To expand their horizon in the local fashion market, Ittehad Textiles opened a flagship store called ‘House of Ittehad’ at the bustling F-10 Markaz Friday evening. Ittehad Group CEO Nazim Sheikh said that the store launch was a step further in presenting their signature designs throughout the country, adding that they have come a long way in terms of growing with changing fashion trends. “We have been providing beautiful designs all over the country for the last four decades but we needed a strong retail chain.I really hope that our flagship store in Islamabad will meet our expectations and prove a success.” he added.
House of Ittehad brand director Kashif Chaudhary, elaborated on the design philosophy, saying that his team had paid close attention to everything from the first cut to the final fit in putting the design outlet together. “We believe in delivering quality and in order to make that happen, we have been working hard to meet the standards. I’m really excited for the opening of this store,” said Chaudhary.
The brand that predominantly focuses on eastern designs, has experimented with creating stylised western wear with a mix of prints and embroidery motifs. The traditional-wear designs are heavily ornamented, while the western wear pieces have a preppy, fun and minimalistic approach.
Together with celebrities and guests, runway models showcased outshining and stunning outfits focusing on eastern as well as western stylised tops, including picturesque prints of digifunk and tastefully stylised accessories, mix and matches of plains with alluring prints. They exhibited 10 outfits in all. They also flaunted accessories such as bags and scarves with the woolen and silken scarves coming in block prints, Sindhi chaddar and digital prints.
The winter collection, which is also available at the flagship store, stocks the fabrics kamric, khaddar, lenin and karandi. The spectrum of palatte utilised, leaned towards the classic end, using black and charcoal grey contrasted with season-appropriate tones of red, dull gold, rustic brown, sea green and coral blue. Combinations such as burnt orange with sea-green and infusion of dark purple are reminiscent of bold winter wear.
Rezz Aly Shah, who organised and directed the fashion show, said, “This is the first time in Islamabad that a show is so open and outdoors. The idea is to enable the people to enjoy the fall season and get the best out of it. Ittehad wants to target the main cities so Islamabad, being a relatively modern city, was a natural choice.”
Hosted by Natty, the runway presentation featured the models Cybil Chowdhry, Rachel, Nadia Ali, Nada, Farwa, Sonia, Zille and Sophia Khan. Anam, designer and guest at the launch, said that the store held promise and was a pleasant addition to the market of the capital.
Published in The Express Tribune, October 27th, 2014.
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