یو بینک ہوم لون - گورنمنٹ مارک اپ سبسڈی اسکیم

LAHORE: 

Fashion in Pakistan works in congruence with fashion shows, with the feverish media and campaigns generating hype. While some designers enjoy the spotlight, there are those who wish to maintain exclusivity and continue to work quietly towards their craft. One such designer is Naila Tarar who has been designing bridal and trousseau lines on and off for a select clientele in Lahore for the past two decades. She has recently forayed into the commercial with a shoot with model Laila Ali Khan, which boasts old-world charm and beauty.

It is worth mentioning that bridals and trousseau wear cannot be called ‘fashionable’ or ‘trendy’ in the traditional sense. They can be monotonous, repetitive and generally aim to revive rather than innovate. That being said, the revival of old craft and traditions of the region together with contemporary cuts is the ultimate recipe for success, at least in the local context. It is the formula that Pakistan’s quintessential and successful revivalists have been following – from the traditionalists like Bunto Kazmi to The House of Kamiar Rokni. Besides the lines that are being churned out in the name of commerce, Pakistani bridals are an art form and exquisite ‘fashion’ native to this area.