A store that's jewellery will 'set it apart' -Pakistan Press Foundation (PPF)

Paksitan Press Foundtion

A store that’s jewellery will ‘set it apart’

By: Vaqas Asghar

ISLAMABAD: The city’s growing list of multi-label fashion outlets got a new addition on Thursday as folk-singing legend Abida Parveen’s AP Gallerie opened its doors in F-10.

Featuring clothes by Cayma Emran, Taufiq Hussain, Asim Jofa, Rani Emaan, Nadya Mistry, Ahmad Bilal, Mashaal Moazzam, BB Shireenay, Pret-a-Porter, Vada by Abida Lodhi, Zahabiya, Shazak Malik, Syeda Minahil, Vasim Asghar, Sewa Lucknow and AP Colors, the stylish outlet serves as a one-stop shop for haute couture.

But that is not all. There is jewellery by Prima Gold and by Parveen’s daughter, Pereha Ikram, under the AP label. There is also artwork, and a collection of Parveen’s music. Ikram and her sister, Marium Hussain, will be running the store for their mother.

As an added convenience, the store is much closer to potential customers west of Fatima Jinnah Park, than most of the other multi-designer stores carrying similar labels.

Maheen Adhami, a guest at the launch, was impressed by the range of clothing, noting that clothes by a number of good designers from India and Pakistan were available at the store.

Among the famous faces at the store were singer-actor Atif Aslam, model Natasha Hussain, TV actress Laila Zuberi, PM’s adviser Shahnaz Wazir Ali, and Speaker of the House Fehmida Mirza.

Speaking to The Express Tribune on what makes AP Gallerie stand out from the competition, Pereha Ikram said that Islamabad is a growing city with a few branded stores, but the AP jewellery line, which is Thai-manufactured and competitive with products on the international market, will set it apart. She also said that their focus is on quality clothing that is sellable.


The Express Tribune