Khaadi opens its brand of organic, hand woven and fashion forward clothing in Islamabad.
Islamabad : After an entire summer of volume after volume of lawn collections featuring heavily embellished and embroidered lawn suits with silk and net dupattas, one is bound to get overwhelmed and look for something simple and minimalist. Unfortunately, chic and understated fashion is not easily available in Pakistan. Designers seem to get into a rat race thinking more is better because it gives them the liberty to charge a higher price; one has to admit they also cater to a nation of women who prefer complicated and busy designs and customers looking for simplicity end up going to foreign brands like Zara or Mango. Well, a small step to fix this has been taken by Khaadi.
Almost a year after opening in Karachi – to a discerning clientele - Chapter 2 by Khaadi launched in Islamabad on Friday night. The label features everything that Pakistan’s fashion scene is craving right now: unfussy designs, monochrome colour palettes, organic colors, simple styles and statement pieces that have a fashion forward impact. Chapter 2 takes Khaadi back to its roots with hand woven fabric and a unique artistic expression.
The first collection for Islamabad features clean, straight and androgynous silhouettes to make the Chapter 2 woman feel comfortable in her own skin. Every piece in the collection is wearable, contemporary and unique in its own way. The collection is largely monochrome, with pieces that feature a splash of bright colors. While black and white have a predominant role to play in most designs, colours like dark blue, mustard, red, green and pops of florescent are also featured.
The accessories and shoes are contemporary, unique and quite distinct. The jewelry at Chapter 2 is not just interesting but also one-of-a-kind; the geometric rings specifically designed by visual artist Sohail Abdullah are an absolute treat to wear.
Director Corporate Communications Khaadi, Anjum Rahman told Instep that Chapter 2 is a completely different label altogether with unparalleled styles and products. “We are introducing hand woven cloth and hand crafted designs with limited pieces because the quantity of every hand woven piece is restricted so there is lesser repetition and unique pieces. We have also introduced statement jewelry that compliments and matches the clothes,” she said.
She further mentioned that at Chapter 2 clothes are considered to be pieces of art. “We really think of them like that. The response in Karachi is great and we are launching in Islamabad today while also going live online today,” she added.
When asked if she thought Islamabad is ready for Chapter 2, Anjum said that Islamabad was ready for it before any other city. “Chapter 2 and Islamabad share some very similar values. The kind of clothes and styles Chapter 2 has fit perfectly with Islamabad’s personality,” said Anjum.
“Valuing our customers is embedded at the heart of our brand essence and hence our decision of introducing various product offerings is highly influenced by what they prefer. Undoubtedly, our rapid pace of market development and market penetration are testament to our brand success,” said Adnan Sayeed, Head of Chapter 2. “Through this, we have revived the art and concept of hand woven fabric, which is also what we commenced our journey with.”
Rezz Ali Shah, who hosted the launch event in Islamabad, told Instep that the capital needed exactly what the brand offers and that it will revolutionize the fashion scene and the definition of chic in the city.
Ayesha, a guest and a loyal customer of the brand’s parent company, Khaadi, mentioned that she had been looking for simpler and minimalistic styles and is over the moon to see everything that Chapter 2 has to offer. “I can’t get over these clothes, bags, shoes and the statement jewelry,” she added.
Situated in the store where Khaadi launched its first outlet in Islamabad in Super Market F-6, Chapter 2 is all about mainline products consisting of women’s apparel, including but not exclusive to accessories, bags and shoes. Lifestyle products like home textiles, ceramics, metal-ware, and stationary items will follow, allowing the buyer a complete lifestyle experience. It’s a very welcome addition to the capital’s fashion scene but time will tell whether the city’s fashionistas – who have grown up on a steady diet of busy fashion – will have the palate for something so uncomplicated.
