KARACHI: Designers Sana Hashwani and Safinaz Muneer have earned their spurs once again. The fabulous duo launched the third Sana Safinaz outlet at Ocean Mall, Karachi on December 17, 2013. With a mainly black interior, a vintage chandelier and outdoor hanging lamps, the store has a retro yet modern feel to it.
The store offers a multitude of the designer duo’s creations, including prêt wear, accessories, shoes, clutches, belts and scarves. Despite being a part of the fashion scene for nearly two decades, Hashwani feels “nervous as always” at the store launch. Muneer, however, expresses different sentiments. She told The Express Tribune that she was very happy, “We have our goals [set]. So far, we are on track,” she says.
Hashwani and Muneer introduced singer Zoe Viccaji their new brand ambassador. Commenting on her liaison with the brand, Viccaji says that her personal style is in line with the brand’s collection, which she calls, “classy and elegant.” “I like to look elegant and classy when I go out. So, it is a good partnership.”
Creative head designer of the brand, Ather Hafeez, has been affiliated with Sana Safinaz for two years. “They [Sana Safinaz] have amazing energy. It’s more like spending time with family. Our work offers an eclectic mix — there’s very traditional stuff and then, there is a variety of Western cuts and designs.”
Muneer shares what the new store has to offer: “We are stocking our winter collection here. With this year’s winter stock, we have gone bolder, with colours such as rust, black and green.” Hashwani adds, “You need to come here more to see the new items we have in store for the season.”
What was missing from the store was their famous bridal wear. Will we get to see it? “No, I don’t think so,” says Muneer. The duo believes that bridal couture requires individual attention in order to cater to a bride’s personal preferences, which is not something that can be experienced at the store.
Gohar Butt, a client of Sana Safinaz, says that she loves their creations because of their use of colour. “The colour contrast [of the outfits] is beautiful. Their clothes bring forth bright colours, so I prefer them over others.”
The store’s opening is soon to be followed by the launch of the brand’s web store and outlets in Islamabad and Lahore. There will be a total of six Sana Safinaz stores on a national level, and their e-store will take them global. With such promising ventures, what has the general response been? Social media manager and head of bridal production at Sana Safinaz, Mariam Rasheed, says, “The response has been amazing. From eastern and western day wear to evening wear, we have something for everyone.”
The Sana Safinaz store is edgy and their clothes, even edgier. Definitely worth a visit!
Published in The Express Tribune, December 20th, 2013.
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