Friday, 14 December 2012 14:42
LAHORE: This December, The Working Woman label, a brand by SEFAM PVT LTD, collaborated with one of Pakistan’s leading fashion couturiers, Adnan Pardesy, to reveal a debut collection of womenswear for Winter 2012-13, “Adnan Pardesy for The Working Woman”.
Launched in Lahore at The Working Woman flagship store in Calvary Ground, Adnan Pardesy for The Working Woman’s first collection for winter 2012/13 comprises of Pardesy’s signature design elements; simplicity in design and intricate detail in structure. Attended and supported by a diverse selection of personalities from the realms of fashion and media, the event was hosted by Omar Zaman, Brand Manager for The Working Woman, where he spoke about the collaboration with Adnan Pardesy and also introduced the label’s brand ambassador, musician Zoe Viccaji. In attendance at the launch event were Hamid Zaman, Managing Director SEFAM PVT. LTD., Waleed Zaman, Creative Director at Kayseria, Omer Chaudhry, General Manager – The Working Woman, fashion designers Kamiar Rokni, Sara Shahid of Sublime, Fahad Hussayn, Ali Xeeshan, Faraz Manan, Aneeka of Baani D, Rana Noman Haq, Akif and Sahar Atif; make-up artists and stylists Shahzad Raza of Ather Shahzad, L’Oréal Professionnel Technical Consultant Shammal Qureshi and Juju Haider of TONI&GUY – Lahore, Redah Misbah of Depilex, Maram Azmat and Aabroo Hashmi of Maram & Aabroo and Khawar Riaz; photographer/videographer Abdullah Haris. The event concluded with a live acoustic performance by Zoe Viccaji who was accompanied by guitarist Shehryar. Public Relations for the event was handled by Lotus.
The collection is now available in Karachi, Lahore and Islamabad at The Working Woman’s outlets as of 12 December 2012.
Speaking on the launch of the Label, Omar Zaman, Brand Manager for The Working Woman, said; “Adnan’s designs first caught The Working Woman’s attention at an exhibition in Karachi. He was identified by The Working Woman team because of the intricate simplicity of his designs, the unique structures of his garments, and his passion for and attention to detail. This signature mix of Adnan's is very much in line with The Working Woman’s core philosophy of simple, subtle, and sensible.”
“My forte is design and detailing and although a couturier, I always wanted to translate my couture aesthetic into a Prèt line on a mass scale which is available across Pakistan. With The Working Woman, things fell into place at the right time. This collaboration brings positive synergy between my work as a couturier and The Working Woman’s ethos as a ready to wear brand. We have spent countless hours working on the designs for this first collection, to bring the Adnan Pardesy Couture aesthetics to pret wear using my favorite fabrics, Denim and Viscose into clothes that allow the Working Woman to choose their own style statement - be that at home or at the office”, said Adnan Pardesy on this collaborative venture.
In this first phase of Adnan’s collaboration with The Working Woman, he has created a diffusion line of his previous and current lines – catering exclusively to Pakistan’s urban Working Woman. The collection provides working women with clothes that are designed to work for multiple occasions and scenarios that they find themselves in during the course of the day.
Available in 17 original designs with some in different colour ways, the aesthetic of the label’s debut collection designs rests on simplicity, subtlety and sensibility.
Fabrics and Cuts:
Pieces from the Adnan Pardesy for The Working Woman label come in two unique fabrics, Denim and Viscose boasting Adnan Pardesy’s signature cuts with straight linen kurtas with pleated panels, sherwani collars, bias-cut linen shirts with pin-tucks on the bodice and cuffs, straight dyed denim shirts with front open panels, snap buttons and “dyed to match” top-stitching, asymmetrical, front-open denim shirts with top-stitch detailing on the hem, yoke and patch pockets on the side, round hems with pleating details on the collar, placket and cuffs on bias-cut linen shirts, zipper front denim peshwases with flared panels and contrast top-stitch detailing on the bodice and classic blue denim kurtas with band collars and top-stitch detail along with flap and pocket details on the sleeves.
Adnan Pardesy for The Working Woman Label is now available at 102 Commercial Area Cavalry Grounds (Flagship Store), 2nd Floor Vogue Towers, M.M. Alam Road (Flagship Store) and PFDC, Mall 1, Main Boulevard in Lahore; Kayseria’s outlet at Dolmen City Mall in Karachi and Leisure Club’s outlets in F-7 Jinnah Super Market and F-10 Markaz in Islamabad.
Adnan Pardesy for The Working Woman Label will be launching their next collection in Spring/Summer 2013.
For more information, please visit: http://www.facebook.com/theworkingwoman
Copyright Business Recorder, 2012