One step at a time

Designer duo Saira Shakira launch first store in Lahore, plan to showcase at PSFW this March

LAHORE:

The anatomy of the Pakistani fashion industry is such that designers with established outlets leave others behind. Similarly, those who enjoy a prominent presence in both Karachi and Lahore, the two fashion centres of the country, are usually well ahead of designers catering to just one city. Lahore-based designer duo Saira Shakira are moving in the right direction, having launched their first retail outlet at the Gulberg Galleria in Lahore.

Talking to The Express Tribune, one half of the duo Shakira Usman explained the motivation behind this move. “We found a good opportunity at Galleria and thought it would be now or never so we jumped in,” she said. The mall has now become a fashion avenue of sorts, housing brands like HSY, Elan, Zara Shahjahan, Muse and now Saira Shakira. About the location, her partner Saira Faisal said, “This is definitely a positive for us. When someone will go to one designer, they will definitely stroll into our shop too, so the footfall will be great.” The duo has decided to retain their studio in Model Town for bridal appointments in order to maintain exclusivity.





Since its debut, the brand has been experimenting with fusion of Eastern and Western design elements. They’ve mixed crisp collars and neckties with traditional pyjamas and unconventional lenghas.

This has come with its fair share of criticism, but none that the duo couldn’t handle. Their store is divided into three main levels, each dedicated to a particular line of clothing, from pret and luxury pret to heavy formals. “We have been doing pret for a long time and wanted to be more available to the customers. Previously, we did it all on order but that caused difficulties. So now, we have set sizes people can easily buy,” shared Faisal. “We will have lawn, chicken and cotton net kurtis, with prices ranging from Rs4,500 to Rs9,000 and chiffon kurtis falling between Rs9,000 and Rs15,000. We have something for everyone!”

The ready-made clothes will be available in sizes small, medium and large, alongside custom-made outfits. Both the designers realise that, for the new store, they will have to restrain themselves to be commercially viable. “The concept behind the store is to reach out and make more wearable lines. The experimental things like belted ensembles will stay in our studio,” said Faisal.

Both the designers are graduates of the Pakistan Institute of Fashion Design (PIFD) which itself gave them a launchpad. In fact, the duo has been showcasing at PFDC’s pret and bridal shows for the past two years, and now have a new line coming up for PFDC Sunsilk Fashion Week (PSFW) in March. Faisal said, “PFDC has always been a big support. It is the best fashion week in Pakistan.”

Nonetheless, it hasn’t all been smooth sailing for the two as their design aesthetic isn’t everyone’s cup of tea. “We always knew what our style was, even though people kept telling us to make it more wearable/sell-able. With our pret, we were making abstract bold prints and they said it’s too experimental but this is who we are,” shared Faisal.

“The market is doing more of the old stuff whereas we are mixing a lot of fabrics, layering, pleats and laces. People didn’t understand this initially but it has grown on them.”

Divulging details about showcasing at PSFW this year in March, Faisal mentioned, “Our collection will be androgynous but feminine at the same time. We are putting in ties, geometrics and 3D florals, pinstripes and laces and there will be lots of pants.”

While Saira Shakira are currently stocking at Ensemble in Karachi, they wish to hold a trunk show in the city as well. “We don’t have a mark in Karachi the way we do in Lahore so that is next on our list of things to do,” shared Faisal. Step one, retail presence in Lahore, has been taken care of.

Published in The Express Tribune, February 29^th,  2016.

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