It takes two to tango

Designer duo Sana Safinaz gear up to show at FPW this November and test waters for lawn in India

KARACHI:

Set foot in the Sana Safinaz office-slash-bridal lounge on a weekday and you’ll witness a string of clients raking through their designs displayed on mannequins as they wait to order for bespoke bridal outfits. The room is no less than a riot of colour – the apparel boast shades of red, blue, pink and ivory in fabrics such as velvet and silk, epitomising diversity the designer duo is known for. But despite having waved the fashion flag for Pakistan at several occasions and bagging three top prizes at the Lux Style Awards, Sana Safinaz aren’t about to rest on their laurels just yet. They are now gearing up to test waters for their lawn across the border.

After earning their spurs in Pakistan, Sana Safinaz seem to be on the road to becoming big names in India. “We always were,” quips Safinaz Muneer. She terms the duo’s lawn as their “most sought-after” product. “It’s a huge subcontinental phenomenon that has already generated buzz in our own country. We’ve garnered immense respect for our design aesthetics,” she says as they will begin distributing their lawn across India next year via Indian fabric manufacturer OCM. Sana Hashwani adds, “We take each day as it comes but do plan on expanding our business.”



Muneer goes on to say, “We’ll manufacture lawn but the retail end and distribution in India will be looked after by OCM. This is massive for us, considering that OCM is the second-largest retailer across the border, which showed interest in our brand.” Unfazed by Hindu extremist organisation Shiv Sena’s unseemly treatment of Pakistani artists as a potential hindrance, Muneer notes, “They’re a very small section of the Indian society. We’re catering to a mass market. You’ve got to keep the ball rolling and expand your business with time.”



On the local front, Sana Safinaz will soon show at bridal wear-centric Fashion Pakistan Week Winter Festive, slated to take place this November. “But our showcase will feature evening-wear with a dash of bling. It’ll be an exciting collection. You will see us pushing boundaries with new and interesting trends,” shares Muneer.

Having tried their hand at lawn, prêt, luxury prêt, bridal-wear and furniture, Hashwani claims they perform equally well in all mediums. Rumour had it that the designer dynamo cancelled their Sana Safinaz Acoustics campaign, which featured the likes of Zoe Viccaji, harmonising fashion and music and paving the way for young artists to record songs.

Discrediting the conjecture, Muneer states, “For us, music and fashion goes hand-in-hand. Two years back, we took Zoe Viccaji on board and this year, Sara Haider was our pick. We list 10 emerging artists on a yearly basis and pick one to dress up. We’ll certainly continue to do this.”



With an easily accessible e-store, Sana Safinaz have been reaping benefits of going global. “We get to reach a bigger audience this way.” In terms of their standalone stores, their next big move is to establish their presence in Dubai. Muneer shares the brand rivets attention due to their far-sighted approach. “We follow a three-pronged strategy – we offer our outfits at reasonable prices, uphold our signature aesthetics and don’t compromise on quality. This is a winning combo.”

She further says, “We’re a 25-year-old brand. People have faith in our brand name and know we’re here to stay. It’s our dedication to our brand that has helped us stay put. Our success mantra includes constant innovation. She claims that the designer duo plans on consolidating their brand by 2016.

Published in The Express Tribune, October 24^th, 2015.

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