Multi-label boutiques are no longer a novelty — they are the norm. Then what makes the latest one on the block tick?
Upon relocating from Dubai last year, Sabaah Shah found something about the fashion scene of the capital to be amiss. “Unlike Karachi or Lahore, it was starved of variety, especially in formal and bridal wear,” said Shah who has launched her own clothing line since.
Expanding the business to cater to a broader clientele, the young designer hosted the red-carpet launch of her a multi-label boutique “Verace” in the upscale Sector F-8/3 on Friday evening. “The idea is to have casual, formal, semi-formal, bridal and party wear under one roof,” she said.
From casual day-wear kurtas to haute couture, the roving client is spoilt for choice. The prices range from Rs15,000 to about Rs70,000 depending on fabric, design and label.
Shah’s own collection focuses on bridal wear, which she designs by appointment. The chiffon-based dresses are heavily embellished with gota, dapka and gemstones, some of the paneled ones exuding the vintage lehenga vibe. The fusion of colour combines haute pink with black or champagne with silver and gold. Coupling traditional motifs with contemporary cuts renders the outfits a modern, chic edge.
Model Natty dubbed the boutique a valuable addition to the fashion scene. “Less than a decade back, I would call Islamabad the sleeping beauty because it was beautiful but it was sleeping to fashion and entertainment. But it’s amazing how it’s woken up to so much now including huge fashion platforms.”
Published in The Express Tribune, May 11th, 2014.