Karachi
Prodigies of the prestigious Pakistan Institute of Fashion Design, duo Saira and Shakira emerged in the fashion scene around three years ago, but theirs wasn’t a
Saira Shakira's collection at PLBW 2015 was an example of how the designers are unafraid to add contemporary elements to even the most traditional outfits.
In times when some of the most established designers are unapologetically sitting out fashion weeks, Saira and Shakira have been showcasing consistently. Their luxury prêt is flying off the shelves and landing at red carpets. Their recent offering at the Pakistan L’oreal Paris Bridal Week was lauded for breaking bridal conventions and giving breathing space to the modern-day bride. Western silhouettes like crisp collars, retro jackets and cropped kimonos were juxtaposed with traditional dhaka pajamas and lehngas and covered in a sheen of glittering crystal embellishments with cuts mostly lean but easy. However, despite being dubbed as one of the brightest emerging stars of fashion, they have been repeatedly criticized for the lack of finesse and finish in their work.
Having evolved into a brand that is defined more by personality, Saira Shakira – the label – is now crossing over from Lahore’s social circuit to international shores. They recently showed in India as part of the cultural exchange initiative Shaan-e-Pakistan and will soon head to London for Pakistan Fashion Week. Instep catches up with Shakira Usman…
Instep: How was the Shaan-e-Pakistan experience and the response your collection received?
Shakira Usman: It would be unfair to criticise an event that was organised on such a large level. Hats off to the Shaan-e-Pakistan team for arranging over a hundred visas at a time when Pakistan-India tensions were high and for arranging accommodations at a five star hotel. However, I would say that it was a little mismanaged. We had to deal with the Indian tax authorities which we feel that we shouldn't have had to. But overall it was a fantastic experience, we met with a lot of Indian buyers who showed great interest in our designs and we’ve been having meetings with them. We might, soon, start stocking in India.
Instep: You are now participating in Pakistan Fashion Week London. How do you think this will benefit your brand?
SU: We're very excited about our participation in Pakistan Fashion Week
Instep: Your bridals are experimental and include contemporary elements. How is the market like for such creations?
Design Duo: Shakira Usman and Saira Faisal have an increasingly popular following in Lahore, where young girls are looking for high quality but at the same time, some edge in what they wear.
SU: Our work is experimental and a little out of the box. We feel that the general trend is changing in the market – thanks to social media – and women are becoming more aware of what's out there nationally and internationally. Women who like our style come to us regardless. We'd like to believe that if you're looking for McQueen you don't go knocking on Armani's door.
Instep: While you have been consistent in showing at fashion weeks and that has been appreciated, there has also been criticism regarding the finesse and finishing of your clothes. How do you respond to that?
SU: Saira and I are both top graduates of PIFD and we've taught there for a couple of years as faculty so we'd like to believe that we do know a thing or two about finishes and finesse so we really don't understand where the criticism is coming from. However, any form of criticism is good advice and we'll definitely take that extra mile for presenting a better look.
Instep: In Lahore, it’s believed, that it is important to be part of the society in order to get your name out there. Is there any truth to that?
SU: Well, our example is in front of you. In our opinion your work speaks louder than anything else. When Saira and I started, we only designed for a very small circle, a handful of people that were mostly friends.
Instep: What capacity are you retailing in? Do you plan on expanding given retail is fast becoming an essential credential in a designer's portfolio?
SU: We're very hands on with retail and production at the moment. We work mostly out of our studio and stock at PFDC, Ensemble in Lahore and Karachi and Dubai and Labels Islamabad. However, we're planning on expanding our retail business by opening up a flagship store in Lahore very soon.
Instep: You were recently nominated for the LSAs in the Best Emerging Talent category. What are your thoughts on the results?
SU: Winning and losing is all part of the game. We congratulate Sadaf Kanwal on her winning the award; she's done some great work. We do feel though that photographers, designers and models should be judged in separate categories as these are completely different fields.