Fashion alert: Ensemble relocates to 10Q

The multi label retail store houses Lahori, Karachiite, Indian designers.

LAHORE:

Ensemble, the multi designer retail store, relaunched on Thursday, relocating from the Mall of Lahore to 10Q, in the more centrally located and fashion savvy Gulberg, an address that previously housed the Pakistan Fashion Design Council’s official store.

Apart from an impressive list of fashion designers from both Karachi and Lahore, the store exclusively stocks Indian labels including Sabyasachi, Ritu Kumar and Tarun Tahiliani. “We are here to create a sustainable relationship with Lahore,” Shezray Hussain, one of the Ensemble directors said. “We have created a true one stop shop for women by carrying prêt, couture and bridal wear under one roof.

A multi label retail store is meant to be luxurious, comfortable and convenient for its clients.

We pride ourselves in being just that. A woman from New York just walked in and brought her entire trousseau within a few minutes.”

In attendance at the launch were not only Lahore socialites and fashionistas, like Amna Kardar and Naila Ishtiaq, but also designers like Ammar Belal and Fahad Hussayn from Lahore and Karachi’s Nomi Ansari.

Shehernaz Hussain, the creative director at Ensemble, said that they intended to provide a store within the store featuring Karachi-based designers. They can fly in once a month and meet their client base in Lahore. “This way the clients won’t have to fly all the way to Karachi to get their wardrobe woes addressed,” Hussain said.

Mahwish Khan, a designer who will soon be launching her own store next to Ensemble said, “It’s a good mix of designers. There are clothes for every kind of woman.”

Rida Khan, a teenager, felt that Ensemble needed to introduce more western clothes and jeans. For another teenage girl, Sabina, the store’s layout was the best part. She said, “There is a smooth flow of clothes and space that makes it easier to go around the store.”

Fashion journalist Mohsin Sayeed, said what he loved most about Ensemble was that they were not afraid of taking up new brands. “Ensemble is concrete and classy with a range of price tags.”

Jewellery designer Shazia Deen, while trying to make her way through the throng of women at the store, remarked that she had been told to check out Sania Maskatiya’s clothes. “I’m trying to look for her rack. But from what I have seen so far I like Sabyasachi and Nomi Ansari alot.”

Published in The Express Tribune, November 5^th,  2011.