The concept of having a designer as a creative director for a brand other than his or her own, is still a very alien concept in Pakistan. Most designers tend to remain the creative directors for their own design houses and sub brands. Kamal Textile’s lifestyle and home accessories store titled So Kamal has hired Zara Shahjahan as their creative director for their pret line.
“Personally I feel that Zara’s work is very feminine, modern and has a fresh style to it,” says Erum Ahmad, CEO So Kamal. “We had a fantastic experience working with her on our lawn collection this year and feel that she can best translate our vision for the pret line.”
Along with their linens and home accessories, So Kamal also has a line of stitched and unstitched apparel. With multiple mega conglomerates like Threads & Motifs, Needle Impressions and Cross Stitch already in the market specialising in embroidered material, So Kamal feels it needs to have a name attached to their brand in order to break into the market.
“We want our product to be different from Threads & Motifs and other such brands,” continues Ahmad. “And yet, be competitive as far as prices go.”
Shahjahan feels it’s all about giving your everyday items a luxurious designer feel. “From the embroidery patterns to the colour schemes, I will personally take care of the design and then have them stitched the Zara Shahjahan way,” says the new creative director.
Having joined So Kamal last month, Shahjahan is working on its Eid collection. “They provide the textile and I provide the fashion,” adds Shahjahan. “And even though I hadn’t ever thought of doing this before, it is a great opportunity and I am extremely excited.”
Published in The Express Tribune, June 16th, 2013.
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