Pakistani fashion chain launches working women range

August 1st, 2011 - 12:44 pm ICT by IANS  

Islamabad, Aug 1 (IANS) A leading fashion chain in Pakistan has come up with a new range of designs for women professionals, which has been termed a “long, overdue breath of fresh air for millions of dynamic women”.

Leisure Club, a fashion chain in Lahore, launched “The Working Woman” that offers both eastern and western ready-to-wear dresses with complimentary accessories like scarves, shoes and bags, the Daily Times reported.

The western wear includes a line of business suits and jackets. The new range has been designed and made to work keeping in mind the women who wear them “without compromising on aesthetics, fashion, comfort or practicality”.

Omer Chaudhry, an official with the fashion chain, said: “So far no one has been catering specifically to the needs of working women, despite the growing influx of women in the work field.”

“Women have to go for sub-optimal clothing options for work and this is where we come in. The working woman is offered simple, elegant and sensible clothing which would make multi-tasking for women much easier,” he said.

Chaudhry said the designs, cuts, colours and size have all been refined through “extensive research” on the needs of Pakistani women.

About the research, he said: “Women across multiple work sectors were surveyed to ensure that the products meet their functional, cultural, and work-specific requirements.”

A photo shoot of the clothing range focusses on real-life Pakistani women from different work fields, rather than professional models. They include housewives, doctors, NGO workers, lawyers, artists, architects and photographers.

When asked why housewives were included among working women, Chaudhry said: “We like to call housewives home engineers. Home engineering is a full-time job and a distinct field of expertise altogether.”

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