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q&a
Islamabad's 'lawn' ranger
Sobia Nazir takes her business forward and joins
the ranks of designers who put their signature on lawn prints
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The
role 'fabric' plays in fashion is stronger than ever this year. Designers
have always collaborated with textile mills to take out their personalized
lawn collections, but the number of high-fashion lawn ranges coming
out this year certainly is unprecedented. The flow of regulars has
started – Mausummery and Mohammad Farooq have their shows on
the road. Rizwan Beyg, Sana Safinaz, Vaneeza, Yahsir Waheed and Sara
Shahid have come up with some high profile ranges and now from Islamabad,
Sobia Nazir will also be launching her interpretation of summer prints.
Her lawn exhibitions will kick off in Karachi on March 19 and they
will work their way through Lahore to Islamabad. Instep talks to Sobia
regarding this latest expansion…
Instep: Tell us, what is Sobia Nazir lawn about and how does it differ
from other designer lawn collections available in the market?
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Sobia
Nazir: As with a fashion collection, I do think a lawn collection
also reflects a designer's signature style. My collections have always
been prêt oriented and my lawn too is targeting the masses.
The suits will retail for approximately Rs 1295, which is the average
price in the market. Since the season is gearing up towards warmer
temperatures, the theme of my collection is 'spring' and the prints
are floral and very colourful. They are very vibrant and reflect the
kind of clothes I like to design.
Instep: Which textile mill are you working with?
SN: I am not in collaboration with any one mill, in fact I have paid
several mills to print my lawn.
Instep: Do you feel you can control the quality of the fabric by doing
so? Won't there be a variation in quality?
SN: I have worked very hard to keep the quality of the fabric consistent.
In fact I even dropped a print because I felt the quality wasn't up
to market. So no, the quality will not suffer. |
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Instep: You are
the only reputable fashion designer to have evolved from Islamabad
over the years. As a member of the fashion fraternity, do you feel
that's an advantage or a hindrance?
SN: It's certainly not a hindrance. The market is huge here and I
sell to Islamabad, Peshawer, Lahore, Karachi as well as London and
other places. Sometimes being the only one is an advantage because
I get highlighted for that fact, though there are other designers
here they are not profiled yet. The only disadvantage is that Islamabad
is somewhat isolated from fashion centres Lahore and Karachi. I have
to travel there for sourcing fabric and raw material, for shoots and
for advertising. That's an inconvenience.
Instep: Why do you think fashion has not evolved in Islamabad over
the years?
SN: I think it has. You have to understand that it's not that highly
populated and the city is a little aloof. But women are becoming more
and more aware. They come to me asking for the latest trends in Lahore
and Karachi. |
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Instep: As a fashion designer, how are you assisting the evolution?
SN: I am just one person and it's not as easy as it sounds. Plus I'm
a single parent and have no support system in my business. I can't
afford to network and publicize as much as I should. But I do try
to educate women as much as I can. Honestly, I don't think things
are as backward here as they are made out to be.
Instep: And how do you plan to expand further now that you have started
lawn prints?
SN: Well I am busy with the lawn collection right now. I am stocking
in Islamabad and at the Boulevard in Lahore. I will be stocking at
Labels in Karachi from April as well. I am very happy with my clientele;
it keeps me very busy. I have been participating in Dubai International
Fashion Week for the past two years and shall continue to do so. In
Islamabad I will be launching my summer collection soon.
-- Sobia Nazir was talking
to Aamna Haider Isani
Sobia Nazir lawn will
be available in:
Karachi: March 19 and 20 at the Marriot
Lahore: March 24 and 25 at the Pearl Continental
Islamabad: March 29 to April 1 at Sobia Nazir studio
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