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Zuria dor

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Contemporary brand Zuria Dor has been co-founded by two savvy sisters, Madiha and Kinza Latif. Armed with degrees in product design engineering and aerospace engineering, they are not your run of the mill fashion designers. All of their products are available on their website and fit beautifully without any fittings needed. Their factory too is a sight to behold, a spotless sanctuary behind the Lahore Alhamra with peacocks basking in the sunlight.

To keep in tune with the global trend for sustainable fashion, the Latifs work largely with ethically sourced natural fabrics, and prioritises the welfare of their employees. Madiha and Kinza sit down with Sana Zehra and tell her about their design ethos

What is the biggest fashion mistake women make?

Following trends blindly regardless of whether it suits them. Faux pas!

What is your design aesthetic?

Trendy and elegant

How would you describe your brand?

Mover and shaker

If Zuria Dor could have any celebrity spokes model who would it be?

Michelle Obama or Blake Lively—it would be a tough choice between these fine women.

Favourite place to find budget buys?

Net-A-Porter sales

Favourite place to shop in Lahore and why?

Khaadi

If you’d choose to give any celebrity a makeover who would it be and why?

No comment. Being diplomatic here.

What are the must-haves a woman must have in her closet at all times?

Velvet hangers

Favourite all time designer?

Ralph & Russo

If one is really stuck and you don’t know what to wear, what would you suggest?

Crisp white top and a pair of jeans with a nice belt.

Item worth splurging on?

Perfume

What helps you get in the zone when you are designing?

Music!

Any suggestions for older ladies?

Pick up tips from the younger crowd, they can show you the light.

How do you come up with your designs?

A bit of head banging.

Favourite vacation spot?

Don’t have favourites, but South East Asia, Africa and Europe have pretty fine spots. What matters greatly also is who you are with.

Any fashion related message?

Pakistan needs to use fashion as a soft tool abroad to sell its progressive image.

What are the key trends for bridal and wedding wear for the upcoming season?

Long shirts with lenghas. Unfortunately, the market does not leave much choice for experimentation. In terms of colour, we are going to see more lilac this season.

What are classic silhouettes that flatter every woman?

There is no silhouette that applies to every woman as each individual’s body size and shape is different.

What trends would you like to see die?

Tulip shalwar

What trends would you like to see more women experiment with this season?

Trendier looks

What do you hope to see more of from designers in bridal and wedding wear this season?

Cuts

What does GT mean to you?

Global trends

“Pakistan needs to use fashion as a soft tool abroad to sell its progressive image”

—Madiha Latif

Key trends in wedding wear:

l Long shirts with lehngas

l Lilac

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