After showcasing her debut capsule collection at the TDAP Expo Fashion Show 2013 in October, Umaima Mustafa launched her brand formally, through a standalone retail outlet in Karachi’s Old Clifton, on Saturday 14th December 2013. The new store introduced the Umaima Mustafa designer label to the Pakistani retail fashion market and primarily consists of western wear, inspired prêt-à-porter and formal wear.
Umaima Mustafa’s first in-store collection is an extension of the capsule collection which she showcased earlier this year at the TDAP Expo Fashion show and includes fusion luxury pret, with select pieces from the label’s couture collection.
The line also includes a mix of ready to wear outfits including everyday tunics, luxury pret dinner wear, ball gowns featuring digital prints, chromatic overalls and jumpsuits. The line also features vibrant shades of golds, blacks and beige with a fun and edgy aesthetic focusing on layering, thus ensuring versatility for patrons who can combine differed pieces to create a unique style.
On the launch of her brand and store, entrepreneur and designer Umaima Mustafa said “I have always had a keen interest in fashion and have followed my mother Farnaz Mustafa’s work in the field.
I have taken her experience and combined it with a meticulous attention to detail and my own signature aesthetic to create a new dynamic brand that primarily focuses on western wear. Through this new label, I endeavor to create fashion that is easy to wear and understand, appropriate for a diversity of age groups and flattering to the female silhouette.”
Umaima Mustafa’s boutique is situated in F-20 Block 4 Clifton, near the Mohatta Palace and will be open Tuesday and Thursday from 2PM to 4:00PM.