Digital printing has already begun blurring the lines between novice and established designers at fashion weeks on a global scale. But now, the fashion front of Pakistan seems to be getting a slice of the action with more local designers exploring the art. Zaheer Abbas, primarily celebrated for luxury prêt and couture, recently stole the show at The House of Ensemble with the launch of his latest prêt line titled ‘Printology’. Trying his hand at digital prints for the first time, Abbas is raring to leave a high-fashion footprint on runways and closets alike.
The collection, which mainly focuses on digital prints on lawn and contemporary designs, has been divided into three parts. The first, ‘Printology’, boasts a vintage garden-inspired appeal with birds, flowers and nests embossed in digitised patterns. “‘Printology’ for me is like getting out of my comfort zone and finally creating something out-of-the-box,” said Abbas.
‘Retro’, the second part of the collection, features machine-embroidered designs that toy with pure organza and chiffon. ‘Florals’, which is the third category, includes embroidery and needlework, predominantly done by hand over pure chiffon and net. ‘Retro’ and ‘Florals’ have been made for the upcoming Eid season. The range is priced between Rs3,500 and Rs45,000, so there’s something to pick for everyone.
With pieces that sold like hot cakes, the designer claimed that two of their prints got sold out even before half the stock was unpacked. Had he expected such a promising turnout? “I would’ve never predicted full attendance because I never really had a presence in the realm of prêt designs,” said Abbas, adding, “I’m overwhelmed at the success of my first step in prêt.” He revealed he had been planning on launching ready-to-wear ensembles for some time now. “I always wanted to do something innovative and now that there’s a greater demand for my work, I will explore and design more prêt,” asserted Abbas.
On what fuelled his inclination towards prêt, Abbas said, “As we completed our five-year benchmark designing clothes, I began experimenting with design and brought forth the ‘Primavera’ collection at Telenor Fashion Pakistan Week this year.” For ‘Printology’, he has drawn inspiration from a specific design from ‘Primavera’. The ‘Primavera’ assortment comprised one digital print silk outfit that received a raving response from audiences and earned Abbas critical acclaim from various fashion journos. Also, the brand has launched their e-store, so that fashionistas can order from the convenience of their homes.
Abbas isn’t keen on giving up designing luxury prêt and couture in favour of casual prêt ensembles. “The sense of fulfillment I get from putting together customised outfits will always remain intact and I’ll continue designing them.”
Up next, Abbas plans on devising the second edition of ‘Printology’ for women. ‘Printology Men’ is also set to be introduced at Eidul Azha. “I’m still in the process of building my brand and want to focus on satisfying my consumers to the fullest. Let’s see how much my new venture is appreciated by the masses,” he concluded.
Published in The Express Tribune, July 4th, 2015.
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