By Yasin Ansari

One of the premier fashion designer trade names in Pakistan, Sana Safinaz inducted one more grand shop under its flagship in Lahore-the cultural capital of the country. The retail outlet is fourteenth in number and the largest stand-alone space ever created by the brand.

Located in the up-market of DHA, Phase III, Lahore, the grand shop aims to offer its coveted prêt and luxury prêt lines, unstitched fabric and accessories range to style enthusiasts.

The opening of the brand’s largest outlet went on with a bang. In a colorful launching ceremony a large number of friends, brand patrons, fashion geeks, showbiz notables, renowned socializers, young maverick entrepreneurs and paparazzi gathered under one roof to celebrate and support the team Sana Safinaz.

The finale of the show was the enthralling performance of none other than Zoe Viccaji, the long-term brand patron and the heartthrob of thousands of Pakistani music maniac boys and girls.

“We are delighted to launch our largest outlet to date in Lahore, where our brand has always been met with much appreciation. This new store is in fact a result of popular demand for more brand accessibility in the burgeoning DHA (Lahore) and ensures that our fashion is now available to a wider diversity of people, thereby enabling us as a major retail force, to create and reach out to a wider demographic”, said Safinaz Muneer, Creative Design Head of Sana Safinaz, on the occasion.

Established in 1989, Sana Safinaz, founded by Sana Hashwani and Safinaz Muneer, is a multiple award winning lifestyle brand and one of the most prestigious and diversified trademarks in Pakistan.

Sana Safinaz’s design philosophy is to always be current with international fashion trends and to have a finger on the pulse of evolving aesthetics be it with their lawns, prêt, bridals or accessories. Their fashion forwardness in cuts, colour and use of fabric makes them a pioneer in the industry.

Sana Safinaz’s lifestyle umbrella also spans to include a separate furniture and home interiors division which also provides clients with superior interior design services. A state of the art furniture showroom opened its doors to Sana Safinaz’s discerning clientele in 2000 in Karachi.