Coco, one of Pakistan’s fastest growing high street fashion brands, is set to make its runway debut at PFDC Sunsilk Fashion Week’s high street platform, on April 29, 2013. Coco is the brainchild of leading fashion designer Zara Shahjahan, who is currently the Creative Head and Chief Executive Officer at the brand. Indeed, her core philosophy behind launching the mass-premium retail brand was the democratization of luxury.
The casual wear brand ensures the availability of fashion in the range of PKR 1,800 to PKR 5,000 at locations such as all Al-Fatah and METRO in Lahore and Islamabad.
Also, Coco is launching its flagship store in Mall 94 on Main Boulevard, Gulberg in May 2013. For their PFDC Sunsilk Fashion Week showcase, the brand reveals a womenswear collection with twenty diverse designs based in Arabic Lawn and cotton, for the summer. Inspired by Asian floral patterns, Coco presents intricate thread embroideries within an androgynous collection incorporating menswear cuts into womenswear such as cuffs, collars, belts and pockets. Colour blocking, trendy cuts and a summery colour palette with a predominately white base will dominate the collection.
Speaking about Coco’s show at PFDC Sunsilk Fashion Week, Creative Head Zara Shahjahan said: “Coco’s brand philosophy is to provide local/international catwalk trends to everyone. Our team has felt a great need to give a feeling of inclusiveness to the women of Pakistan who are unwilling or unable to indulge in luxury brand clothing. What better place to showcase this than at PSFW’s high street showcase! We are particularly excited that our flagship store in Lahore opens almost immediately after fashion week so whatever is seen on the ramp, will go straight into stores, right after – for a high street brand, the accessibility to fashion is very important and at Coco, we are glad to be able to honour this.”
Coco is the brainchild of leading fashion designer Zara Shahjahan, who is the Creative Head and Chief Executive Officer of the label. Her core philosophy behind launching the mass-premium retail brand ‘Coco’ was the democratization of luxury, drawing inspiration from a three-point strategy of high-end apparel and great quality and prices.
Indeed the casual wear brand prides itself on ensuring a diversity of options for their clientele, in design and price, making it widely accessible for more women to find the perfect outfit. From a design perspective, the team at Coco strives to constantly infuse innovation in its designs to remain at par with local and international trends.
The casual wear brand ensures that high fashion is available at modest prices that range from PKR 1,800 to PKR 5,000 at easily accessible locations and Coco’s designs are available from extra small to extra-large sizes. Further, the brand releases five new designs each week that diversify the selection available. Moreover, designs are spread sparingly over a multitude of different retail partners and stores to avoid making any single design too common.
Coco is currently stocking at both Al-Fatah Stores in Lahore, METRO in Lahore and Islamabad, PFDC High-Street in Mall 1, Main Boulevard, Gulberg in Lahore and at the upscale multi-brand store Mélange in Islamabad. It is also opening store-within-stores at Faisalabad and Islamabad Al-Fatah soon.
Coco has also made a major foray into India and with the help of PFDC The Boulevard in New Delhi, the brand has received widespread recognition.
Most importantly, Coco is launching its flagship store in Mall 94, Fashion Avenue, Main Boulevard, Gulberg, in the first week of May 2013.