Daraz Trend Week is about to kick off in two days, and the thrill is constructing.
Lengthy-standing retail presences like Deepak Perwani, Zara Shahjahan, Amir Adnan and Era are set to point out capsule collections alongside designers who solely lately opened up a bodily retail area, like Tena Durrani and Feeha Jamshed. After which there’s newcomer Hamza Bokhari, who’s additionally within the combine.
We spoke to the designers to provide you an insider’s take a look at what to anticipate from every assortment.
Feeha Jamshed
Feeha was a serious presence at this yr’s PSFW together with her assortment Bob Squad. We requested her how her assortment for style week would differ from that, and from what she shares at her retail area.
“My items for Daraz are impressed by Woodstock,” she says. “So the look could be very late Nineteen Sixties-early Nineteen Seventies, with a concentrate on psychedelic prints, tie n dye and such. We have now a mixture of solids and prints, with a lot of separates. For followers of our jumpsuits although, there will probably be two jumpsuits within the assortment.”
Feeha has created a Woodstock-impressed assortment
“I am very old style in that I completely consider within the want for a bodily retailer,” Feeha continues. “However identical to internet-a-porter overseas, I realise the comfort of on-line buying is a large driver for gross sales. The entire level of working with Daraz was to succeed in clients who did not have entry to our retail area — after which, in fact, affordability.
Feeha’s assortment shall be priced beneath Rs15,000, she says. “The truth is, most of our piece can be across the Rs7000-8000 mark,” she confesses. “And naturally it might be nice if we promote out — however our first precedence is to make designs which are true to our ethos and design philosophy.”
Zara Shahjahan
“The problem for us at Zara Shahjahan was that we did not need the gathering to seem like Coco, our excessive road model,” says Zara Shahjahan, who entered the Karachi market with a retail area simply final yr.
“So what we have achieved is maintain the florals to a minimal. We have now enjoyable separates, totally different silhouettes, a tulip shalwar… the works. We have used top quality cotton and prints, and we have stored in thoughts different designers collaborations, like Balmain from H&M, which retain a model’s id but can be found at decrease costs,” provides the designer.
Zara Shahjahan takes a leaf from Balmain’s guide for her Daraz Trend Week assortment
“We needed to work with Daraz as a result of it is a platform that basically helps on-line style. The location’s attain is superb. I imply, we’ve our personal on-line retailer however that also does not have the attain that Daraz has. Our goal on this collaboration was to entry that on-line attain and up our visibility as a model. We needed to introduce the model to individuals who hadn’t essentially heard of us earlier than. With a costs maxing out at solely Rs 6000-Rs7000 we’re anticipating the entire assortment to promote out in a day or so,” Zara provides with amusing.
Hamza Bokhari
Keep in mind Hamza Bokhari? Hamza’s model Jeem gained Financial institution Alfalah’s Rising Expertise Award finally yr’s Bridal Couture Week, and although the younger designer already has a brick-and-mortar presence in Lahore, Karachi and Multan by way of Trend Pakistan Lounge he determined that Daraz trend week might supply him an edge.
“I undoubtedly thought that teaming up with Daraz for trend week would broaden my horizons,” says Hamza. “However it was an enormous problem: how am I going to distinguish myself from the market whereas on the similar time offering worth for cash? I would like individuals who purchase my garments to really feel like they’re sporting a designer outfit, I need to have my signature look obtainable at an reasonably priced worth. So sure, it has been robust however I am proud of the outcomes.”
A sneak-peek of Hamza Bokhari’s assortment
Hamza reveals: “My assortment for Daraz is usually comprised of western put on. You will see numerous Grecian seems, easy silhouettes, flared pants, crop tops, capes, a number of 3D leaf-impressed workmanship. In fact although it is western put on I’ve stored in thoughts that I am designing for a Pakistani viewers. It will be my failure as a designer if I did not take the native market’s preferences into consideration. So a component of modesty is current.”
Deepak Perwani
“Our assortment for Daraz Trend Week could be very easy; it focuses on ethnic prints,” shared Deepak. “You will see lots of block prints and display prints on Japanese put on – shalwar kameez and waistcoats for males, and lengthy kurtas and shirts over trousers for ladies. It is informal put on from our model at a really reasonably priced worth level. Costs begin from four-5 thousand rupees.”
Deepak dabbles in ethnic block and display prints for Daraz Trend Week
“We need to place ourselves within the mass market with this collaboration with Daraz,” he defined. “We will not put all our merchandise in our shops or on our web site. You’ll be able to’t place 1 lakh jora subsequent to a 1,000 rupee one. The worth distinction is an excessive amount of. That is why we have stored the main target of Dolmen Metropolis Mall outlet on our extra reasonably priced pret line and our couture is out there on the Zamzama retailer.”
“Individuals all the time complain that ‘You do not design [affordable collections] for us’. So we did simply that,” he concluded,
Tena Durrani
Tena Durrani additionally hopes to increase our attain past her unique clientele. “We love the chance to make our designer style accessible to the mass market,” she stated.
Tena Durrani is presenting Uptown Funk, which can supply fashionable separates
Tena is doing so with a set referred to as Uptown Funk, a ten-piece assortment of digitally printed tops and pants. “It is a fusion assortment, so consumers can anticipate western tops, combined with tulip pants and boot minimize pants. You should purchase the design as an entire collectively or you should purchase the pant or prime as separates too. Worth vary is beneath 15,000 rupees per piece.”
“Our problem on this assortment was to design items that might seamlessly transition from day to night seems, whereas sustaining our basic model ethos,” says Tena.
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