These five lesser-known, underrated fashion labels may surprise you with their solid style ethos this Eid
The run up to Eid is always full of exhibitions and new collections. Whether you splurge on a luxury pret outfit or shop the high-street for the perfect Eid jora, there are plenty of chic options to make a style statement. At the top of the market, designers like Elan, Zara Shahjahan, Sania Maskatiya and Generation have covetable Eastern pret collections but this Eid we wanted to search out the collections that aren’t predictably the first to come to mind for Eid. These are collections that’ll set you apart on the day, through which you can be equally weather appropriate and on trend.
Aleena & Fareena
This Karachi based brand has always put out timely collections close to Eid. With a natural gravitation towards pastels and lighter hues this summer, A & F is a likely choice for ladies who like to keep their look feminine. Their colour palette includes sky blues, ivories, tea pinks to lush shades of turquoise, pistachio green and peachy corals. The cuts are girly and fun; high-low hem lines, statement sleeves and ponchos. The brand usually plays around with meshing white laces together with embroideries and it has become somewhat of a signature.
Key trend: Their pistachio look is a favourite – front open jacket with a high neck collar worn with white pants. The outfit is versatile and can be styled to be worn to weddings also.
Sapphire Linen
Sapphire’s linen collection has been a long time coming; linen is a fabric that people wear in hotter countries. In Pakistan, people generally think of lawn when they think summer but a linen kurta is equally suitable and rather crisp if you ask us. If you want to go the simpler route this summer, pick one of Sapphire’s easy, breezy kurtas and style it with minimal accessories. The limited edition linen ready-to-wear series offers colors ranging from deep jewel tones to light pastels, so one can definitely find a fitting choice that can be styled with versatile separates.
Key trend: Opt for a cool, chic linen look this Eid and be the most comfortably well dressed person around.
Amna Arshad
Amna Arshad is another brand from Karachi that caught our eye for its feminine, light hearted designs. Even though every summer feels like it’s been worse than the one before, the monsoon humidity coupled with the heat this Eid is truly one to tackle carefully with clothes. Arshad’s collection is one that seems lightweight and breezy but with embossed cloth and mirror work it makes for a great Eid look and is something to wear to dholkis in the upcoming wedding season.
Key trend: The zardozi, mirror work and embroidery that dominates the collection is sure to set you apart on Eid.
Zaz Apparel
Zaz Apparel is a brand from Lahore, which is supporting the cottage industry in Multan. The outfits are set in a generally lighter colour palette but offset by gorgeous gota kaam. Each piece is handmade and designed by the team and the artisans they employ so one doesn’t mind spending upwards of 20 thousand for the top and pants.
Key trend: Zaz Apparel flaunts handmade designs made by artisans in Lahore.
Lulusar
The brand has an affordable range of Eid wear that’s readily accessible around the country through their website. If one wants to wear georgette that’s flowy and has a good drape rather than linen that’s stiff, cotton or silk, pick up one of their kameezes or jackets. The slightly higher end Morich by Lulusar has what one can call luxury pret with shimmery tops, embroidery and interesting embellishment. Their plainer tops allow one ample playing ground with styling.
Key trend: Those who love drama can opt for the shimmer and shine, available online.
