By Sheharyar Shaukat
A total of 21 designers are being stocked at the store with more waiting in the wings. Indian designers Humera Khan and Cheemos also have their clutches and jewellery here while local designers include Usme Rehan, Mahwash Lehri, Naureen Fayyaz, Taufiq Hussain, Humaira Shahnawaz, Munaf Mansoor, Zarlasht Ayaz, Eram & Mehnaz, Asma Shahid, Anum Yazdani (jewellery), Kashif & Rahat, Hajra Zeeshan, Asmi, Aliya Omar, Bina Sultan, Komal, Sofia Chisti, Rahat Khan and Saima Yousaf. The more prominent names include Mehdi, Ruby Shakeel, Samar Mehdi, Resham Ghar and Adnan Pardesy.
Erum Sheikh, the driving force behind the store, says, “I have been associated with the fashion industry in one way or the other since the last few years. I wanted to introduce a platform to new, upcoming designers who are eager to showcase their designs without compromising on quality and want to sell within a reasonable price range.”
According to her, they only showcase a certain number of designers which is a mix of famous names as well as new ones. Her USP is ‘All under one roof — from prêt to semi-formal and formals to bridals’.
Our designers are asked to update the collections on a monthly or bi-monthly basis — it depends on how well their clothes sell. As a multi-brand outlet, our focus is on being price-effective and providing clientele with what they want: be it casual kurtis, semi-formal or bridal wear. I want our closet to be full of different designs and colorus.”
The Bridals off the Rack launch held recently saw fashionistas, the crème de la crème of society, celebrities and notable personalities from both the print and electronic media in full attendance. The highlight of the event was a fashion presentation by nine top models given a blend of classic and contemporary look by stylist Nighat Misbah with choreography by Moiz Kazmi and Take II handling PR and media.