Store launch: Ayzel adds choice to Isloo’s wardrobe options

ISLAMABAD:

This past one year has seen many changes in the capital as far as fashion is concerned. New designers have entering the market and an influx of multi-label stores have cropped up across Islamabad.

Melange, as the pioneer in this sector for Islamabad, set a precedent for L’atelier and Modeville. This weekend saw a new store, Ayzel, launch. Mohammed Ali Ozgen and M Shujauddin hosted the
launch event for their latest venture.

“This is the perfect platform for new and upcoming designers, along with established names to support them,” said Ozgen, “The designers we host have an uncanny eye for putting a style-lover in just the right dress in fashion-forward formal and casual choices.”

The fact that designers such as Mahin Husain are housing their merchandise in all multi-label stores in the city is testament to the fact that the market in Islamabad is slow.

The store also features jewellery.

Tabreed Ozgen designed the store while Living Options, a furniture shop, provided custom-made furniture. Ali said the idea behind the store’s design was to promote cross-sales in the entire store.

His brother said, “The idea cropped up within our family and everyone jumped on board and dove in with the risk Ali had taken.”

The red carpet saw socialites and members of Islamabad’s fashion industry including Tariq Amin.

Ayzel currently houses Aijaz Aslam, Aeliya & Sam, Anum Siraj, Anna Khan, Aasia Saail, BAILIN, Berry Berry, HSY, KHM-Kanwal Hashmat Malik Couture & Pret, Lubna Naveed, Mausummery Lawn, Maria’s,  Maheen Hussain, Sehar Ali and Saadia Mirza to name a few.

The store cannot depend on its successful launch to propel it, however. A new store with primarily newbie designers could be a major disaster so in order for it to succeed, the Ozgen family has to keep up with the latest trends and ensure they provide what the market demands.

Published in The Express Tribune, August 22^nd,  2011.