Known for her lawn, prêt-à-porter and bridal collections, fashion designer Sobia Nazir, opened her flagship store in Islamabad, Friday evening. Shifting away from Jinnah Super Market, Nazir re-launched her brand in an extravagant three-story building which could now be a second home for fashionistas from the capital.
“Bridal is my forte and I am not only launching the studio but also a new range of bridals,” Nazir told The Express Tribune at the opening.
Nazir who is one of the first mainstream fashion designers hailing from the capital, has expanded her niche to a bigger market. In sixteen years, she has branched from simple designing on fabric to opulent digital prints on different materials giving an extensive variety of style and trends. “Islamabad has a different taste and being from the city, I can quiet relate to it” said Nazir.
With an ever increasing demand of multi-label stores, Islamabadis are now opting to wear designer outfits. Fashion designers from across Pakistan are now tapping into the Islamabad market as they see greater scope for business here. Nazir shared that the influx of well reputed designers from Karachi and Lahore has been great for the competitive market of the capital.
She said that although market trends were changing, ways of clothing and shopping were still done the traditional way. “Women still want personal attention and a comfortable space to place bridal orders,” she said. The new studio offers a wide range for brides to skim through, an appointment area and another floor that offers prêt-wear with an entire new range of ready-to-stitch fabrics.
“Nazir is the only designer who likes to create something that is close to nature but she also wants to show her own creativity,” said event manager, Rezz Aly Shah who had organised the launch event.
Shah recalled that Nazir started her profession at a time when fashion was not a blooming industry ,“ even back then, her ideas were as good as that of an experienced designer’s, from bridals to pret, evening line to lawn, she’ s come a long way to be one of the biggest names amongst Pakistan’s high end fashion designers”.
The launch event was attended by women and fashion enthusiasts who had come to see what the store had to offer. “I think it’s a great addition to another store in the capital,” said Sadia Ahmed who had come to the event with her friends. “I think Islamabad’s fashion scene is expanding and it’s good to see designers offering comfort and leisure within such spaces,” said Amina Ikhlas.
Nazir will be launching new walk-in store in Islamabad and another of the same kind in Lahore later this month.
Published in The Express Tribune, December 9th, 2014.
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