The ac­cent is Ayzel

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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

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