PFDC-Does it again!

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By: Rubia Moghees

Three cheers to PFDC for yet again coming up with a ready made solution to all the tribulations ladies have to face while shopping; a one stop shop encompassing brands that we all drool over are under this new avenue. The PFDC High-Street is presumably the first multi brand store for high street retails brands in Pakistan and has just opened doors at Mall 1 which is presently the hot seat for Lahore’s fashionista. Nothing works better for a shopper than this new retail venture that gives High Street fashion retailers the opportunity to use PFDC as a show window allowing them to showcase the very best of their collections. The enthusiasm shown by designers seemed evident at the opening as most of them came to show their support for all those who were stocking there. ‘High-Street is all about affordable fashion; it’s about prêt in true sense of the word,’ said a very enthusiastic Maria B who also plans to stock at PFDC High-Street. She believes that the trend of one stop shop will catch on with time as this brand is only about volume and affordability.

Available at PFDC Lahore, CollagingColors embeds Mariyah’s trademark of exuberance in design with the richness of pure leather into affordable and statement pieces bags. Mariyah is a textile design graduate from NCA and has been working with textile giants like Nishat and ChenOne group. ‘My collection is the only fashion label in country that is offering exclusively printed bags in leather. The brand is meant only for the confident, trendy, bold, style savvy and spirited ladies who are capable of making their own style statement.’ ‘Collage has been my signature technique which I have used to develop designs and artwork keeping print as my forte,’ she said. Mariyah is quite aware of the fact PFDC has a proven track record of representing and promoting Pakistan at domestic and International levels and she considers herself lucky to have received an offer to stock at High-Street. ‘Since I have not been stocking anywhere in Lahore so this launch is also CollagingColors official inception at PFDC.’

High street fashion mainly refers to casual and reasonable fashion that everyone can easily adopt. Most of the labels showing here had a casualness yet trendy feel around them. The short shirts with shalwars by MK Nation (MK aka Maheen Kardar) stood out for their lively appeal. Since fashion keeps on evolving so we can all look forward to the comeback of shalwars and short shirts in the coming months. Sara Shahid’s Simply Sublime is another reason to visit Mall 1.

‘PFDC High Street fashion store is a natural transition and was necessary in keeping with the market trends,’ Sara said while airing her views on the facilitation of the designers and customers by PFDC for this new venture. ‘As we were already catering to a higher end market so the need for affordable fashion all under the range of 10,000 Rupees makes designer wear a lot more approachable for the mass market,’ Sara explained. Most of the designers according to her are working on their diffusion line and High Street concept brings the best of all brands under a certain price point.

Freeha Baqar, Hub, Kayseria Pret, Resham Ghar, Sehar Ali, So Kamal, Stoneage, Tela Vaquera by Ayesha Naveed and Threads and Motifs are other brands stocking at PFDC Mall 1 which makes it into an exciting location-A one stop shopper’s paradise is a match made in heaven.

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