This is the season of mega mergers: Adnan Pardesy for Working Woman, Maheen Karim and Bonanza (much more on that later) and today, Labels e store and Hum TV. This merger, certainly another game changer for fashion, turns the Labels eStore into www.style360labels.com thus giving HUM TV viewers all over the world immediate access to Pakistani fashion brands available on the e Store.
This may seem like a small step to some but the collaboration between fashion and television is one of the strongest in the world. Manolo Blahnik found a rise in the shoe’s popularity when Sex and the City star Carrie Bradshaw started splurging her pay check on the high heeled sandals. In Pakistan TeeJays, back in the 70s, designed wardrobes for numerous drama serials and that gave his brand a piggy back that no campaign could have done. We all remember wearing Marina Khan outfits in the 80s, designs inspired by Tanhaiyyan.
Though fashion designers have been grasping at odds for a very long time, one feels that with the rise of fashion weeks and business initiatives like multi label boutiques (all over the country) fashion is getting a much needed hand of encouragement. Zahir Rahimtoola, at today’s event, noted that two HUM TV serials – Sherezaat and Humsafar – both starring Mahira Khan who wore Sania Maskatiya and Feeha Jamshed respectively made these two designers the most sought out on the Labels e store. The wardrobe designed for Sherezaat especially was a complete sell out as it was simultaneously available on the website.