KARACHI: With spring season come three different designers at Labels, all catering to the niche market of pret.
Three design-houses namely Asifa&Nabeel, Sania Maskatiya and Feeha Jamshed launched their Spring/Summer collections at Labels on February 26.
Asifa&Nabeel, who have been designing for about a decade, have introduced their “high-end formal and pret lines for Spring/Summer 2011,” informed Asifa Imran of the brand.
She entered the field of fashion designing with no formal education in fashion, she prefers to let her work speak for her. Interestingly, the designer label toyed with brown-coloured fabric instead of the staple black for evening wear.
When asked the reason, Imran said: “We brought the chocolate brown colour concept to outdo black gowns this season.”
About the heavy embellishments,the designer said, “This formal collection targets ages from 16 years of age to 60.” They focused on the fact that “it’s not entirely wedding wear, but when accessorised with the right type of jewellery, the result will be fabulous.”
Sania Maskatiya, who came out with 30-35 pieces at the event, plans to stock in more at the outlet. She has mostly worked with white and black which she says are “classics” and a “huge success with my clients who come to Labels to shop. Since I have a wide variety to offer, this particular collection [of white and black] is specifically for Labels.”
About the response of her newly launched flagship store, Maskatiya said: “The response has been amazing, there have been loads of walk-in clients. One gets to know what is popular in a short time span. Personally, my client base has become stronger and has strengthened the bond significantly.”
Feeha Jamshed’s source of inspiration for fashion and style remains her mother Rukhsana Tanvir Jamshed, as she plans to bring out six new designs every month at Labels. Believing in the concept of “what you see, is what you get” as seen in her previous collections showcased at numerous fashion weeks.
Jamshed said, “Each piece is what you got to see at a fashion week. Prices are exactly like what we offer at Teejays. We are not compromising on prices at all.” Her collection is funkier, and for people who like to wear fun stuff, from awami kameez, to the hippie shirt, to gharara pants, she brings in the “Western cut to the Eastern market in Pakistan.” Final words from Jamshed: “We are exporting and exploring style and modesty. I make plain stuff but something that people would like to wear.”
For Zahir Rahimtoola of Labels: “Each of the designers have something vibrant to offer. If Asifa&Nabeel are offering luxury pret, then Feeha Jamshed’s work makes anyone call her the pret brand leader. Moreover, Sania Maskatiya is the hot new wave of Pakistan. They all have very interesting pret lines. [We project the concept of] one stop shop from pret to couture, and that’s exactly how we plan to move on,”said Rahimtoola.
Published in The Express Tribune, March 1st, 2011.
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