Beauty talk

An NCA graduate, Zara Shahjahan started off her namesake brand for women in 2004. With a background in miniature painting, she is Pakistan’s first designer who has the expertise to make her own motifs. Her earlier lines of Ghaara embroidered saaris and sheesha work were so well received by the industry that in a short span of a few years Zara Shahjahan has become a name to be reckoned with. She has been an active participant in different fashion exhibitions, both locally and internationally. The brand has successfully showcased at the PFDC pret weeks since 2010. “I was one of three Pakistani designers who showcased at the prestigious Lakme Fashion Week in 2015,” says Zara Shahjahan. Currently the brand has its flagship store in Lahore and has recently opened a new store in Karachi. “We also have an international footprint with retail partners in the US, UK, India and UAE and are looking to expand our brand outreach to the Middle East and South East Asia,” informs Zara. This week this talented designer shares her experiences and beauty secrets with our readers...

You! What is your design philosophy?
Zara Shahjahan: I believe in making women feel beautiful. How someone dresses defines their personality and beautiful clothes give a woman’s personality the edge and confidence to inspire her and people around her. And that is precisely what the brand aims to achieve; giving its clients the power to inspire.

You! What type of clothes you design for women?
Z. S: We specialize in designing women’s wear that is feminine and aesthetically appealing. 

You! Why do you think women should wear designer clothes?
Z.S: I believe that designer clothes are known for their overall quality, their uniqueness of design, their trendiness and the confidence boost they provide to women who wear them. Designer clothes say a lot about your taste in fashion and your personality. Designer clothes set you apart from the crowd and put the focus on you.

You! What are the difficulties faced by designers in getting their work done?
Z.S: Pakistan’s fashion industry is plagued by a number of different issues. Scarcity of skilled labour and the energy crisis are consistent woes, but in addition to these issues there are challenges related to intellectual property and trade marking - laws which are non-existent with regards to the fashion industry. Every year during the lawn season we see familiar designs being replicated and sold nationwide, a concern which all fashion designers face!

You: What are the high points and low points of being a designer?
Z.S: The high points include showcasing your work at leading fashion platforms and receiving critical and commercial appreciation for your work. The low points include working overtime to meet deadlines, which can be especially stressful during certain times of the year, such as Eid or when the industry’s leading fashion events are held.

You! What are the latest trends in summer?
Z.S: Summers are all about comfort and wearing pretty clothes. This season is about print play, intricate embroideries and simple silhouettes.

You! Do you think there is potential for new designers in our fashion industry?
Z.S: I think there is always potential for new designers in our industry. While the Pakistani fashion industry is increasingly becoming saturated, good fashion will always be in high demand.

You! What are you currently working on?
Z.S: As always, we are working on multiple collections for both Zara Shahjahan and our high street fashion brand COCO by Zara Shahjahan at the same time. At present, we are working on finalizing collections for different Fashion Weeks that we will be participating in.

You! Your favourite international labels?
Z.S: There are so many to choose from! While I can’t name them all, I am particularly fond of Dolce & Gabbana and many more.

You! What are your future plans?
Z.S: After the inauguration of our Karachi outlet and our new E-portal www.ZaraShahjahan.com our immediate focus is to further enhance the accessibility and outreach of our brand. We have ambitious plans for growth and look forward to opening more outlets within the next few years. The ultimate goal that I have for Zara Shahjahan is for it to be a leading international lifestyle brand.

You! What is your philosophy of life?
Z.S: Be true to yourself.