The challenge most designers face when showcasing their work on the ramp is how to convince the average consumer that the outfits can be worn in the real world and are not restricted to just models.
Founder of the label Teena, Hina Butt highlighted the importance of wearable outfits at the Pantene Bridal Couture Week (PBCW) which took place last month. With just two years of experience on her resume, this designer is well aware of what the consumer wants: heavily embellished bridals that fuse the traditional and contemporary.
Her bridal collection was all about net, satin and jamawar with safe blues, greys, reds and cream coloured fabrics. The heavily-embellished outfits portrayed a regal touch while keeping the traditional look intact and that’s probably what kept the audience spellbound.
“The design philosophy behind the brand [Teena] is to provide trendy, stylish, ready-to-wear clothes for the modern day Pakistani woman at affordable prices,” says Butt, who is a business graduate from LUMS. “I knew from day one that I would pursue this business and hence, I came up with my own fashion label.” Teena is a nickname her close ones have given her and it means inspiring people.
“I love to dress up — everyone around me always gets inspired by what I wear,” she adds in a chirpy tone.
Lebanese designer Elie Saab’s style and cuts inspire Butt deeply. “Saab’s unique fusion of Western and Eastern cultures inspires me a lot. His cuts and embellishments impart an elegant yet royal feel to the garment,” she explains, adding that she follows the International Trend Forecast and tries to incorporate ideas and designs into her own collections.
“A major chunk of our target market for prêt wear and semi-formals include working women,” she continues, adding that the label also caters to the upper-middle and elite classes in formals and bridals. “Our semi-formal range is selling like hot cakes and for the summer, we’ve introduced our casual prêt collection which has received a very positive response.”
Hina Butt’s PBCW debut
This year marked Butt’s entrance into PBCW as she successfully did her first show. “The response I received was commendable. I wasn’t expecting this from the Karachi crowd considering this was my first bridal show here,” she says. “Apart from the appreciation, my experience at PBCW was also very good.”
“One thing however, which I feel people should always keep in mind when dressing up brides is that no matter what the silhouette is, it’s all about grandeur,” she advises other designers and soon-to-be brides. “A floor-touching silhouette with a trail and a flared hem has always looked grand.” She feels it’s important to weigh out the option of how the bride looks when seated and not just when she walks. “In our culture, brides are seated for most of the time during the ceremony.”
Butt will be showcasing her designs in London at the Pakistan Fashion Extravaganza London 2013 in June, at Association of Physicians of Pakistan Descent of North America (APPNA) Annual Summer Convention 2013 in the US in July and at PBCW again in October later this year. “Our focus this year is to expand the business internationally,” she admits.
Teena is currently stocked at 12 different locations in Pakistan including L’atelier in Islamabad, FPL (Fashion Pakistan Lounge) and PFDC (Pakistan Fashion Design Council) in Lahore and Karachi along with other places and four outlets internationally — three in London and one at Bossini in the US.
Published in The Express Tribune, May 14th, 2013.
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