Images: IVY LAUNCH

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The name IVY is derived from the five pointed ivy leaf, to signify the five design partners of the brand. The forerunner to Ivy was SRS which was formed with three designers; Shazia Ammar, A Riffat Kazi & Sehr Asher. Nazia Atif and Sadia Jawaad are the new entrants to the design team that make up Ivy. SRS operated out of their home for the last five years and after having built up a loyal cult-like following, have now taken it to the next level by launching a flagship outlet on MM Alam Road, right next to Sania Maskatiya and an outlet at the new Al Fatah Department Store for just their pret line.

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