On Saturday afternoon, the courtyard at Café Flo was abuzz with activity; models, designers and enthusiasts connected with the fashion industry were hosted for hi-tea by Zahir Rahimtoola of Labels and Sultana Siddiqui of Hum Network. The event celebrated a small step taken by two giants of our fashion and entertainment industry’s, but a big leap for Pakistani fashion at a global level.
With the launch of www.style360labels.com, previously labelsestore, the two have partnered to bring fashion to lovers of Pakistani fashion in and out of Pakistan. By running a ticker about the e-store on Hum Network of dramas, the two will ensure that viewers in the US, UK, Canada and Australia will be aware of Pakistani retailing online.
Rahimtoola spoke of the partnership with Hum Network, as well as its support in bringing business to Labels. “Forty per cent of Labels’ business comes from Hum Network; which has been a pro-active partner in circulating Mahira Khan’s Feeha Jamshed outfits in Humsafar and Sania Maskatiya creations later in Shehr-e-Zaat.” He said that Mahira’s vast fan following has resulted in his team receiving a flurry of emails requesting outfits worn by her on the shows.
Siddiqui, president of Hum Network which operates Style360 said, “Whenever I do business ventures, I often think of women’s empowerment. For me, Humsafar is a success story unto itself. We know people from Bollywood like Shahrukh Khan and Salman Khan, but here Mahira Khan and Fawad Khan have gained popularity at a global level.”
Fashion Council Pakistan chair-person Shamaeel Ansari said, “This collaboration is yet another opportunity to move in the right direction. It’s a great milestone. From March onwards, all collections of the Fashion Pakistan Week designers will be at this e-store, available for everyone to buy.”
Zeba Husain of The House of Ensemble said, “It’s a great idea. It will be a plus point for designers to move to places they can’t go on their own.”
Published in The Express Tribune, February 5th, 2013.
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