FA S H I O N T R E N D S
market while remaining relevant to locals.
4.Daaman:
With a minimalist aesthetic and interesting silhouettes,
Daaman’s range is a cut above standard high street
prêt. It’s a refreshing change from the prints and embroidery favoured by other brands, and the look is chic
and modern.
5. Sana Safinaz:
Sana Safinaz entered the prêt market with a bang in
2013 but saw a little dip as customers tired of the print
with embroidery look. Their latest collections have upped
the variety factor and the brand has been boosted by the
introduction of their new Basics range. With Basics kurtas retailing at between Rs2,490 to Rs2,990, the range
has been a major daywear hit.
6. Working Woman
The newly re-launched Working Woman brand has al-
ways been known for its classic understated look. The
brand's signature look features single colour shirts with
elegant detailing but Working Woman has also introduced a print range and an evening wear range. Both
are typically understated – perfect for the woman who
wants variety without gaudiness.
7. Coco by Zara Shahjahan
Zara Shahjahan’s Coco brand is both reasonably priced
and creative. Her quirky prints have an unmistakable
charm and the outfits have a fun, boho vibe. Coco is
doubly attractive because it has the Zara Shahjahan signature without the designer price tag.
8. Sania Maskatiya
Sania Maskatiya’s lawn for Al-Karam is one of this year’s
major hits but her signature cotton prêt range at her own
store is also brilliant. Noticeably different to her lawn,
33 | BOOM