Fashion Fair is the first event being conducted by the multi-brand store Fashion Avenue located at Vogue Towers on M.M. Alam Road. This soon-to-be-launched multi-designer store is a state-of-the-art retail store designed by renowned architectural firm Architects Inc. The store, which is gearing up for an exciting launch in mid October, has an extensive PR and marketing calendar lined up for the year.
Fashion Fair, the first of many events which will be taking place, is scheduled as a three-day event for the 21st, 22nd and 23rd of September. The event features an exciting array of designers who will be showcasing their latest collections. The designers confirmed for this event are as follows Umar Sayeed who will be exhibiting his latest Umar Sayeed light range. Umar Sayeed is well regarded in Lahore and Karachi for his excellent finishes, detailed and intricate embellishments and contemporary cuts.
Talking about Fashion Fair, Umar Sayeed said: “The collection I am sending for Fashion Fair is minimal and chic! My collection will be from Umar Sayeed Light which is perfect for young women who are looking for something to wear when picking up their children from school or heading out for a meeting. This line is chic, classic and appeals to all age groups and all body shapes. I am sure it will be a huge hit. I would also like to take this opportunity to congratulate Fashion Avenue on what appears to be an extremely promising business venture, and I wish them all the best. I am delighted to be a part of this store.”
Another prominent designer who is participating in this exhibition is Rizwan Beyg, who is sending his eclectic line of separates and prêt wear for the Fashion Fair.
Rizwan Beyg described his collection for Fashion Fair in these words: “The latest line is based on the concept of separates: my pret line is breaking away from the concept of doing fully matched ensembles and is exploring the idea of separate pieces which can be worn together or worn separately”.
Another Karachi-based designer who is confirmed for this event is Ayesha & Somaya, also known as the queens of casual chic. Ayesha-Somaya will be sending their latest range of expertly tailored prêt wear for this exhibition which is a must-have for every modern woman of Lahore.
Referring to her collection for this exhibition, Ayesha Somaya said: “The collection we are sending to Lahore is from our pret line. The collection is classic, chic and extremely wearable and reasonably priced. Though we mostly work in Karachi. Gradually we are seeing an increasing demand from Lahore and Lahorites are loving our clothes. The collection of linens and cottons we are sending for this exhibition is very wearable and perfect for Autumn-Winter.”
Another famous brand, Gulabo by Maheen Khan is a high end street wear which is inspired by the colorful streets of Pakistan and truck art. Brainchild of Maheen Khan, Gulabo’s collection is all about energetic youth.
“Gulabo was born of my love for Pakistan and all things Pakistani”—the love of colour, the spicy food, the romance, the poetry and the love of life in the streets of Pakistan. I share these with the women of Lahore.”
Deepak Perwani, a fashion designer who put the fun back into fashion is sharing his funky collection filled with joyful colors in the Fashion Fair.
“D philosophy suits the everyday needs of women who are looking for clothes with a little oomph, some drama and lots of character. The D philosophy collection is based on a vibrant color palette and unique embellishments which gives each outfit its own character and identity.”
From Lahore, the queen of pop-art Ayesha Khurram is also participating in the Fashion Fair. Ayesha Khurram’s latest prêt wear collection is inspired from Marilyn Monroe, Buddha and other such motifs. The kurta-styled shirts are embellished with sequins and patterns and are well suited for both day wear and evening wear.
“I am sending a selection of my best sellers for the Fashion Fair: this selection draws on a myriad influences ranging from Faiz Ahmed Faiz’s poetry to American pop icons such as Marilyn Monroe. The shirts have also been inspired by mythology such as a Buddha shirt with a sequined turban”.
Another from the city of Lahore is the exquisite model turned designer Amina and her younger sister Maryam; the dynamic duo “Maryam and Amina Shafaat” designs; bridal, couture, western and Luxury pret collection, a true vision of the senses, celebrating the multi faceted woman of today.
“We have constantly introduced exciting new ideas to make sure the woman of today has a wardorobe that defines urban chic. Our collection is all about individuality; providing comfort with vibrant colors, paired with interesting cuts, funky embellishment… something that makes you stands out!”
Beside the above designers there are more well-known designers who are participating in the event, namely Aisha Alam, Nayna, Collection by Hira Omar, Fernaz Sohail and Mosaic by Sundus Nawaz.
Speaking about the first ever event at his multi-brand store, Rana Zaman, CEO of Fashion Avenue, said: “It gives me great pleasure to host an event like “Fashion Fair 2012”. This event showcases the latest collection from well known designers as this will be good start before the opening of the store. I would like to thank designers for taking out the time and participating in this event”.
The Fashion Fair has numerous partners associated with it, mainly Alle’nora, Annie’s Signature Salon, which will be providing discount vouchers to all shoppers at the store. Burger Hub will be giving out free meals to the top 5 shoppers on a daily basis.