Taking prêt and bridals to a new stratum

Designer Sobia Nazir discusses the fashion market in the capital and launch of her latest store

ISLAMABAD:

With an influx of heavy lawn prints taking over this spring-summer season, Islamabad based fashion designer Sobia Nazir launches her latest collection maintaining the balance of print and texture at her flagship store here Saturday evening. 

Like any traditional lawn launch the space was filled with dolled-up women who had come to pick their favourite outfit. Models stood opposite the label backdrop under blaring spotlight donning the latest collection. Sobia Nazir  with seventeen years of working in the Fashion industry in Pakistan is now her eight year of launching her lawn prints. 

Each year, Sobia releases a collection that she says is set to meet the needs of the masses. This year with the launch of the exclusive collection of 15 lawn designs with two colour options, she focuses on digital prints balancing out the busy patterns  making them look chic and wearable this season.

Sobia uses new printing technique amalgamating her signature style creating unique pieces. Exploring different shades of the colour palette she goes on from earthy hues to pastels and richer shades that gives each outfit an identity. As the short shirts make a successful return this season, the designer makes the most of the length by glamourising the prints with ethnic contemporary patterns, Islamic motifs and Chinese patterns.

“I loved working with digital printing. There is no restriction to the number of colours you can apply. By selecting an entire range of shades, I went on to create magical patterns,” Sobia told The Express Tribune.



Focusing on not just the print, Nazir garnishes lawn with heavy embroidery on shirts, aggrandising the entire lawn collection. With a focus on duppattas, she pairs ten prints with chinese chiffon duppatas, four are with silk and one comes with a full-embroidered net duppatta. Giving each piece equal importance when it comes to detailing, she introduces embroidered patches on trousers knitting and entire look together with balance.

“This year we saw lots of prints on prints and designers have forgotten the balance. While designing, one must keep in mind the trend-which is busy prints but it should come together in harmony,” she said. “The collection is very well blended with print, texture and pattern” she added.

Nazir said over the years, she has built a clientele nationwide as well as catering to international clients. With the flagship store in the capital in its second year its not only exhibiting unstitched prints but offering tailoring facility.

She said that the label was set to launch the pret-collection and tunic collection that was close to completion. Moreover, the new store in Centaurus mall in Islamabad is almost in its inauguration phase. After the successful response from Lahore store, Sobia is all set to launch the Multan store and then expand operations to Karachi she said.

“I think Sobia’s lawn is one of the best and we wait for its launch each spring time. Its worth the wait and girls love her colours and combinations with patterns. Each year she creatively brings new changes to her lawn and its something we look forward to “said Ayesha Khan.

The red carpet reception was organised by Rezz Aly Shah.

 

Published in The Express Tribune, April 17^th,  2015.

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