Khadijah Shah All Set To Launch Her Own Label “Zaha”
The brains behind Elan and Sapphire, Khadijah Shah is all set to launch her very own fashion label, Zaha.
The acclaimed fashion designer and founder of Elan was the driving force behind one of Pakistan’s most recognized high street fashion brand, “Sapphire” and was working as its creative director until last year that Kamiar Rokni and Mahgul Rashid were appointed in her place. Soon after ending her association with the brand, Khadijah is emerging as its competitor by launching “Zaha.”
Khadijah Shah, the founder and Creative Director of leading luxury brand Élan is now set to launch Zaha; a high street label committed to bringing chic, innovative and quality driven design to fashion savants across Pakistan. Internationally acclaimed for her designs, Khadijah has steadily expanded her label to include award-winning bridal wear, coveted couture, impeccable luxury wear, sold-out seasonal unstitched collections, ready-to-wear pret and leather accessories to name a few. With an eye on international fashion, a solid understanding of the local market and her inimitable aesthetic, Khadijah is geared once again to revolutionize fashion in Pakistan. #Zaha #IAmZaha #ZahaWoman #ZahaUnstitched #HighStreet #Lahore #Karachi #Pakistan #KhadijahShah
The designer is personally involved with the new brand and has said that she holds it very close to her heart, the name itself has special significance to Khadijah as she says, “it’s a combination of the names of my two sons: Zayd Akbar and Hakkan and my newborn daughter’s name is also Taalia Zaha. The word ‘Zaha’ itself stems from Arabic origins and means ‘to blossom’ and I hope to nurture this brand and make it grow. Also, Zaha Hadid was truly a legendary, inspirational woman and this is my way of paying homage to her strength.”
Khadijah aims to target the masses with her new brand and will be bringing her distinct aesthetic to the table with the brand’s unique prints and styles. Speaking about what Zaha will introduce to the market, she said, “The label will focus primarily on casuals,” and further added, “I’ve been observing the high-street and while some people may be doing good work, I feel that by and large, there is a dearth of design. There is a huge gap between exclusive luxury brands and what’s available in the mass market. Retail brands have become so focused on churning out mass quantities and price wars that design does not get prioritised. The clothes are forgettable and have nothing unique to offer. I am a big fan of print and with Zaha, I have created prints that are quirky, vibrant and fun. It’s everyday clothing, but with a distinctive signature.”
The first collection of Zaha will be hitting the market next month and will consist of one and two-piece unstitched outfits. The price for the 50 designs being launched will be ranging from 1800 onward and will available in stores and online.