Aiming for fashion’s front and centre

Designer Zainab Chottani gears up to open first flagship store-slash-studio and show at FPW and TBCW

KARACHI:

In a world that’s so full of colour yet has the potential to be monotone with oft-repeated trends and uninspired aesthetics, Zainab Chottani has managed to create a distinct roadmap for herself. Between gearing up to open her first flagship store-slash-studio and win hearts with her ‘Dil Rubba’ collection at the upcoming Fashion Pakistan Week (FPW), Chottani has her hands full with projects. And she’s not willing to take a breather. With her eyes primarily set on establishing a physical presence, Chottani speaks to The Express Tribune about her upcoming projects and bridal trends that will make a comeback.

Chottani plans on opening doors to her store-studio in the first week of December in Defence, Karachi. The space will serve a dual purpose, as it will both offer her ready-to-wear collections and allow clients to place bridal orders. “The store-studio will house my cotton prêt, luxury prêt, semi-formal and formal ranges.



As for bridal-wear, clients would have to take a prior appointment and visit the studio to order a customised outfit,” says Chottani, who set foot in e-tail last year.

Bridal Couture Week soon to be back

But she shares that regardless of how big a reality virtual retail has become, a bricks-and-mortar store has unparalleled appeal. In fact, she goes on to call it the “need of the market”. She adds that her space will offer a one-stop solution for the clients’ ever-growing sartorial demands. “Women want affordable clothes and don’t want to rely on tailors anymore or order in advance [unless it’s a bridal suit]. My store will offer this and much more,” she notes. Chottani is also mindful of the increasing number of working women in the country. “They just want to grab an outfit and leave. It’s mainly brides who opt for bespoke outfits,” she states.

While there’s no denying that establishing physical presence remains essential for a Pakistani designer, standalone stores may eventually lose their charm, given the popularity of and ease that multi-label stores offer. Chottani, who already stocks her prêt-wear and annually showcases her bridal and formal collections at Ensemble in Karachi, Lahore and Dubai, feels standalones help maintain a designer’s individuality.



“Although multi-label stores are cost-effective, their target audience is different. They cater to clients looking to explore a string of different designers and not for a brand in specific,” she says. “A standalone store offers more interaction with the clients and has a lot more to offer in terms of designs and customer preferences.” Chottani also plans on opening a store in Lahore and a bridal studio in either Dubai or Doha by next year.

Mastering her flair for bridal wear

Coming to the ramp from the racks, Chottani is working at full throttle to devise her ‘Dil Rubba’ collection for FPW, slated to take place in November. The line will boast colours such as green, red and purple. Her fresh and feminine vibe translates to her designs, as will be the case with the upcoming line. With a vibrant colour palette and striking cuts, featuring both old and new trends, the collection will see ghararas modernised into pants but with an ethnic touch. “The gowns and jackets will also juxtapose the old with the contemporary,” adds Chottani. The designer will also showcase at Telenor Bridal Couture Week, which is scheduled to take place from December 11 to 13 in Lahore.

Chottani’s designs are also transcending  borders as, on her recent visit to India, a family ordered multiple bridal outfits from her for a destination wedding in Ko Samui, Thailand. On what bridal trends will dominate the upcoming wedding season, Chottani shares, “This year, you will find cuts from the 1980s but with a contemporary touch. Waistcoats are back in fashion along with straight pants, boleros and short jackets. So, this season will mostly be about hip and trendy sartorial options.”

Published in The Express Tribune, November 3^rd, 2015.

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