KARACHI: One of the names on every bride-to-be’s wedding preparation list is Shehla Chatoor, who for many years has been synonymous with impeccably detailed couture outfits and exceptional accessories.
While Chatoor’s work - like so many couturiers in the country - has been restricted to her own studio, the designer stepped out this year with a fantastic collection at Fashion Pakistan Week. Divided into eastern and western wear, Chatoor brought finesse and taste and a chic design philosophy to the runway, and is one of the few designers who has done animal print well. The entire collection was bought out by a Dubai-based buyer.
Shehla Chatoor showcased a capsule retail collection at The Upper Level of Labels in Karachi this week, and within an hour the racks began to look sparse as groups of Karachi’s socialites waltzed in to place orders and pick up outfits.
Chatoor told The Express Tribune, that this was “the first time I have done retail” for her clients.
“I put up as many as 45 pieces and by the time I came most of them had been sold.” Chatoor said she was “very happy about the response” that she received, saying it was “completely overwhelming.” She has realised the importance of retail, saying, “I have now become more accessible to my clients. It was a good experience.”
The collection stocked at The Upper Level differs from the one she showed at Fashion Pakistan Week. Chatoor told The Express Tribune that she wanted to create a capsule collection that would be specific for Labels, and would have separate designs available for her clients at her studio.
Chatoor began working 14 years ago with traditional bridal ensembles. But when she saw “the horrendous shoes and bags” that brides wore on their wedding day, she started doing accessories as well.
She believes her design philosophy is based on being “feminine and sophisticated” but “daring as well” when it comes to western wear.
Published in the Express Tribune, May 29th, 2010.