Fashion Central hops on the multi-brand wagon

Launch event attended by prominent celebrities including cricketers and musicians.

LAHORE: With the fashion industry booming and new talent springing from every nook and corner, business minds continue to cash in and turn labels into retail brands. The local fashion scene has seen a rapid increase in multi-brand stores in major cities and the newest addition is a venture by Fashion Central, Pakistan’s leading fashion portal. The store launched on Thursday evening at Fortune Mall, MM Alam Road, Lahore.

Fashion Central stocks different collections from about 31 women’s wear designers including Ayesha-Somaya, Ayesha Elahi, Fahad Hussayn and Hajra Hayat. Apart from that it also features creations from four menswear designers and five jewelry designers. It has also dedicated a specific rack for emerging talent coming out of Pakistan Institute of Fashion Design in Lahore.

With clothes priced between Rs3,500 to Rs30,000, the mid-tier store also houses children’s wear. Since Eastern wear for children is not so readily available and mothers find it hard to go through the hassle of making it, it is smart to have a line of clothing catering to the age group of seven to 14 years.

The evening brought prominent celebrities from various different realms together including cricketers like Imran Nazir and Nasir Jamshed, musicians like Fariha Pervez, models Alyzeh Gabol and Fia, as well as designers Sammy K and Hajra Hayat amongst many others.

The project is a collaborative effort of three partners that include, Zaina Feerasta, Pink Chiffon designer Ashraf Daredia and CEO of Fashion Central Group Shoaeb Shams. Shams said that their aim, with setting up this project, was to offer a solution for every kind of fashion consumer. “The world of fashion design, by its sheer glamour and grace, has always been exciting and fascinating, and as the scope of Pakistani fashion expands, Fashion Central aspires to grow along with it,” he said, according to the press release.

“Through the launch of our new multi-label store and our e-store services, we envision our unique platform becoming a hub that caters to the needs of every fashion consumer, no matter how unique or diverse in demands. We also aim to support new and upcoming talent with a dedicated space for them to showcase their creations. We have ambitious plans for the future and hope our loyal patrons will be with us every step of the way,” he added.

Feerasta was thrilled at the launch of the project. Fashion central also plans to launch its e-store alongside the new outlet that will deliver internationally apart from local destinations.

Published in The Express Tribune, September 30^th, 2013.

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