Here’s the Instep guide to 20 brands that will help you get it right… 

1. Sania Maskatiya

Sania Maskatiya is one of most exciting young designers around, simply because her label provides an intelligent mix of luxury with an edge that makes a strong style statement. From her quirky geometric prints to the use of luxe fabrics such as organzas and satins to the interesting silhouettes she isn’t afraid to play around with, there so many elements that make a visit to a SaniaMaskatiya store a must for any fashion-forward fashionista.

Strong point: Innovative silhouettes and a willingness to experiment.

Weak spot: Given the popularity of the SM label, it’s likely to walk into a room with other women dressed like you.

2. Sana Safinaz

Sana Safinaz can be credited for starting the trend of diffusing high-end fashion sensibility into more affordable, market-friendly ranges. Their well-stocked shops across the country are already retailing their Eid collection, catering to a variety of tastes. From sedate lawn kurtasto vibrant, shorter tunics for the young at heart to sensuous silk dresses and tunics for those seeking a hint of luxury, chances are once you walk into an SS store you WILL find something to suit your preference and budget. Also available within the stores is the brand’s budget-friendly lawn range Muzlin.

Strong point: Brand desirability; owning a Sana Safinaz is a rite of passage for any budding fashionista.

Weak spot: Fabric quality; customers have complained of colour bleeds and rough fabric.

3. Khaadi

The brand has come a long way from its single-store origins providing hand-woven khaadi cloth in limited numbers. Despite becoming a retail giant with a global presence today, it has retained its inherent Pakistani-ness and market friendly approach. If you’re visiting Pakistan on holiday and want to put together a quick-fix yet trendy wardrobe within a reasonable budget, Khaadi would be the place to go. From its pret line featuring prints and embroidery in varying silhouettes to cotton lowers, men’s kurtas, unstitched fabric and even a kid’s range, Khaadi provides an all-encompassing and satisfying retail experience.

Strong point: Good price points and excellent quality.

Weak spot: Little innovation in the ready-to-wear ranges from one season to the next.

4. Sapphire

A relatively new entrant in the high street market, Sapphire has to be credited for making mass clothing that is fashionable yet affordable. Translating designer Khadija Shah’s luxury aesthetic into its ready-to-wear and unstitched range, the brand owes much of its popularity to its distinct and quirky prints. From flocks of birds to swarms of butterflies, vintage gardens to miniature prints, expect to find an array of interesting motifs etched onto your Sapphire tunic.

Strong point: Excellent price points and a strong signature.

Weak spot: Repetitive cuts that don’t offer anything more than a straight tunic.

5. HSY

Opulence is the name of the game at the plush HSY store at Lahore’s Gulberg Galleria Mall. While the designer’s forte remains his ornate wedding wear and there’s a lot of that at the store, it’s also stocking his PSFW collection INK, an oriental-inspired luxury pret range with some great fusion silhouettes to jazz up your Eid wardrobe. If you’re on a budget, the ‘HSY Limited’ range of affordable printed lawn and silk tunics might float your boat.

Strong point: The HSY brand,which has a high aspirational value.

Weak spot: Not many retail options to appeal to those looking for something beyond bridal wear.

6. Sonya Battla

Designer wear in Pakistan rarely gets more international than this. The great thing about Sonya Battla is that it can be worn anywhere in the world, with just as much ease as you would in Pakistan. With minimalist designs set upon a sophisticated canvas, this brand is for the understated. The summer collection at Sonya Battla is a mixed bag, with segments from her popular Manora collection collaborating with her signature block prints. Dusty shades of blue and pink, reminding one of the setting sun on a cool oceanic horizon, are trending. There’s a range of lightweight and delicately embellished silks, perfect to bring the temperature down at monsoon weddings.

Strong point: Immaculate aesthetic and finish.

Weak spot: This high-end brand comes at a high price.

7. Sublime by Sara Shahid

No one does minimalist chic better that designer Sara Shahid. And those with an aversion to bling in their attire should definitely check out her store in Lahore. Known for its emphasis on silhouette rather than embellishment, the brand is a good place to pick out trendy separates for casual as well as formal wear. Its summer range has some fun pieces such as printed capes, maxi skirts and lace wraps, perfect for a holiday wardrobe. The Eid collection will be in store on July 5th.

Strong point: Interesting silhouettes that go beyond the staple tunic and cigarette pants look.

Weak spot: Lack of visibility.

8. Body Focus Museum

Fashion Week followers will be aware of the brilliance that this brand offers and a trip to Karachi is incomplete without a trek to the Body Focus Museum. The designer, Iman Ahmed, is elusive and private, and her store is just as exclusive. Her design ethos, however, flaunts bursts of brave edge, which not everyone can achieve with such poise and balance. Like Sonya Battla, the BFM is also a very global brand and has a fluid versatility that’ll comfortably accompany you all over the world.

Strong point: Flawless aesthetic with a wide range available.

Weak spot: BFM is available at multi-retail stores, but the experience of visiting the flagship boutique is necessary albeit daunting.

9. Nida Azwer

The Karachi-based atelier is known for its elegant and classic Eastern aesthetic moulded into a contemporary twist. Whether it’s her bridal, luxury or pret lines, the designer’s attention to detail and intricacy of craft (from embroidery to digital printing) is apparent. Nobody does the traditional angrakha better than her, so if you’re looking for a traditional outfit this Eid, do check out her stores. And while you’re there, you may just find something for your little one from the adorable kids’ line. Strong point: Its signature classic aesthetic.

Weak spot:A lack of experimentation in terms of silhouette and structure.

10. Zara Shahjehan

The Lahore-based designer is known for her signature girly and feminine aesthetic. If you love florals, bugs and all things vintage, the Zara Shahjehan brand will appeal to you. The stores in Karachi and Lahore carry the brand’s luxury pret and pret lines as well as its high street line Coco and are worth checking out for those wanting to invest in an Eid wardrobe that is an interesting mix of the traditional and the contemporary.

Strong point: The label’s fun and feminine philosophy.

Weak spot: Size irregularity has been an issue we’d want the designer to look into.

11. Elan

Khadija Shah’s Elan has won over the bling-loving market in Lahore for providing a tasteful and elegant take on the trend. From her heavily embellished bridals in soft tones to the pretty pastels of her luxury pret wear, Khadija does commercially safe and beautiful designerwear. Her western pieces, as well as the pret line Elan Vital, provide the fun and modern elements to the label.

Strong point: Intricate embellishment and attention to detail.

Weak spot: The Elan store in Lahore is often under-stocked.

12. Shamaeel

If you’re a fan of vintage, charming clothing then Shamaeel’s new studio in Karachi is the place you want to visit. This magical emporium, tucked away in Clifton, is a treasure trove of all things historical yet modern. The balance of two worlds is ideal and the Shamaeel signature is as distinct as a Mughal miniature. It’s definitely for lovers of opulence because restrained isn’t a term that applies in here. The studio offers casual ready to wear as well as clothing ideal for weddings and the visit is likely to be an experience you won’t forget.

Strong point: The Shamaeel signature is distinctive and unique.

Weak spot: In search of grandeur, the designs can sometimes veer towards excessiveness.

13. Shamsha Hashwani

Relatively new to the retail game, Shamsha Hashwani is one of the best additions to Karachi’s fashion scene in recent times. Her boutique, not even a year old, is irresistible to the tasteful. Whether you’re looking for contemporary tunics or delicate chikankarikurtas, light formals or heavier wedding wear, the range is diverse and consistently impressive. We can say, with confidence, that there has never been a single outfit in this space that falls short on design. New stock comes in every week so the boutique is always well-stocked.

Strong Point: Sophisticated and refined clothing.

Weak Spot: There needs to be one Shamsha Hashwani boutique, at least, in every major city!

14. Muse

If you’re looking to invest in a glamorous Western wardrobe without having to travel abroad, Muse should be your go-to store. Its edgy yet luxurious fashion aesthetic means that whether it’s doing a fashion week collection or an Eid one, the ensembles will be well-constructed and chic. Currently in stock at the Muse store in Lahore is the brand’s acclaimed PFSW collection featuring yummy separates such as boxy tunics, flared pants and printed skirts as well as the Eid collection in pastels and whites with the brand’s signature sequined embellishment.

Strong point: An individualistic aesthetic that’s hard to find elsewhere.

Weak spot: The price points are sky high, limiting the brand’s appeal.

15. Misha Lakhani

MishaLakhani is one designer who flawlessly carries the best of both worlds in her designs; she retains a quaint delicacy associated with age-old brands and she exhibits a modernism that makes her relevant today. Her ready to wear is as desirable as her exquisite trousseau and wedding wear. Her flagship store in Karachi is the place to visit if you wish to stand out.

Strong point: The designs are clean and contemporary, ideal for all age groups.

Weak spot: Pricey and exclusive, this brand doesn’t come easy.

16. Generation

Generation, the quintessential Pakistani high street brand, has shed its boring image lately to make a comeback in the fashion spotlight. With its stores housing a total of 6 separate lines, the brand offers everything from commercially viable 3-piece outfits to trendy separates and even a Western line. Their denim line, part of the new Eid collection, is worth checking out. The Eid collection also offers more traditional ensembles featuring an array of prints and embroidery.

Strong point: Strong brand recognition and loyalty;value for money.

Weak spot: A tendency to tow a commercially safe line.

17. Amir Adnan

When it comes to Ramzan, Eid and ethnic menswear, the finesse that Amir Adnan offers is unmatched. Their ecru silk tunics are classic and there is a cool and colourful range of kurtas that will please the young at heart. Moving into formal territory there is an array of slightly fancier outfits which will please fans of the opulent. We can vouch for the quality of this brand; it’s a must-go area when looking to shop for the men in the family.

Strong point: A very quality conscious brand with excellent customer service.
Weak point: It tends to tether towards the traditional a bit too much.

18. Daaman

If you’re looking for off-the-rack desi clothes with a bit of spunk to them, look no further than Daaman. The high street brand offers Eastern staples with a modern and edgy twist that will appeal to a younger clientele or to anyone looking to inject a dose of fun into their everyday wardrobe.

Strong point: Well-tailored Eastern separates.

Weak spot: Sizing can be an issue and stock isn’t replenished as often as it should be.

19. Deepak Perwani

Known for his western, party wear, Deepak Perwani also works well for women looking to appear different at traditional occasions. His international exposure and influences lend a unique appeal to his designs. The colour palette is always vibrant and his digital prints are distinct and desirable.

Strong point: A contemporary appeal

Weak spot: The fabric choice can be undesirable and sometimes the designs tend to get too commercial.

20. Ayesha Hashwani

Ayesha Hashwani has impressed on the runway and her brand has gained traction and appeal amongst fashionistas. Her boutique in Karachi is well stocked with flamboyant, rich clothing that reflects a high-society appeal, if that makes sense. She has a distinct aesthetic, which is opulent and almost Middle Eastern at times but, at the same time, very modern. Expect to find billowing caftans and shifts in store.

Strong point: It’s the newest go-to brand in town.

Weak spot: Not widely available.

Note: These brands have been chosen from the wide variety of labels that are available in store, with a preference to standalone flagship boutiques. We are delighted that fashion in Pakistan has come such a long way, providing discerning fashion lovers with so much variety.

With additional information from Aamna Haider Isani.