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is a fashion retailer, getting some of the most coveted Pakistani
fashion labels under one roof and the other is a fashion designer,
getting some of Italy’s most exclusive couturiers to manufacture
for his brand Ammar Belal. The one thing they have in common and which
makes them hotsteppers at the same time, however, is that they both
have managed to take fashion beyond the two fashion epicenters of
Pakistan - Karachi and Lahore. |
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Last month Ammar Belal braved the odds and opened a double storey
spanking outlet at the Do Burj Mall on Jaranwala Road in Faisalabad.
This populous city of Punjab may be the hub of textiles, but it doesn’t
have much of a fashion culture and Ammar Belal’s opening will
certainly give others incentive to branch out there as well. It’s
all about softening boundaries and since these little covered cities
(like Faisalabad and Chiniot) have such tremendous buying power, there’s
no reason why fashion shouldn’t be taken to their doorstep.
That is what all women present at the opening were most pleased about
- designers taking them seriously.
A similar tribute goes out to Asad Tareen, who after shifting location
within Karachi, has forayed out to Islamabad, the capital city where
not many designers have risked venturing out independently. It is
the political land of bureaucracy but then it also has a market for
designer clothing and hats off to Asad for taking labels like Munib
Nawaz, Nomi Ansari, HSY and Umar Batul out there. |
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