Is Sapphire going to blaze a trail for men's fashion in Pakistan?
The realm of menswear has long been strewn with blingy sherwanis and generic kurtas. It’s what the market wants, after all.
In comes Adnan Malik, traversing the African terrain in safari mode. He’s wearing cargo pants, cotton bush shirts, swanky safari suits and cocks a hat on his head every now and then. As the new face of Sapphire Man, he’s pointing out that perhaps the menswear market could want so much more, should it be available.
This is precisely what Sapphire is planning to do.
Although most labels do manufacture a smattering of menswear, it hardly ever gets highlighted. Womenswear invariably remains the focal point while sartorial design for men gets relegated to just the kurta, staid business shirts or heavily embroidered sherwanis. Now, Sapphire’s hoping to up the ante.
“I think menswear does get ignored quite often and this is why we are planning to make it a mainstream part of Sapphire,” says the brand’s Creative Director, Khadijah Shah. “We’ll be putting out six different collections every year and have taken on board a team of menswear designers.”