Pakistani Designer Brand Enters Indian Market

New Delhi
Pakistani Designer Brand Enters Indian Market

An over two decade old Pakistani women's clothing brand Sana Safinaz has brought to the Indian market latest fashion for women from across the border by tying up with domestic fabric retailer OCM.

Presenting semi-stitched products for Indian women, the popular brand will showcase their 2015 silk collection comprising of six designs in two diverse colour variations.

"We are delighted to partner with OCM as our exclusive distributor, partner and marketer in India – we will now have an authorised entity in India, a respected and credible institution that will interface with the trade and customers in India offering them a better buying experience and the assurance of buying genuine Sana Safinaz products," Altaf Hashwani, CEO, Sana Safinaz said.

One hundred per cent pure silk and satin shirt designs are paired with fine silk and chiffon dupattas and cotton salwar. The color palette offers an array of bright and dramatic hues and vibrant tones.

"Tasteful embellishment and embroidery complete each design with the main emphasis on bringing out the beauty of the print and the vibrancy of the fabric. Geometric and ikkat stylised ethnic patterns, floral motifs, trellis style embroidery and jacquard prints are harmonised to create a chic, elegant and timeless aesthetic," Hashwani said.

The partnership which kick-started on September 14 would be available in select stores across India for the upcoming festive season and the packaging would bear the OCM Women's Exclusive logo to lend assurance of authenticity to the purchaser.

"We see exceptionally high compatibility with Sana Safinaz of Pakistan to meet this need of the modern Indian woman.There is curiosity and interest in India for fashion trends from across the world. Designs and apparels from Sana Safinaz are sure to hold a lot of appeal among Indian women," Nitin Jain CEO, OCM India said.

Founded in 1989 by designer duo, Sana Hashwani and Safinaz Muneer, Sana Safinaz is known for affordable luxury, which include pret-a-porter, diffusion, bridal couture and accessories.

Shedding light on the fact that Indian and Pakistani styles are not very different, the clothing brand has not changed its line much to suit the requirement of the modern Indian women.

"We have always seen immense interest among Indians vis-a -vis Pakistani couture, at exhibitions and exchange programs. Moreover, the basic Indian and Pakistani dressing styles are actually common and comprise of different plays on tunics and trousers," Hashwani said.

Both the collaborators believe that the designs will find much appeal with the festive season just round the corner beginning with Eid, Dussehra, Diwali and the wedding season.

"The frontline fashion collections to follow would be the winter collection and the next year would see muslin collection, the spring/summer lawn collection, Eid collection, silk collection and finally, the winter collection 2016," Jain said.

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