Fashion in the fast lane

Feeha Jamshed opts for the happening E-Street to open standalone flagship store

Saadia Qamar July 17, 2015
Feeha, who started out as a designer when she was 13, feels there’s no right time to open up store. PHOTOS: PUBLICITY


Offering food and fashion in the same space seems to be a trend the metropolis has picked up on. With a string of designers and restaurateurs bringing their A-game on E-Street, this cultural hotspot of Clifton would be a calculated choice for anyone planning on broadening horizons. Perhaps this is why ace designer Feeha Jamshed has chosen the location for her standalone flagship store. Three years to her eponymous brand and drawing up on the sensibility of her father, the iconic Tanveer ‘Tee Jays’ Jamshed, Feeha steps up her game with her new outlet, which opened at Mews café Thursday evening. In an interview with The Express Tribune, Feeha lays out what her store has to offer.

“Chanel and Armani stores aren’t located in shopping malls. They have stand-alone stores outside the mall,” says Feeha on why she diverged from the trend of opening fashion stores in commercial spaces. She shares that her store and the eatery were supposed to open at the same time, but couldn’t as she was ill and bed-ridden for five months. I feel fashion and food go hand-in-hand, which is why I wanted my store to be a standalone one,” she adds.

Feeha, who started out as a designer when she was 13, feels there’s no right time to open up store.  “If retail means opening up a shop, that’s what I’ve planned to do. One may think it’s a wise move as over the years, we’ve grown internally [in terms of steadfast workmanship], and are now growing externally by opening a store.”

Known for fusing Eastern cuts and Western aesthetics, Feeha brings forth a collection in fabrics, such as cotton and silk. “With modern cuts and minimalist designs, the collection [represents] global fashion fused together,” she explains. In the past few years, she has established a strong client base. “My clientele has always been supportive and stood by me even when I was starting out. I feel proud of what I wear and my clientele is loyal to me,” she shares.

On expanding her clientele, she says she hopes more people would buy her items off the rack, not for the sake of swimming with the tide but because of how unique the offerings are. “It feels great to cater to those who’re different and want to look good. I really hope they buy at least one piece, if not more, from the store.”

Known for her inimitable aesthetics and out-of-the-box designs, Feeha isn’t one to jump on a bandwagon. “My venturing into retail has to do with giving back to Pakistan. When my prints will be strong, they will reflect positively on the country and what it has to offer,” she states. With hopes for a bright present and even brighter future, she is eager to see if her project resonates with clients. “I don’t know what will happen but one should always strive for the best. Everyone has a story to tell. One hopes that the next day will be better than today and for every minute to be better than the one before, and that’s all I hope for.”

Published in The Express Tribune, July 18th,  2015.

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