KARACHI: Retail brand Ego’s Autumn/Winter 2010 collection is in stores and offers voluminous and embroidered tunics in karandi, cotton and linen fabric.
But the brand, which is a hit with women looking for outfits that are appropriate for work and family occasions such as Eid, isn’t sticking to dark and muted colours this season. Adil Moosajee of Ego told The Express Tribune, “There is no need to look boring just because it is winter. We are working on our lively designs, keeping in mind the fabric requirement and colours of winter.”
Ego’s new collection uses maroon, midnight blue, deep aqua green and pink along with the conventional off-white and black.
The collection, Moosajee says, caters to a clientele that lives in Karachi, Dubai, Florida and Houston and the emphasis remains on “layering and scarves and shawls with lightweight fabric.
“Our target in terms of design is the confident and free woman, who is free to live life as she pleases. This encourages us to design pieces which are more of a statement than just pretty clothes.”
“Karandi, cotton and linen are all fabrics which provide comfort and pleasure to wear. If used in the right weight and construction they provide the insulation properties needed to keep (one) warm. They must be layered with a shawl depending on where you are.”
Given the seasonal change, Ego is also producing clothes with “winter-friendly necklines and longer sleeves.”
But as far as upcoming projects go, Moosajee says he wants to keep it a “bit of a surprise.” According to the retailer, Ego is “working on two additional lines, which will be out in the stores after two months.”
Published in The Express Tribune, November 20th, 2010.
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