The accent is Ayzel
Islamabad’s multi- designer fashion house ‘ Ayzel Maison De Couture’, displays the works of a number of renowned and emerging Pakistani fashion designers. The outlet is managed and owned by four brothers – Muhammad Shujauddin, Zeeshan Fasih, Shoaib Fasih and Saad Fasih.
Relating to the rigours that people experience in exploring a large number of boutiques to fulfill their fashion needs, Shujauddin explains why such a wide variety of brands is displayed in one place, “We wanted to start a place where people could find all the brands under one roof; everything from jewellery and clothes to shoes, bags and accessories.” Ayzel further cuts across competition by offering affordability in all of its products.
Ayzel boasts of having Hassan Sheheryar Yasin ( HSY) who is best known for combining contemporary silhouettes with traditional techniques. The HSY stock, seen at outlets all over the word and in all major cities of Pakistan is now available at Ayzel too.
Aijazz Aslam’s diverse product line including embroidered sherwani, kurta, traditional groom couture and wedding accessories like turbans, shawls and vivid scarves are also a part of the Ayzel collection. Women are equally delighted by Samar Mehdi’s creations, the first designer from Pakistan to launch a maternity line. Another wellknown designer on display is Tabassum Mughal. stuff for Eid. Mahin Hussain presents bold cuts and a vivid wide spectrum of colourful bags. Wasim Noor and Dubai- based Urban Wear offer artful cuts and understated colour palettes.
To further complement its diversity, Ayzel offers semi- precious and gold- plated artificial stones. Rabia J’s formal and casual collection of jewellery is especially notable.
The fashion store is developing into a hub for customers in Islamabad with diverse tastes and various levels of purchasing power. Those running Ayzel are aware of the market needs and are constantly evolving to adapt the store to the latest trends and fashions.
Architect Tabreed Ozgen has done the exquisite layout design of the store, which combines practical use of space with a minimalist interior accentuated by clean and sharp lines. All brands are displayed in a way that it provides welcome breathing space to visitors The custom- made furniture is provided by Living Options
Among emerging brands is Sadaf Sheraz with her formal and casual wear. Sheraz captured attention when she presented some exquisite