Feeha Jamshed opens flagship store

Karachi

Fashion has had little to do with food. A fashion model would rather be caught dead than gorging on meals including more than just salad. Similarly fitting into that bespoke designer outfit often means starving oneself till one is visually negligible. However, Karachi’s buzzing E-street, the newest fashion hub, has paved way for a newer trend – one that combines the wholesomeness of food with the luxury of high fashion. Ensemble next to Xander’s, Cosmpolitan juxtaposing Sonya Battla and now Mews and Feeha Jamshed right under one roof, it seems Karachi has turned foes into friends.

In what was both a starry and gastronomical evening, designer Feeha Jamshed launched her first retail outlet in the city of lights. Undoubtedly one of the most memorable Thursday evenings for the young designer started off with celebs like Ayesha Omar, Natasha Saleem, Nida Butt and the who’s who of the Pakistani fashion industry walking the proverbial red carpet and soon progressed into hosting a delicious iftar amidst women getting a last-minute shopping fix prior to Eid’s festivities. Good thing that there was enough on offer for the shopaholics.

Designed by Sehr Aziz and Ahmed Mian of Studio Subtractive in a contemporary black and white theme with a distinctive window screen that had the designer’s initials engraved all over it, the store houses racks and racks of affordable prêt wear including fun digital printed kurtas in both cotton and silk. From embellished silk tunics to dazzling wedding wear with a touch Feeha’s quirky signature, Feeha’s retail offering is a fashionista’s retreat. What’s welcoming is that it’s comparatively easy on the pocket with prêt wear available for PKR 6,000 and onwards to formal wear starting from as low as PKR 35,000.

While it’s refreshing to see Feeha become more accessible, we wonder why it took her so long to do so given her contemporaries had been more hands-on. However, Feeha doesn’t feel she has been long-delayed. “I don’t think it’s late. There is no timeline on anything,” she told Instep.

With what Feeha has in store, we are better off having it late than never! For all those looking to stock up on clothes for the wedding season that follows, the store is a must-visit. As for those living abroad, you guys would have to wait a while for we hear an e store is expected to take flight in about 2 months, delivering worldwide.