Fashion is constantly changing, especially now that we live in the universe of fast fashion. But some designers and brands have successfully managed to create a niche for themselves. With social media being the decisive factor in trends, these independent labels have discovered new ways through which they can reach out to the public. For consumers who prefer minimalism and sophistication as well as sharp tailoring, these labels offer a variety of choices, allowing them to express their individual style without compromising on comfort. Their clothing is stylish but not made for mass production. Whether you’re already familiar with these brands or discovering them for the first time, if you’re looking for Eidul Fitr outfits or everyday wear that is minimalist, these brands are worth checking out.

Solids

An online brand that has gained popularity in recent years, Solids has built a loyal clientele that appreciates its clothing. Specialising in ready-to-wear, the brand operates solely online, with no physical store. Just two weeks ago, it held a pop-up show for its Eidul Fitr collection, and the venue was packed to capacity. When the collection launched online on its website, the pieces sold out within minutes.

I believe the limited stock plays a significant role in its success. Traditional retail stores continue to produce clothing, but due to their wider availability, many consumers end up wearing similar designs—or even the same outfit.

Solids focuses on clean-lined designs and exclusive pieces. Its collection includes long-sleeved kurtas with delicate embroidery and scalloped detailing, paired with wide-legged palazzo trousers. Other highlights include an Aari-embroidered shirt with a skinny shalwar in its signature cotton fabric with a subtle sheen. They also have a print edition, featuring embroidered shirts with bold colour-blocked details and culottes made from a premium in-house blended viscose that’s crease-resistant and ideal for summer. The palette includes shades of auburn, pink, blue, off-white, and green. Yes, the prices are slightly higher, but considering the high demand, the investment is worthwhile.

Footnote: You can find this brand on Instagram
@solidsofficial and their website www.solidsofficial.com

Sara Wassan Designs

Sara Wassan Designs is a contemporary womenswear brand for the everyday woman. This label has made a name for itself within the last few years for its emphasis on loose cuts and silhouettes. With the use of Irish cotton and Irish linen as the primary fabrics—it is ideal for the start of summer.

The latest collection includes an elegant black ensemble featuring a scalloped hem on the kurta and wide-leg palazzo pants. A standout design is a crisp white linen set with bold black and white vertical stripes. Another notable piece is a delicate blush pink kurta and palazzo set, with a detailed lace hemline. The collection also offers a light beige linen shirt and wide-leg trousers, as well as a classic striped linen shirt with red embroidered accents. Defined by a streamlined aesthetic and comfortable silhouettes, the brand’s latest collection can be found on Instagram @ sarawassandesigns.

Footnote: Sara Wassan Designs will be showcasing its collection at the Commons Karachi Makers Market event on March 29 and 30 at Moin Khan Sports Academy from 6 pm to 2 am.

Uzma Sattar

Another brand to watch is the Karachi-based label simply known as Uzma Sattar. Their collections emphasize minimalist aesthetics, contemporary tailoring, and subdued colours. Designed for the modern woman, Uzma Sattar produces effortless yet tasteful outfits. Perhaps a great reason to follow this label is because it offers adaptable clothing, transitioning seamlessly between casual and formal occasions.

The price range is reasonable, catering to women who are moving away from traditional fabrics with loud designs and seeking understated yet refined looks.

The latest collection includes casual pret and co-ord sets, such as cotton long kurtas with embroidery and pockets. These feature relaxed silhouettes with intricate detailing on the pockets, adding a touch of charm. Other key pieces include a blended viscose kurta, embroidered along the daman with pleated sleeves. A striking green Irish cotton ensemble is adorned with Aari-embroidery on the front, back, and sleeves, paired with a sleek skinny shalwar or culottes. Another set, in a rich teal shade, showcases elegant embroidery along the neckline, accentuated with contrast edging for a polished finish.

Footnote: The label can be found on Instagram @uzmasattarpret and its website www.uzmasattar.com.

Dragonfly by Riffat Aliani

Dragonfly by Riffat Aliani is another label to keep an eye on. This brand is all about intricate lace accents and classic cuts. The label works with natural fabrics and a minimalistic aesthetic, incorporating contrasting applique and embroidery with cutwork detailing. The collection includes linen, chikankari, and tulip shalwars, as well as colour-blocked and embroidered ensembles with floral prints in various shades. Retro print co-ord sets are also available in different tones.

While the prices are marginally higher than traditional brands, the distinctive designs and exclusivity make them well worth it.

Footnote: The brand stocks its clothing at Object in Karachi, Lavilla in Lahore, and TownHouse Pakistan in Islamabad. Pieces can also be purchased via Instagram @dragonfly.riffataliani.