IVY by Zahra Saeed Collection 2014 for Women
Zahra Saeed, a famous Pakistani American embarked on her journey in the field of fashion and design industry. She tried her hand at designing from a studio in New Jersey, USA. Over the next couple of years, the reach of her brand hold within Pakistan, Europe and the Middle East apart from the United States of America.
After make stronger her ground in designing urban, chic, western wear, the designer ventured into Eastern wear, which was more suited for her Pakistani and Middle Eastern clientele as well. “It had been a challenge understanding the market here in Pakistan and India and designing outfits that can be sold,” says Saeed, “I returned back to Pakistan after 12 years to visit and see what the market here was like.”
With her designing production units set up in New Delhi, Zahra Saeed found production in Pakistan to be cheaper. “It took some time to get people here to work the way I wanted them to work and to maintain the standard my brand is used to,” adds the designer.
As the retail boom hit Pakistan, retailers have been entering the market, to not only provide, but also produce affordable fashion. Design houses have partnered up with these conglomerates to enter the prêt–à–porter and high street market. Enem stores have been around in Pakistan for decades and with their new expansion underway, they too have realised the importance of high quality affordable ready to wear line of clothing.
Dress Designer Zahra Saeed is currently sampling fabrics for Nordstorm, USA. She also Introduced her famous collection IVY by Zahra Saeed.