Zohra Alam started her line of digitally printed fabrics two years ago and hasn’t looked back since. Her initial inspiration was Mughal miniature prints and the response she got for it was absolutely phenomenal. Now, with Eid coming up, the designer has introduced another collection with a completely revised design inspiration. “It’s a potpourri of renaissance.
In this collection, you will see imprints of Islamic architecture,” says Alam. The designer has played around with a wide variety of prints and her clientele has a lot of options to choose from. A two-day exhibition was held at her place on July 14 and July 15, where she showcased a whopping 110 digital prints. This is because different people have different tastes and she wants to bring out a collection that caters to the likes and preferences of a wider market. “Even though I am not into too much embroidery, I have gotten it done on some of the pants and coats I have made to give my digital prints a taste of their own. In a way, it’s accessorising my prints,” she says.
Interestingly, there is a high demand for Alam’s clothes in the West. “The United States is a bigger market. People there are more fashion-conscious and my clothes sell like hot cakes. What they are basically looking for are my cuts and colours,” she says.
Having interacted with clients, both, here and abroad, does she think there is a difference in the kind of clothes that are in demand in Pakistan and those in the US? “There is not much of a difference, the market abroad is very aware of the fashion scene happening in Pakistan and they make it a point to follow it,” reveals Alam.
It takes about six to nine months to bring out a collection and Alam is in no hurry to bring another one out any time soon. “I work very hard on it. My collection is a labour of love. You just need to get it going,” says the designer.
Her brand Zohra Alam Clothing rapidly gained popularity and she has created a niche for herself in the market, “I am known for my vibrant colours. Pakistani women need to get out of their obsession for dull colours. A Pakistani woman’s skin tone is such that vibrant colours make them look, as well as feel good,” she says.
On a final note, the designer, says: “Wearibility, cuts and colours make the brand, Zohra Alam,” adding that her collection is best suited for a daytime affair. However, with the wedding season just around the corner, she suggests that the outfits can also be worn to a formal evening reception. “A lot of people like to wear it to weddings because these digital prints are so affordable. With so many functions in town it is just not easy to spend a large chunk of money on clothes,” says Alam.
Published in The Express Tribune, July 18th, 2014.
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@Chachoo---- very well said.
I dont know why we want the murder of history. There is no such thing as Mughal miniature printing. Before the Mughals many regions of India ( and in the regions where Pakistan is situated) were known for Miniature painting. Chiniot and Gujrat have a long tradition even before the Mughals of painting like it. So kindly call it North Indian miniature printing or Indus valley printing in a true sense rather than calling it a Mughal miniature painting. Mughals came from barren lands and they infact learned many traditions from locals. Nobody should maul history for personal reasons.