We speak one on one with Saira Faisal and Shakira Usman as they share some interesting details about the evolution of their fashion label ‘Saira Shakira’. From starting their journey focusing more on luxury pret to venturing into formals and bridals, they tell us all
How did you two come together to embark on the journey of creating your label?
We have known each other for a very long time. Our journey began when we gave our interview for PIFD and the rest as they say is history.
How has your work evolved since you first launched the brand?
When we first launched we focused more, if not only, on luxury pret and as the years progressed we ventured into formals and bridals. In the year 2016 we opened our first flagship store at the Gulberg Galleria Mall in Lahore and have since expanded into other cities nationwide and globally via stockists and our e-store which performs really well.
What is the best lesson you have learned along the way?
Teamwork makes the dream work!
What are some of your favourite silhouettes and why?
Style is all about accentuating your favourite features and giving them the spotlight. For us, it means a belted waist line and long flowy gowns over subtle embellishment and a refreshing colour palette. The ensemble must be chic, sleek and glamorous even if it is casual. Most of all, any outfit needs to overall complement the personality of who is wearing it.
What are you fascinated by at the moment and how does it feed into your work?
We are constantly working on how to evolve our embellishments. So that’s pretty exciting. We keep experimenting on new techniques in our formals and bridals.
What is the most challenging about a career in fashion?
Nothing really, if you love what you do then everything becomes exciting more than challenging.
How would you describe your work to someone who has never seen it?
Fusion; we do modern takes on ethnic embellishments.
What has been the benchmark of your success?
Being able to make that special place in the hearts of people through our work has its own satisfaction and that for us is success.
What are some of the hottest trends we can expect to see this spring?
Unique colour combinations.
What in your opinion has been the best design trend in the past five years?
The trends that work best are the ones that are the most versatile and long lasting. Which is why, one of the best trends we have all embraced in the past five years has definitely got to be layering with jackets. They can be used in diverse ways ranging all the way from casual wear (digital printed ones) to formal wear (hand embellished). They are versatile because they can be dressed up or down however you like. Plus, the jacket can be redesigned in a variety of ways from exaggerated sleeves and various hemlines to create looks reminiscent of sherwanis, kimonos, bomber jackets, gowns and so much more.
Is there a motto you live by?
No matter how the music plays you keep on dancing.
In your opinion what are the pros and cons of running a business as friends?
It is a blessing to have someone that has your back. There are no cons.
What is your vision for the future?
We take each day and opportunity as it comes. Our plans for 2019 include participation in multiple shows in Pakistan and internationally. We plan on improving the overall brand experience for our clientele and provide them with the best design options available. We also intend on taking our brand further in the international market, watch out for more news from us.