Maheen Karim is known for sleek chic while Sanam Chaudhri can be relied on for some funk. The two young designers recently joined hands with textile house and retail brand Bonanza to launch their respective prêt lines, giving the mundane racks at Bonanza stores a much needed revamp.
At the launch event and short fashion presentation at Bonanza’s flagship store in Dolmen Mall Clifton on Saturday, both seemed excited and anxious.
“We’re excited but a bit nervous too. It all depends on how the masses will respond to the collection,” they said, adding that the response has been positive.
Guests at the launch were drawn in equal numbers to the racks of both designers. Maheen’s collection offers wearable tunics with wrap-around waist belts; block printed borders with a touch of pretty embroidery and kurtas with both long and short hemlines which are going to be a hit with both young ladies and aunties. Sanam’s designs are definitely edgier, with metal-studded collars; excessively voluminous balloon tops and short sleeved tunics with high hemlines that can be matched with printed tights and chunky accessories as seen in her photoshoot.
Maheen Karim’s collection is for the working woman of today, while Sanam Chaudhri’s is for a fashion-forward Pakistani woman. PHOTO: PUBLICITY
Both designers are initially offering seven designs each, but the good news is that the price range is affordable at under Rs5,000 an outfit. The prêt wear collection primarily consists of fabric which is pure cotton, with two evening wear outfits in silk-satin.
CEO of Bonanza Hanif Bilwani, who was also present at the event, said, “The next era is going to be all about these young and versatile designers. Everything needs to evolve and fashion will also evolve.” He also added, “Although I don’t have any figures right now, some of their outfits are completely sold out.” He promised the sold out designed would be re-stocked soon this week.
Bilwani said that CEO Labels Zahir Rahimtoola had introduced these hip, young designers to him. Rahimtoola, who is all praise for Bilwani, said, “Merging a fashion designer with a fashion retailer is what being fashion forward is and Bonanza is doing a fair job in bringing fashion to the masses. This will definitely stand out in the history of fashion in Pakistan and I am expecting this to happen on a wider scale soon.”
The prêt collection has been launched simultaneously in Karachi, Lahore, Islamabad and Rawalpindi. In about a year’s time, the new collection is expected to be available in at least 20 stores across the country out of a total of 64.
Published in The Express Tribune, April 23rd, 2013.
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