Karam Studio at Emerald Towers in Karachi. The launch that took place on March 24 evening, was a lavish affair complete with a red carpet, fashion show, many celebrities in attendance and a massive red bow enveloping the building!
Abid Umer, director Al Karam textile mills shared his thoughts with The Express Tribune: “Al Karam Studio has been my dream; it is a great opportunity for us to bring forth Umar Sayeed as the designer of our spring collection 2011.” Adding further details was the designer Umar Sayeed: “I am an extremely quality-conscious person that is why I chose to work with Al Karam. I have brought in 22 designs in this collection, with two different colour variations. The best thing about this project was that Al Karam gave me complete creative license to work!”
Being the darling of celebrities, as expected the exhibit was packed with stars of the fashion and beauty industry. Here’s what a few of them had to say. Designer Huma Adnan: “It is great progression for fashion. I wish them well.” Model Rubab who was a part of the small fashion show at the event said: “I think are the best combination in town Al Karam and Umar Sayeed.” VJ Anoushey Ashraf, who has been spotted at almost every lawn exhibition and was seen wearing a lawn print by the designer, said: “Umer is the best in what he does, and the mill is famous for quality fabric, together they make a good team.” Designer Feeha Jamshed, said though she received the fabric from Sayeed, she designed her own garment. When inquired as to why she wasn’t doing lawn this year, she aptly replied: “I am not doing lawn because all the lawn mills are lawn-less!” But she wished the best for Sayeed.
Inside the Emerald Towers, models sashayed down the ramp wearing Sayeed’s creations; it was really quite opulent for a lawn exhibit. The moment the last model exited the ramp and the doors to the exhibit opened, what ensued next was short of sheer madness. Given that there have been over 20 such exhibitions this season one would have thought that the women would be a little ‘shopped out’. No such luck. It almost seemed like they were distributing free goods from the way the women were packed in. The atmosphere went from magical to manic in seconds. With inter-changeable prints and interesting colour combinations the designs were eye-catching. Price ranged from Rs2,395 to Rs3,795, which are perhaps affordable for many. The fabric was sold out in under two hours, even though the exhibition continues till March27.
Published in The Express Tribune, March 26th, 2011.