KARACHI: After coming out with exquisite unstitched collections with the global leader of crystals, Maria B is set to become the first designer to launch a Swarovski embellished prêt and couture line.
The ace designer is among the first design houses to sign an ‘Ingredient Branding’ partnership and has delivered four collections under the ‘Mbroidered’ and ‘Maria B Lawn’ line so far.
Speaking to The Express Tribune, Maria said about the international partnership, “We were the first ones to sign the branding program in 2014. It made us the pioneers to use the Swarovski seal internationally.”
“We are currently working on various collections which include unstitched, ready-to-wear (prêt) and couture. Earlier, we had incorporated their crystals in our embroidered chiffon and lawn collections. Our upcoming couture line will also be launched internationally.”
“It’s unprecedented that a luxury brand is going into mainstream retail in Pakistan,” she added.
The first collaborative shoot by the two partners features the brand ambassador, Maya Ali.
“We are the first ones to do an international co-branded shoot with Swarovski for our latest collection. We pooled in our various design resources for it,” said Maria.
“It’s brilliant when international collaborations like these can help bring two markets together, allowing them to prosper through the exploration of new avenues and technologies in fashion.”
“Beyond the glory of the moment is the potential of what ‘Sparkling Couture’ has unlocked for Pakistani designers. What matters is the effect it will have on Pakistan as it permeates the international fashion scene,” she added.
Andrew Mojica, the Managing Director of Swarovski Middle East, further highlighted the purpose of the IB program.
“Our Ingredient Branding program allows regional designers to utilise the Swarovski Professional brand and support packages, as well as the crystals, to build and enhance their own businesses,” he said in a statement.
“Swarovski is a household name that brings to the fore great quality, years of research and development and hence we are proud to work collectively with MARIA B – a brand name that exudes affluence and a high fashion vibe,” he further said about the collaboration.
The latest collection is set to launch on August 27.