As Ramazan inches closer and closer to summer with each passing year, designers have another excuse to start the lawn race as women search for the most desired, light and breezy outfit to wear on Eid. In the same spirit, designer brand Sana Safinaz launched its latest Eid collection this weekend at the multi-label boutique Melange in the city.
Throngs of Islamabad’s elite poured in to get an exclusive viewing of the collection.
The event saw ladies prowling the scene, clutching their latest acquisitions of summer shopping while the men followed with long faces, knowing well that their credit cards were soon going to get another hit.
Known for their impeccable style and sense of fashion, Sana Safinaz has made a mark on Pakistan’s current fashion industry. The fashion house has long been synonymous with graceful, elegant, chic and eye-appeasing styles. Their latest collection is no different. The designer brand has truly carved a niche for itself in the fashion industry, stamping its authority on bridal couture and also taking over the market for lawn prints, which are doing extremely well across Pakistan.
“It is an immense honour for Islamabad to host the launch of their Eid Collection,” says event manager Rezz Aly Shah. “Islamabad is a burgeoning city and we’re definitely doing something right because the versatile designers picked Islamabad over Karachi to host their launch event.”
Sana Safinaz’s latest collection remains in the same family of design as its spring/summer lawn collection. However, the duo seems to be playing with different colours yet staying true to their signature style of embroidery and print. The main shades, however, remain from the family of blue and teal with just a couple of designs gleaming with a hint of pink. The classic black and white never goes out of fashion and somehow the duo has made the age-old combination look fresh and desirable, even in this scorching heat.
“The collection is exquisite and I’ve already started eyeing my favourites,” says Anam Abdal, a customer. It seems safe to say that even with a handful of new designs; the brand is set to take the market by storm.
This exclusive showing saw friends and loyal customers of Melange Boutique along with socialites of the capital. In true spirit of any Rezz event, the evening was splattered with models strutting around showing off the creations while visitors admired and discussed what would look best in a month’s time and how the outfits could be customised so as not to become uniform with the rest of the clan purchasing the same outfit.
Published in The Express Tribune, August 4th, 2011.