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Asim Jofa Dress Design Eid Indulgence, Lawn Collection for Eid by Asim Jofa

Design­er opens up his aboriginal coutur­e and conjugal abrasion studio.

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The assignment done on the dresses mirrors Jofa’s adulation for jewellery designing. PHOTO: PUBLICITY

KARACHI: Designer Asim Jofa, acclaimed for his astonishing announcement campaigns, opened the doors to his aboriginal couture and conjugal abrasion flat abutting to Ocean Mall in flush Clifton, aftermost week. The flat reflects Jofa’s aesthetics that women should be indulgent, in that the accumulating offers conjugal and academic abrasion starting at a few hundred thousand rupees each.

The abundant assignment done on the dresses mirrors Jofa’s adulation for jewellery designing, which he does as he strikes a antithesis amid accomplishing conjugal and backyard suits. General Manager for Asim Jofa Design Studio, Uzma Jehangir, said, “Asim Jofa takes afflatus from jewellery designs and his aesthetics shines through them. It is, afterwards all, his aboriginal love.”

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The flat amplitude has a best feel to it, with shades of blah and brownish accents. The racks are placed beneath spotlights.  Overall, the flat is dimly lit. “This is our actual aboriginal ready-to-wear conjugal flat in the city,” added Jehangir. The bridals displayed on the racks alpha from Rs300,000. “Lawn is for the masses, appropriately we banal it at retail stores,” says Jehangir. “Over the years that Asim Jofa has been designing, we did not highlight his bridals and couture before; mostly bodies do not alike apperceive about it. But now, we will be operating our bridals and prêt abrasion from this store.”

The assignment done on the dresses mirrors Jofa’s adulation for jewellery designing. PHOTO: PUBLICITY

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Encouraging women to bead by at the store, Jehangir said, “It’s exclusive, feminine and classy. The clothes displayed are acceptable for every woman in town.”

The adornment is centered on kora and dabka work, which is done on a ambit of fabrics – from charmeuse cottony to chiffon. The pieces are heavily bizarre with Jofa’s signature diamond-cut work, done with gold wire. His prêt abrasion appearance aphotic colours, including grey, blue, maroon, yellow, red and orange. The store’s additional point is that it retails three-piece apparel alone – with some pieces commutual with agenda book dupattas. The abundance additionally appearance his jewellery collection.

Speaking about the amount range, amusing media and communications specialist for Asim Jofa Sarah Manzar, said, “People are actual blessed about the studio. Some absolved in cerebration that we are stocking our backyard accumulating here, but we are accouterment to the high-end bazaar through this place. While some bodies accept placed orders, others accept aloof best prêt abrasion off the racks.”

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Manzar added that the cast stocks its clothes in assorted countries beyond the apple including UK, USA, Canada, Dubai, Bahrain, Bangladesh and India. “We accept a able attendance on Facebook and accept garnered 800,000 admirers worldwide,” she said.

Published in The Express Tribune, July 19th, 2013.

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