Umaima Mustafa launches chic store – Debut designer shows she’s serious about fashion

The StoreAn elegant symphony in cream and natural stone, offset by distressed vintage furniture. The interiors are as stylish as the clothes.

The store - Umaima Mustafa Store Karachi - Pakistani fashion designer launches chic retail outlet
Umaima Mustafa’s chic new store

The designer

The talented young Umaima Mustafa, daughter of veteran designer Faranaz Mustafa. She studied law but her passion is design and she’s opted to follow her fashion dream.

Umaima Mustafa at her store in Karachi - Pakistani fashion designer launches chic retail outlet
Umaima Mustafa

Her debut

An eye-catching presentation at the Trade & Development Authority fashion show showed real flair. Umaima held her own in a show that featured industry icons such as Sana Safinaz and Deepak Perwani. Her collection needed editing and depth but her detailing and distinct style turned heads.

Umaima Mustafa's TDAP show
This patchwork jacket has lovely detailing
Umaima Mustafa's TDAP fashion show
This cream on cream piece is exquisitely worked

Her style

Distinctive yet understated. Subtle beadwork, tasteful gold hardware and elegant embroidery on a variety of western and fusion wear. Her mother may excel at Eastern wear but Umaima’s label is decidedly unconventional.

Umaima Mustafa Store Karachi - Pakistani fashion designer launches chic retail outlet
Jumpsuits are individually tailored to clients’ sizes
Umaima Mustafa Store Karachi - Pakistani fashion designer launches chic retail outlet
Muted neutrals and a popping sea-green dominate this collection

What’s in store

Look for tunics, jumpsuits, dresses, jackets and capes. Young, trendy styles rub shoulders with refined, sophisticated outfits. The store has a limited production cycle for each style to maintain exclusivity.

Umaima Mustafa Store Karachi - Pakistani fashion designer launches chic retail outlet
Elegant and understated – Umaima’s store echoes her design philosophy

Price point

The pret is priced from Rs3,500 to Rs35,000. The couture is available by appointment only, prices on request.

Couture at Umaima Mustafa Store Karachi - Pakistani fashion designer launches chic retail outlet
The couture section includes Umaima’s TDAP collection
Couture at Umaima Mustafa Store Karachi - Pakistani fashion designer launches chic retail outlet
Beaded couture jackets

Timings

Tuesdays and Thursdays 2 – 4 pm
2 hours twice a week is not much for a retail outlet but it makes sense for a very new designer who’s still finding her feet and who’s serious about quality control.

Umaima Mustafa Store Karachi - Pakistani fashion designer launches chic retail outlet
Bohemian chic by Umaima
Umaima Mustafa Store Karachi - Pakistani fashion designer launches chic retail outlet
A trendy twist on digital prints

The launch

A Who’s Who of Karachi with socialites and press from all over town. The event was managed by Umaima’s sister Sadiqa Awab and was a lavish affair with gorgeous piles of pink roses (Umaima’s logo). Nibbles included French macarons, Vietnamese rice paper rolls and mini profiteroles. It’s hard to believe that Sadiqa is actually an amateur event planner, so far only managing events for friends and family.

The stunning launch event was managed by Umiama’s sister Sadiqa Awab


What’s special about the store

A label worth owning

Apart from being one of the few designers to focus solely on western and fusion wear, Umaima is offering pret that’s essentially made-to-measure. Items where fit matters, such as jumpsuits, are free size on the rack but will be individually tailored to each client. She will be restocking weekly and introducing new styles every couple of weeks. Add Umaima’s unique sense of style and you have a store worth a regular look-in.

Umaima Mustafa Store Karachi - Pakistani fashion designer launches chic retail outlet
The charming interior of Umaima Mustafa’s store
Copyright 2015 Karachista. All rights reserved
Salima Feerasta
Salima Feerastahttps://karachista.com
Salima Feerasta is chief editor of Karachista.com and one of Pakistan's top fashion and lifestyle journalists.

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