EID REVIEW 2
Ramazan and Eid is ideally about generosity and philanthropy so who better to step into the Sania Maskatiya 2013 Eid Collection than social icon Ronak Lakhani, who has a deep rooted commitment to the Special Olympics amongst other causes.
Sania’s collections (especially her Eid collections) are always worth looking out for; I do remember her ode to Turkish Islamic Art last year. The Lokum collection was an absolute winner and I have no doubt that Irtiqa, this Eid, will be just as impressive. I haven’t seen the entire collection yet but I do know that it’s available at all three Sania Maskatiya stores as we speak. Irtiqa, which means Evolution in Urdu, is set in sub-continental motifs paired with geometrics. The colour palette does seem a lot like Sania’s last fashion week collection so it could be referred to as a continuation. Or simply an evolution!
“Ronak Lakhani has been used as the face of “Irtiqa” because Ronak represents the ethos of the brand,” Sania shares. “We are thrilled to have the elegant, smart, philanthropic, glamorous style extraordinaire, Ronak Lakhani representing our label. Her deep commitment to Special Olympics is not only exemplary but is paving way to help change mindsets and misconceptions in the society.”
As always, Sania has divided the collection into different ranges, the premium will include ready to wear chiffons, silks and cotton nets (starting price 15,500) while there will be a wide range of cottons and digitally printed lawn (starting price 6500) as well. It will be hot over Eid and I do think it’s great to have a cotton range for women who feel slightly hotter than others!
Sania has been consistent in her collections, showings and even business ventures. She’s opened two stores in the last one year and all the mutli-label retailers will vouch for the fact that her business model paired with her design aesthetic is a winning combination.
Now, for all these achievements, you would have thought the Lux Style Awards jury of voters would have won her the Best Pret Designer Award for 2012. As much as I love Body Focus Museum, I do think Sania deserved to win this one.
“Well, for us taking out successful collections and getting recognition for them from our clients, critics and fashionistas generally is the most sought after reward,” Umair Tabani very graciously and diplomatically responded to my query. “We always are mindful about the needs of the market and successfully catering to their demands is an achievement.”
Of course it is. And I personally believe that the biggest achievement is to manage the creative and commercial balance, one collection after the other, over and over again. For all that she’s doing for the business and Irtiqa of fashion in Pakistan, she’s a winner through and through!