October issue 2010
Chic and Sassy
Maysoon: This bright red, net shirt flairs at the hip adding femininity to an otherwise bold outfit. The turquoise green border and buttons break the monotony of colour and inject that extra spunk, while the wide sherwani collar and cuff, worked with sheesha embroidery, give it a smart finish.
Mehdi: Blue chiffon, airy and frail, embellished with threadwork makes this a definite pick for a formal lunch or daytime wear. Transparent sleeves add that dash of sex appeal.
HSY: HSY’s ready-to-wear Eid collection included this white, front-open shirt embellished with sequins and dabka. It is finished off with jamawar, lending it an eastern feel.
Zara Shahjehan: This printed panelled kameez is chic in its cut, but bold with its colours. The orange floral design lifts the outfit and gives it that breezy casual feel, while the large diamanté clasp adds that extra bling.
Karma: This warm peach-coloured, flowy kameez in georgette is dotted with pearls giving it that alluring, angelic look.
The concept of multi-brand stores appears to be catching on, belying sceptics who argue that fashion in Pakistan is ill-prepared to support them. Labels was the first kid on the block, followed by Ensemble, but neither of them stepped out of Karachi. It was Asad Tareen who took the plunge with The Designers, and others followed in his footsteps. The brains behind the multi-label chain, Tareen remains confident even in the face of an economic downturn. The Designers presently has two outlets in Karachi, located in Defence and KDA, and recently it has opened its doors in the Mall of Lahore. Besides its in-house label, Maysoon, the Lahore store will be stocking top brands such as Nomi Ansari, Unbeatable, Karma, Mehdi, Deepak Perwani, Umar Batul and HSY.
An outdoor sports fanatic, Tareen has a penchant for taking risks. He went into “rookie” (strictly in terms of fashion) Islamabad and opened a store in the Beverly Centre, when most entrepreneurs were shying away from any kind of venture. Tareen’s next destination is Dubai, where he intends to stock up Pakistan’s leading brands. Incidentally, he was the person who introduced consumers to the now popular brands like Karma, Nomi Ansari, Sublime and Mehdi. He says his goal has not changed; he plans on providing a platform to other young designers as well, in order to promote new talent.
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Maheen Bashir Adamjee is an APNS award-winning journalist. She was an editorial assistant at Newsline from 2010-2011.