‘Samia Azmay’ arrives in the capital

ISLAMABAD:

After the raving success in Karachi and Lahore, Samia Azmay, leading shoe designers, opened their flagship store in Islamabad’s swanky Beverly Center. Artemis Events and PR organised the glitzy red carpet event. The evening proceeded with an exclusive fashion show, showcasing the label’s latest collection.

“When we first started 10 years ago, everybody’s focus was on clothes, no one was interested in footwear. It was the dearth in the market that started things off,” explains Azmay of Samia Azmay. Karachi and Lahore are significantly easier markets to target; Islamabad however, has a wide array of people with different styles and taste.  “It took us a while to understand what Islamabad wanted because the style and fashion sense of this city is very different from the rest of the country. It is a growing cosmopolitan and it was important to cater to their needs specifically,” exclaimed Samia.

Having grown exponentially in the last decade, Samia Azmay now has major retail presence across Karachi, Lahore and Islamabad via six distinct outlets. The brand has come to be synonymous with a complete range of local luxury footwear, providing their clientele with high end retail experience. Their designs range from the minimalist approach to engaging ethnic, oriental, and modern art inspirations; the products on offer range from flats and heels all the way to clutches and children’s footwear. Launching not only their store the designers also unveiled their spring/summer 2011 collection. Using a mixture of Italian, Brazilian and Pakistani leather in bright colors and colored stones the shoes definitely make a statement.

Even though some of the top international shoe designers including Christian Louboutin, Kurt Geiger and Jimmy Choo have been men, the duo feels that women understand shoes better and can cater to their needs better than men can. “A woman’s aesthetic in these matters is much more refined than a man’s could ever be,” says Azmay.

Maryam Pasha of Artemis Events and PR, made a mark for her company by this event. The audience, which ranged from the capital city’s regular socialites to actors, models, diplomats and ambassadors, enjoyed a pleasant spring evening, munching on delicious canapés, cupcakes sipping exquisite daiquiris. “The shoes are wonderful, young and vibrant and will sell out in Islamabad,” says Seemi, local beautician and Salon owner.

Published in The Express Tribune, March 16^th, 2011.