Expanding horizons in fashion

Designer Ishtiaq Afzal Khan talks about store launch, collection aesthetics and future prospects

KARACHI: Running an eponymous label since 2007, Ishtiaq Afzal Khan has stitched himself a brand. Khan kickstarted his career in fashion from a home-based studio and now that he is set to launch his first-ever store, he is nothing short of elated.

“I’m really excited about moving out of my home-based studio in PECHS to the very urban Zamzama street. Although I plan to keep my karigars and workshop at the home-based studio, my Zamzama store is going to stock ready-to-wear as well as luxurious prêt,” he said. “I’ll specifically give it a couple of hours daily to take personalised orders and meet my customers,” he added.

On what people can look forward to in his store, Khan said, “My store will comprise prêt, semi-formals and prêt-versions of my ramp collections. Basically, the store will offer 80 per cent prêt wear.” Elaborating on his collection, he added, “My colour palettes, fabrics and embroideries are all natural, and my patterns, although modern, sync-in well with the contemporary mindset.”



Discussing why he opted for Zamzama as the location for his shop when many designers are moving to popular locations, such as Dolmen Mall, he stated, “Dolmen Mall is going to be an ideal location for me once I get towards high-street retail. For now, my production is not mass-scale oriented, plus the deal with Zamzama Mall is lucrative.” He looks forward to settling his base in Zamzama before moving towards the massive mall sphere. “As of now, my brand is customisable and adaptable and not ready to face the shopping mall culture. I would want to observe who my clients are and explore my market further before launching a store in the mall.”

Having worked with television personalities, such as Nida Yasir and Sawera Pasha, Khan shares he initially used to make clothes the way his clients wanted for their drama serials or shows. “Now, I design ideas and bring them to life for people who agree with them. I’ve never looked back since.” On remaining true to his design aesthetics, the designer notes, “I plan to stick to my roots. I come from the native town of Haripur and I’m very close to nature and I try to incorporate that into my designs.”

Of his future prospects, Khan shares he is set to participate in Pakistan Fashion Week, Doha, followed by an exhibition there. The fashion week will take place by April-end. “Besides that, I’m working on two prêt lines and a bridal line, which will be available in my store soon.”

Published in The Express Tribune, March  18^th,  2015.

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