Khadija Shah and Sapphire end their alliance

STYLEFILE

In 2014 Sapphire Pakistan came in as a brand at the heart of high street chic; its ethos rung loud and proud with herds of people pouring in from all across Lahore. While Sapphire Textile Mills had been around for over five decades, it was the appointment of Khadijah Shah as their Creative Director in 2014 which put the brand on the fashion map. Khadijah Shah for Sapphire was the perfect combination that resonated well with a generation looking for more trendy and less dated designs for affordable prices.

It was a match made in fashion heaven, with Khadijah’s aesthetic and vision combined with a textile giant known for its quality. Sounds perfect, but like all good things it was perhaps too good to be true, at least for too long.

Little birds of the fashion world have been chirping for the past few days about a rumored breakup that is sure to be the biggest fashion divorce since Maheen Kardar and Kamiar Rokni ended their partnership in 2007. Khadijah Shah will apparently no longer be the Creative Director of Sapphire. Although much of the details are currently a blur and frankly we refuse to quote any hear-say at this point, multiple sources have confirmed that it is true, however both Khadijah Shah and Sapphire have refused to comment at this point.

We, much like most of the country, have been true patrons of Sapphire, a brand which – under the supervision and creative direction of Khadijah Shah – has produced fashion forward campaigns and great affordable styles. It’s nothing short of horrifying to witness this end of an era and we’re wondering whether Khadijah Shah’s successor will be able to deliver on the high expectations we have from the brand.

We’re hearing of possible replacements as well as the induction of an in-house design team that will overlook the brand. Whatever the case, we are anxiously waiting to see who’s going to take the mantle from Khadijah Shah. Whoever comes in will have some rather big shoes to fill.