One thing is for sure, when you’re out Eid shopping, the best deals are not at your cool desi retail stores like Sheep, Ego, Daaman and Fnk Asia, but at the more older haunts like Generation and Cynosure.
While the list of former stores have changed the way we perceive ready-to-wear these days, and are a strong reflection of how women have come to dress in recent times, that is no dupattas and one pair of lowers paired with a motley of kameezes, they cannot truly design for an event like Eid without either diluting or making a mess of their own design philosophy. An important reason why these stores have not been able to succeed is because their focus has always been the urban working woman that is strictly a ruffle-free zone, the exact opposite of what an occasion like Eid demands — froth and frills.
Daaman, which prides itself on cuts and prints with a statement accent, does not offer much Eid-wise. But to give credit where it is due, it does not compromise on its usual aesthetics, but instead offers the same angharkhas and peshwases in cotton. A standout piece for instance, is a crushed fabric kameez with a full sleeved bolero. But again, this is just a shirt that will require one to hunt for a matching more formal dupatta and a pair of churidaars. Also, what gives Daaman its edge is how effortlessly it merges in a western sleeker silhouette in its attire so that it can easily be worn as a dress abroad.
Sheep has tried to add hints of silver, gold and diamantes on their otherwise sophisticated pastel palette apparel. The brand rose to fame because they catered to the woman who staunchly believed in ‘less is more’ and wore the most basic of apparels. However, this time around the brand has tried to mesh this ‘fuss-free’ woman with one with a proclivity for all things bling. In keeping with the trend of fitted tube sleeves for occasion wear, one of Sheep’s offering is a cotton chikan and chiffon angharkha. One could see expatriates, who typically fly in for occasions like Eids or relatives weddings, eye the collection appreciatively. A young woman at the store was heard encouraging her foreign counterpart to buy a piece, “Their stuff is very simple but very nice.”
Such a selection works brilliantly for those coming from abroad, having issues with the trying humidity and flashy and heavy clothing, as well as those who like a simpler look, but fail to make a mark as ‘Eid wear’ for the general populace residing in the country. Given that both stores have a price point averaging Rs3,500 for Sheep and Rs2,500 for Daaman for single shirts, the whole ensemble comes out to be rather expensive. Places like Cynosure in that respect, have stylish embellished clothing in light weight but semi-formal fabric averaging at Rs2,500 and Cotton Ginny between Rs3,000 and Rs4,000 for a three-piece suit. Even the time tested Generation — although slightly higher priced — proved to be a better buy at Rs5,000 for a semi-formal jora.
If one is willing to spend around Rs5,000-6,000 then Origins and Al-Karam Studio are worth a shot. For those who are designer conscious and are looking for clothes that can easily work for a family wedding need to be prepared to dish out around a steep Rs18,000 for a designer fashioned formal suit that can be procured from the leading fashion retail stores such as Labels, The Designers and Ensemble — that are blooming with Eid collections from local designers as well their own in house wares.
Published in The Express Tribune, August 24th, 2011.
COMMENTS (10)
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@Haider Hussain: Dudes, now your point sounds more clear, then your first comment. I liked how every one tried to offer their bit.. Though usually people makes comments here with intention of criticising,may be that why ABC replied it in self defensive manner ... But then a 'non_journalism' degree holder can make such mistakes , as LUMS doesn't teach journalism in their economics programme :)
I think everyone here is right in their own sense since you're entitled to your opinion. However, discriminating target audience so explicitly is suitable only for marketing research / business proposals.
@abc: Dude, I have nothing against the article / prices etc... rather I'd say its an excellent research for whoever 'CAN' afford (again, the focus is on whoever CAN afford it); so yea I'm not here lamenting out my frustration at this inflation pron economy like my fellow reader above. But I do keep an indifference in how someone would stereotype ET readers with their pay scale? I mean c'mon....
@Fed Up: No offence, but I picture you as a confused desi khatoon... chill out aunty ;)
@paki: Use your common sense. This paper, and all other English papers of this country, cater to the segment of Pakistani society that can read English and prefers to get it news in English, which probably means that they received their education in English. Given that English medium schools are generally patronized by the middle class and their off-spring as well as by the elite, it stands to reason that the people who read the Tribune and Dawn and The News, are middle class professionals and the upper class of our society. There is a reason ET is given out for free in South City Hospital and not Civil Hospital.
Since this paper's audience is relatively affluent, articles like this are directly related to their lifestyles. Every article in a Pakistani paper does not need to be about doom and gloom and the high price of essentials etc. Lighten up.....or better yet, go read an Urdu evening paper and you can get your fill of gore and gloom.
@proudpaki
Acha, so you tell me how can a family earning less than 15k a month in this economy gains access to an online English newspaper?
Dear Haider and Proudpaki, please understand that these shops cater to a specific segment, the society in terms of what they earn and what they spend are segmented and abc rightly pointed out that this article is not for you or even maybe for me but those who are regular shoppers at such spots might find good use of this information. Moreover it is because of this segment that buys dresses ranging from 5k to 20k that lot of ppl like myself and others are earning a decent living and getting some reward for their hardwork.
you have other options too you know like in lahore you can go to ichra, allama iqbal town, auriga anarkali and many more. We need to be tolerant and civilized towards the realities of life.
My friend if this segment stops buying than a lot of those workers working in these factories and shops making 15k will loose jobs as if we dont have enough problems already.
Good show hani,
@ABC: "and the market they are catering via this newspaper is not a family earning less than 15k."
Dear Haider,
Please stick to the topic. Although I empathize with those who earn 15k a month, this story was not targeted towards them. Inflation and price hikes are not ET's doing, and the market they are catering via this newspaper is not a family earning less than 15k.
Dear Hani, can you enlighten the readers how should a family earning less than Rs. 15,000 go about Eid shopping???