Shaking up the fashion scene in Isloo

With a range of designers from Karachi, Lahore and Dubai, multi-brand store ‘The Rack’ comes to the capital.

ISLAMABAD:

In an attempt to popularise the minimalistic approach to fashion in the capital, a new multi-label store ‘The Rack’ launched on Friday evening, bringing forth collections of designers from Karachi and Dubai to the city. Adding a new name to the ever-increasing multi-label stores in Islamabad, The Rack launches with an aim to change the prevailing fashion trends by introducing designers focused on toning down traditional snazzy evening wear.

The store offers collections by 30 designers, of which three are from Lahore, three from Islamabad, two new designers from Dubai, and 22 designers from Karachi. The store’s owner Asfa Shafqat, who is also a designer under the label Dotti’s Attire, has been part of the fashion market for almost three years. Earlier stocking with another multi-label store in Islamabad, she decided to kickstart her own venture, introducing new styles to formal wear to the city.



Having spent almost a year doing market research, Shafqat decided to get designers from Karachi on board to fill the demand and supply need of simplistic and understated formal wear that Islooites yearn for. “Islamabad trends are influenced by Lahore and Karachi’s [dominant] style is seen less here,” said Shafqat. “I am trying to tone down the bling and branch into minimalistic yet classy wear that is ideal for Islamabad” she added.

Shafqat said the Islamabad market is now becoming more experimental with fabrics and cuts, such ast the kind Karachi designers mainly focus on. “These cuts are modern and new to the market but are highly appreciated, especially by working women, who are also increasing with time.  Pricing the items from as low as Rs1,700 for casuals, Shafqat said that bringing forth clothes that are affordable for all was also one of the reasons behind launching the store. Formals begin from Rs10,000 at the store.

The Rack is also taking bridal orders for Karachi-based designers, making it convenient for people to place orders in Islamabad. “Now, people don’t have to fly to Karachi to place orders. They can do it right here,” commented Shafqat. Sania Maskatiya and Umsha by Uzma Babar, who are based in Karachi, will take orders at the store.

The store also offers a collection of traditional shawls from Swat and Bia’s Salon. “I wanted to set up a one-stop shop for women, who enjoy dressing classy and like staying up-to-date with fashion without having to hurt their pockets,” she said.

Amber Rahim, a visitor, said that the place was comfortable and cosy. “I enjoyed the fact that there are limited designers. I did not get lost in the racks,” she shared. Another visitor, Ayesha Eman, said, “I think the size of the store is convenient for working women who cannot spend hours going through hangers, looking for the right outfit. This space gives a good display to clothes. It’s clean and chic.”



Shah said, “It is always good to see new places opening up and making Islamabad the cosmopolitan capital of Pakistan.”

Event organiser Rezz Aly Shah shared, “The Rack stocks brands, such as Waseem Noor, Zainab Hasan, LA by Laeeq Akbar, Samina Shajani Designs, Sania Maskatiya, Rani Emaan, ARK, Tunics BY Jazz, Najia Malik, Umsha by Uzma Babar, Moona Sohail Designs, Hammad ur Rehman, Rida Sidra and ShahNaaz.”

Published in The Express Tribune, January 12^th,  2015.

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