Published On: Mon, Feb 22nd, 2016

‘Fashionable’ or ‘trendy’ in the traditional sense


Since the Pakistani media has been successful in generating hypes in the society the fashion in Pakistan is bounded to the ramps which are showcased by the designers and some designers get more limelight than the others. Some get spotlight due to keeping their exclusivity and carry on the work gently towards their craft. The same designer is Naila Tarar who has been designing bridal and trousseau lines on and off for a select clientele in Lahore for the past two decades. In recent times, she has ventured into the marketable with a shoot with model Laila Ali Khan, which show off old-world allure and magnificence.

We cannot say that bridals and trousseau wear are ‘fashionable’ or ‘trendy’ in the traditional sense. They can be tedious, recurring and usually seek to revitalize instead of innovating. The only remedy for latest fashion is to revive the old craft and traditions with contemporary cuts as a minimum in the local context. The recipe is that the Pakistan’s classic and successful revivalists have been pursuing, from the traditionalists, for example, Bunto Kazmi to The House of Kamiar Rokni. Along with the lines that are being manufactured in the name of the business, Pakistani bridals are an ability and delicate ‘fashion’ inhabitant to this place.

Tarar is working in a home-based studio in Lahore as a revivalist and a traditionalist and the recent bridals and trousseau collection is magnificently stunning. She told about her inspirations as, “I am inspired by Persian carpets and am completely old school,” Tarar works with her daughter Risham Saifullah, who is a professional architect with a similarity for painting. At the same time taking a juvenile person’s viewpoint to the designs, Saifullah also provides innovative trend to the brand. The consequential set characteristics materials that brag racial, vintage glamours such as silk, tissue and brocade. Tarar further told that “We use the best material available on the market, and make sure there’s no compromise on that,”

Whereas they attempt to combine traditional crafts with modern cuts, Tarar desires to make sure that the fabrics are practical. She said that “We have jumpsuits, capes, chaddars and velvet coats and frankly it doesn’t matter if you are wearing them on a dress or Eastern attire.”

Considering that flexibility is the main point in fashion, particularly with formal clothing that one distributes money on, Saifullah reveals that their saaris, for example, can be dressed in as dupattas and in numerous other ways. Tarar explained that “Bringing ethnic wear to a lot of young girls, one has to accommodate such things,”

Saifullah further continued that “We want to take out another few lines and see how the market response. Depending on that we will make ourselves more accessible.”

About the Author

Sidra Muntaha

- Sidra Tul Muntaha is a journalist (MA-Mass Communication and M.Phil in Mass Communication) based in Lahore. She is working as an editor at fashion, style and entertainment in the section of the Kooza. She writes fashion and entertainment articles for The Kooza News.

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