Summer shoppin’: Unleashing the fashionista within

Upcoming designer showcases prêt and couture at her first-ever exhibition.

Maryam Usman July 28, 2013
The designer, famous for taking orders online, held her first exhibition in Islamabad. PHOTO: FILE


An upcoming designer, Zaib, exemplifies the generation of young designers who are stepping into the local fashion scene to establish their own brands. Since launching her women’s apparel line, “Evolve Prêt and Couture” on Facebook last year, the designer was encouraged to venture out of the bubble of her family and friends.

In a first-ever physical showcase, she displayed a collection of kurtas, shirts and palazzos at a two-day exhibition at L’atelier that ended on Saturday. The sleek kurtas in silks, cottons and Arabic lawns lined the racks along with wide-legged palazzos. They exuded a summer-fresh feel with ample use of sea green, bright yellow, orange, black and red. The palazzos came in Aztec, “Hawaii” beach and disco screen prints. Each kurta had a unique print on the back. The prices ranged from Rs3,500 (for casuals) to Rs8,500 (for semi-formals). The clothing sizes ranged from eight to 20.

“I’ve mainly focused on the kind of clothes teenage girls and working women wear. You will see everything from casual, party to semi-formal wear. I’ve noticed that people don’t really dress up too much during summer so these clothes can be worn on any occasion,” she said. Even though the designer had wanted to include jumpsuits to the ensemble as well, she felt the city did not have much of a market for them.

The designer, who takes orders for formal wear as well, believes the fashion industry has become highly competitive for newcomers who showcase their work at multi-label boutiques, where the average customer already has preconceived notions about well-known brands.

Afsheen, who seemed very pleased with a kurta she bought at the exhibition, said, “The clothes are chic and well-made. I really like the little details such as the cuts and the metallic buttons. Also, it’s good to have the option of different sizes which is hard to come by elsewhere.”

With only a few months into the business, the young designer is carving a niche for herself and is ready to take on the challenges and demands that surface along the way.

Published in The Express Tribune, July 28th, 2013.