Armario was launched in the Pakistan Fashion Lounge on Thursday night. Madiha Qaiser and Sadaf Malik, the creators of the brand are fresh graduates of the Beacon House National University and the Pakistan School of Fashion Design, respectively.
The first display of the creations by the two designers attracted a crowd of keen shoppers all day.
As Madiha told The Express Tribune, “Armario aims at providing everything a woman looks for in a semi-formal dress. We have created attire that is wearable to the work place and parties.”
Dressed in black, Madiha revealed the philosophy behind their label. “We have tried to fuse sensuality with a touch of funkiness. The ingenuity of classic tailoring and the value of designs lie in the details we have given to our clothes,” she added.
Sadaf said their dresses were not just any dresses bought and kept in the cupboard for ages due to their impractical designs. She said that the idea behind Armario was comfort with practicality. “Our label is for women of different life styles and ideologies,” she said, adding, “Sophistication and femininity are the key elements.”
Visitors commended the blend of modern and local fashion. Samra Khan, a student of the Lahore School of Economics said, “Armario has come up with a very different collection. They have revolutionised the traditional shalwar qameez with a modern touch and a bold combination of colours.”
The US consul general, Carmela Conroy, attended the launch as the chief guest. She said, “The two designers have used local textures in lovely colour combinations. These are feminine and comfortable dresses with creative embellishments. They are perfectly wearable for a working woman like me.”
Sameera Shehzad, a renowned cooking instructor appreciated the effort of the designer duo. She said, “These girls, at such a young age, have done a great job. There is always some gap in market. Their prices are affordable and they have targeted a specific group, which will help them get a positive response.”
Madiha and Sadaf said that they were satisfied with the response and hoped for a better one in the future.
The price of the dresses varies from Rs8,000 to Rs20,000.
Published in The Express Tribune, October 30th, 2010.
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