New designers join Labels

With designs from Aliya Omar and Tayyab Bombai, Labels features all new collection in store.

KARACHI: Aliya Omar and Tayyab Bombal are the latest designers to join Labels. Speaking about the new entrants, Zahir Rahimtoola, owner of Labels said, “With every designer that you bring on board, there is an element of hope and there is an element of doubt.” Rahimtoola seems hopeful about the new collection considering the sales so far.

“Aliya Omar, with her brand name Shamim Bhatti, is an up and coming designer. She deals with purely Eastern wear with a little embellishment and embroidery on the fabric which is mostly chiffon and georgettes. Her focus remains on dark colours. On the other hand, Tayyab Bombal who was first noticed at the second Fashion Pakistan Week. In Bombal, I found a sense of design. One can foresee him doing very well. He designs in cotton and chiffon,” Rahimtoola said.

Talking to The Express Tribune, Bombal said, “It’s the first time that I have stocked at Labels. My women’s collection is based on pret and formal line, both dealing with  Eastern wear. I have used neutral colours on cotton and chiffon pieces; I’ve focused on embroidery and laces too.” For Bombal the target audience remains “Working women for my cotton collection, falling in the age bracket of 25 years to 35 years.” The price range for his pret collection ranges from Rs 10,000 to Rs 15,000 and the formal line falls between Rs 30,000 and Rs 45,000.

Omar, who has named her clothing line after her mother Shamim Bhatti, said, “The label Shamim Bhatti was born out of pure passion [and talent]. What started as a channel to express the creative side of Ms Bhatti has turned into a full-fledged design house standing at the crossroads of traditional and contemporary wear.”

Omar believes that her collection is “born with a penchant for clothes and a natural flair for art. My designs are inspired by everything that is pure and natural and reflects a peaceful harmony of style, elegance and pomp. At Shamim Bhatti, you are guaranteed original work.” The brand is priced from Rs 18,000 to Rs 55,000.

Exhibiting a diverse collection at Labels, Rahimtoola finds the local market competitive, “There is definitely a challenge for us because we are catering to the local customers.”

“So we make sure there is a balance of vertical pricing. We are competing with the local tailors, home-based operations and singular designer houses. But the store provides a good avenue for all sorts of Pakistani designs,” he said.

On a final note, Rahimtoola asserts, “We, at Labels have marked our place in the place in the market for the past 14 years ;I’m sure the decision we take to bring a new designer on board works in our favour nine out of ten times. That’s why Labels has never offered discounts.”

Published in The Express Tribune, October 27^th, 2010.