Stepping up fashion retail

Sana Safinaz opens doors to their largest store to date in the city

LAHORE: In over 25 years, Sana Safinaz has gained ground by showcasing a host of collections, upping their game every year. After having maintained a strong presence across the country, the duo Sana Hashwani and Safinaz Muneer launched their brand’s second and largest retail store in Lahore on May 15. Located in Z-Block, Defence, the four-storey building boasts the brand’s luxury prêt line and unstitched fabric.

“We already had a store in Lahore but Defence is a huge market and people, who live there, want to shop within their vicinity. We are tapping into the market by opening a store in this part of the city and making [shopping] convenient for our customers,” Safinaz told The Express Tribune at the launch of their 14th store.

“This new store is, in fact, a result of popular demand for more brand accessibility in this area,” Safinaz said, according to a press release. “It ensures that our fashion is now available to a wider set of people, thereby making us a major retail force that creates and reaches out to a wider demographic,” she added.



The event also saw the launch of their Muzlin range, which consists of two-piece kurtas and dupattas, priced between Rs2,500 and Rs2,900. They are comparatively cheaper than their prêt collections and showcase their quintessential design aesthetics, which is a unique interplay of print. Muzlin is the first range of its kind and Safinaz shared it will be available for sale in stores only.

With the top floor dedicated to their office, the usual tasteful interior, which is a signature characteristic of all their outlets, could be seen at the store. “We do all our interiors ourselves, especially because we have a furniture design house as well,” she shared.

Sana Safinaz aims at being more than just a clothing brand, juxtaposing fashion, music and unique décor. With Zoe Viccaji, who performed at the launch, having been their brand ambassador for nearly a year-and-a-half, they claim to be the only clothing label with a musician as their face. “We want to prove that a fashion house merging with a musician can create beautiful things,” noted Safinaz. Zoe’s performance can be streamed live on their website, where they have created a separate section for Sana Safinaz Acoustics. The event was well-attended by members of the fashion and entertainment fraternities and press.

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

Like Life & Style on Facebook, follow @ETLifeandStyle on Twitter for the latest in fashion, gossip and entertainment.