Glamour, lights, cameras and florals. Modeville’s launch, organised by Verve Event Management, was no half-hearted affair as indicated by the red carpet that greeted guests stepping out of their cars, instantly making them feel like glitterati. It’s safe to say- on a quiet Sunday evening- the company brought a much-needed sprinkling of glitz and glam to the otherwise officious and sleepy F-6/3 sector.
“Our idea was to start a multi-brand outlet for women, first, and then gradually move to menswear,” said Director Modeville, Dr Aamir Asrar, “which we’ll launch around June-July. We will also start up a café in a few months, in collaboration with an Australian Company.”
These are big goals. Dr Aamir runs the store along with his wife and CEO Modeville, Hania Aamir (also the interior designer) and Ali Fateh, who’s Bejeweled, jewelry inspired bags, glinted in glass display racks.
Kudos to CEO Hania Aamir for designing with a minimalist and clever eye: the store’s interior is spacious, clean, dominated by beige, whites and season-appropriate floral arrangements; the effect is soothing and doesn’t take away from the products.
“You see most people cram their collections in one store. Our aim’s not just to display a variety of collections but to also market and advertise our designers. In a sense, we’re very interested in giving back to the community. As you can see, today we’re going green,” said Fateh, gesturing to a lush arrangement of foliage behind a glass wall.
“During the fashion show, the models are going to pose behind the wall, free-style, like amazons. It’ll be a lot like Vogue,” he added.
While guests explored the expansive store and browsed through the racks of summery kurtas, embroidered silk pieces and bridal wear, the models rushed to prepare for the 7pm fashion show.
“I pretty much love everything they have here,” said model Urooj Ahmed prior to adding the finishing touches to her makeup. “I like how it’s a one-stop shop. A woman can walk in and get anything from shoes to clothes.”
Modeville has definitely upped the scales for other retailers and boutiques in Islamabad- the launch of their café will only serve to ‘up’ their profile a few more notches. The store features designers from across Pakistan; the likes of BNS, Satrangi, Kuki Concepts, Fahad Hussayn, Ali Fateh, Aziz Ali, Saadia Mirza, Resham Ghar and a plethora of other local brands.
Published in The Express Tribune, May 10th, 2011.