Stepping into retail

KARACHI:Wardha Saleem officially launched her much awaited flagship store, located at F-180/1, Park Lane, Block 5, Clifton, Karachi.

The launch marked the first standalone Wardha Saleem Design Studio, offering a complete range of prêt, luxury prêt, formal and bridal ensembles. With prices starting from Rs.3,500, the brand aims to be more accessible to a vast clientele, offering quality products and value for money.

The Wardha Saleem label signifies giving traditions a modern interpretation. Known for fusing indigenous embroidery, vibrant colours and traditional printing techniques with a modern silhouette; creating ensembles that are relevant for the vivacious women of today.

The concept of Wardha Saleem Design Studio is a strong reflection of the brand. The vision is vibrant, eclectic and chic. From hand carved jafris to handmade flying birds, block printed panels and antique cabinets, it's a strong reflection of the designer's aesthetic. Designed by Alavi Designs, the space is set out and layered in terms of the clothing range the brand offers. The space is divided into two separate sections showcasing prêt/luxurypret and formal/bridal range.

The launch event was a well attended affair with the ribbon cutting by none other none Shehnaz Ismail

(the founder and dean of textile & communications at Indus valley school of art and architecture).The launch event which saw models and celebrities dressed-up in Wardha saleem's collection was organized by Production o21 .Media &PR for the event was handled by Takell.The digital media for the event was by Mindmap communications.

Speaking about the launch, designer Wardha Saleem has said, "We are very delighted to launch our first flagship store in Karachi. Now our customers can getthe brand experience in its true setting. Because of the huge interest and appreciation shown by our customers in our bridal range, we have also set up an exclusive Bridal Studio in our flagship store offering customized formals and bridals by appointment. This is the first step towardsthe growth of our brand and we strive to achieve another milestone with an e-store to be launched later this year."

About Wardha Saleem:

A textile/fashion design graduate from the prestigious Indus Valley School of Art & Architecture, WardhaSaleem is in sync with her passion to create and experiment. Teaching for 7 years as a Senior Lecturer of Textile Design and serving 3 years as thesis Advisor at the same college, Wardha Saleem's creations speak volumes of her deep understanding of textile, fashion and local traditions.

Wardha Saleem has shown 8 back-to- back fashion week collections in Pakistan and exclusive collections at the prestigious Maison Moulin de l 'Est in Paris and Alchemy Fashion Festival in London. She is also the CEO of "Fashion Pakistan Council".