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Wednesday 13 November 2013

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The one-stop shop solution to all your retail therapy needs has arrived in Lahore. One had heard of the successful launch of SanaSafinaz’s high street store in Karachi, but the people of Lahore are now ready to experience a retail outlet like never before. The designer duo, Sana Hashwani and Safinaz Muneer, opened doors to the SanaSafinaz flagship store in the city on June 3. Available at the store are stitched, embroidered lawn kurtas priced under Rs5,000, silks within Rs10,000 and accessories starting from Rs1,250. PHOTO: PUB LICITY

From outfits to accessories, one can walk into this new retail heaven and walk out with a complete outfit in hand. With stitched, embroidered lawn kurtas priced under Rs5,000, silks within Rs10,000 and accessories starting from Rs1,250, SanaSafinaz high street is not only accessible “The SanaSafinaz brand has had a very busy year, from our participation in the country’s major fashionweeks to the launch of our flagship stores in Karachi and Lahore,” says Safinaz. “We are deeply humbled by the appreciation the brand has received and look forward to raising the bar for Pakistani fashion even higher. As with our Karachi store, our Lahore flagship outlet is a one-stop shopping destination and aims to provide our discerning customers an all-encompassing fashion experience.”

It seems like the brand is no longer selling clothes but is rather selling a lifestyle. Retail is not only where the growth of a brand lies, but it also legitimises the industry of fashion. As the responsibility increases, so does the level of accountability. “Between our formal couture line and unstitched lawn, there lies the biggest bracket in fashion that is still relatively untapped in Pakistan,” says Sana. “That is the bracket we are working on. Like any new venture, it’s a work in progress and SanaSafinaz high street will strive to cater to the needs of all its clients.”

Like any other retail outlet around the world, nothing in the store can be made to order. This still adds to the exclusivity of the product that even though it is available to the mass market, once a design finishes, that is the end of it. Speaking of lifestyle, Sana and Safinaz have personally decorated the store. The treasure chests overflowing with the brand’s products, not only add a luxurious touch to the store, but also add to its aesthetic appeal.

While the apparel is all made in house, the accessories are still being outsourced. “The next step would be to manufacture everything here but as of right now, we are placing orders for most of the accessories,” she adds. Located on the periphery of the Cavalry Bridge, the SanaSafinaz standalone is quite literally the newest sensation on the block.