I say this is lieu of Ramzan transmissions in Pakistan, morning shows, evangelists on crack and the entire mess that begins with undignified preaching and ends with giving away babies on TV sets: “We could all do with a little Sublime this season!”
Over to fashion.
The thing about experience is that when you’ve been around long enough, you develop very concrete and confident opinions about brands that you can respect and appreciate and brands that you cannot. And Sublime by Sara Shahid is most definitely one brand that has earned a very deep-rooted respect over the years. Why? The Sublime aesthetic is unique to Sara and it has always been on the mark. Primarily a pret label, Sara manages to bring a very European simplicity and dignity to fashion. If Hajra Hayat is the Amir Liaqat show of fashion, then Sara – I would say – is BBC. Clean lines, well defined aesthetic and like I said, a dignity that is tough to find in this commercial rat race that we see everyday.
The Sublime Eid collection toes the same line. I haven’t seen the collection up close but I do have the catalogue for review and as I said, fifteen years in the field help you determine opinions a little easily. Instead of bringing out a thematic Eid collection, Sara has stuck to the classic, designing cotton, chiffons and silk with traditional embroideries. My favourite is the classic black and white short tunic. It is simply Sublime!
The collection will be available by the 29th of July at the Sublime Studio and at The PFDC Boulevard in Lahore but here’s the problem: Karachi is still not confirmed. Having retailed in and out of Karachi inconsistently, Sara has not been able to make inroads into the Karachi market.
“I am not physically able to give the commitment required for a standalone store in Karachi,” she spoke to me in China, while vacationing in Geneva, that’s what I call technology! “I understand well that Karachi is a great market for Sublime which is why I feel it is all the more important for me to take the step with full focus and commitment. I can’t do things until I am not fully satisfied that I will be able to do it right.”
Meanwhile, the seven year old Sublime flagship store on MM Alam Road Lahore, she says, is her signature store. It carries all the brand’s labels, including Simply Sublime, Sublime Divine and the newest line, Sublime Sparkles for young girls.
Note: I now have an inbox full of Eid collections, which mostly look good, so I will try and upload and review one at a time to do them full justice!