Dawn Images

ISLAMABAD: Labels Islamabad hosted a soft opening of the store which shifted from a spacious house to the second floor of a commercial plaza in F-7.

Though inconvenient parking, typical of shopping plazas, and an unassuming entrance into the building makes it an unlikely first choice for a high end fashion outlet, the crackdown on commercial outlets in residential areas has seen smaller markets and empty markaz spaces blossom.

The new Labels Islamabad outlet is no different. Decidedly less commodious than its previous location, the single floor set up houses fewer designers.

There are, however, more than 20 different labels in the store.

Three design houses - Nickie n Nina, Fahad Hussayn and Hisham Malik – have set up studios while the rest have purchased rack space.

The diverse collection includes Arora’s and Jamdaani’s modern tops and bolero jackets and heavily embroidered wedding wear from the studios.

A shopper, Ayesha Amin, said: “I don’t mind coming to the markaz to browse as long as there is enough variety of designers and quality outfits to look at.”

Some designers had produced winter clothing with Islamabad weather in mind using velvets and heavy silks while others, particularly some Karachi based designers, had displayed outfits in laces and chiffon – which are unlikely choices for winter.

With the wedding season in full swing, women were browsing not only for outfits to wear but also for a couturier they could place orders with.

Another shopper, Mahrukh Jabeen said: “I have to place an order for my own bridal dress and I am looking at the designs and price ranges of different designers. I will be coming back to discuss options with the studio staff.”

Not everyone was thrilled with the cuts and colours though as Asma Aqeel, who was browsing the clothes’ racks said:

“These clothes are not appropriate for older women. I can see my teenage daughter wearing them but I would look strange in them.”

The store boasts a balanced mix of designer labels from Karachi, Lahore and Islamabad, covering a variety of price ranges and diverse tastes.

Published in Dawn, January 16th, 2016