Build brands, not a house of cards

Pakistan's fashion revolution has shifted into second gear, evident by the increasing number of designer stores mushrooming all across the cities. Stalwarts like Amir Adnan, HSY, Maheen, Sonya Battla, Deepak Perwani and Karma have enjoyed retail presence for a long time; but now, even designers like Nomi Ansari, Sara Shahid, Saman Arif (Nayna) and Zara Shahjahan who have been eyeing the market skeptically, are throwing caution to the wind.

They have realized that the numbers are getting big and the money game bigger. And now when the industry has decided to shake off the stigma of made-to-order bridals, it's time to dive into the mass market head-on and prepare to invest in inexpensive ready to wear, made available in retail aisles of mass market stores. It's the need of the hour and that should become the order of the day.