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Summer blues: Me, Sara Shahid, Fareshteh Aslam and Fathma Amir at the launch.

Sara Shahid of the Lahore based label Sublime flew down to Karachi to launch her brand of clothing at Labels.  She has been stocking at another multi brand fashion boutique – The Designers – for several years but I think Labels will be a much more lucrative and appropriate option for the minimalist label. While The Designers has been great for formal, wedding wear, Labels has been synonymous with the working woman’s wardrobe, whether it is designed for ‘on the job’ or formal evening clothing. Sublime fits the bill perfectly. Also, the higher footfall at Labels will ensure better success for the brand.

Support system: Sara with former partner Saba Rana (remember Sub Culture), Labels owner Zahir Rahimtoola and Tazeen Hasan

The best part is that Sara brought in the collection recently shown at the PFDC Sunsilk fashion week in Lahore. Exclusive prints rich in tones of turquoise and plum combined with white, this is Sara Shahid’s trend prediction for summer. The silhouettes are loose and flowing, touching upon Bohemian, and have been constructed in georgettes as well as cottons. The crushed cotton oblong jackets are especially desirable for summer travels.

Sara brings in her design aesthetic from Switzerland, where she grew up and where her parents still live, and she has always managed to beautifully translate it to a palette equatable to Pakistan. Her forte is understated, sublime elegance and though this is her USP it has also been the one thing preventing her from creating too many waves in the fashion world. With bright sparks of colour, this collection has achieved just that.

Pictures coourtesy Zahir Rahimtoola


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