After gaining critical acclaim for her television series Teri Meri Kahani and Beti, model turned actor Saheefa Jabbar Khattak is making sure to expand her horizons, and what better way to do so than to turn her love for clothes into her latest venture?
After five long years of logistical issues, Khattak is launching her very own fashion label, Evervanna.
"The idea was to use my personal style and preferences to create a line of clothing with one of a kind designs, accessible to everyone," she exclaimed, revealing her vision for the brand in a conversation with Images.
"I've always been inspired by the designers for whom I model and the unique clothes Pakistani fashion keeps churning out. Evervanna is in part an extension of my experience in Pakistani fashion."
Adding that a huge chunk of encouragement came from the fact that she herself was a fashion curator over the years, Khattak's first line exhibits a new direction for streetwear.
"This collection in part does follow the imagination, creativity and style of my favored international designers," she added.
The first look of Evervanna reveals Saheefa in her own clothes, complemented by her husband Khwaja Khizer Hussain also donning one of her creations.
"Since Khwaja sahab is not an actor or a model, people can relate to him more," she explained, sharing that making clothes for him was difficult because the fittings wouldn't sit on him as seamlessly as they would on a model. "With that challenge, we understood the problems a common man might face when purchasing our clothes."
She also stressed on how the fabric held immense importance for her, which is why she chose Pakistani khaddar, made locally from a village her husband associated with.
"Clothes should be very basic, very minimal - something a modern woman would wear," Khattak exclaimed, expressing how she would be focusing on both, the eastern as well as a western market.
"Honestly, something along the lines of Zara," she said, adding that accessories, shoes, bags, jewellery would all be part of the package. "However, we would never compromise on fabric - we would never make what we ourselves won't wear, so you'll see Khwaja sahab and I in our own creations."
Understanding the plight of working women who fail to find minimal, basic everyday wear; the Bhool actor added that the main goal was fast fashion, but without compromising on quality.
While there is no outlet, Evervanna will be available to order online, with shipping available worldwide.
"Through the years the support, love and encouragement of my fans and followers has kept me going and allowed me to scale new heights and begin new chapters in my life with certainty and confidence," Khattak said.
"Being able to launch Evervanna is a proud moment in this journey, and I'm thrilled to share it with everyone. I hope people take to the label and wear it, own it and find themselves in my clothes!"