Renowned retail brand, Sapphire is all set to launch its latest Spring’18 Vol.1 unstitched and prêt-à–porter lines with Mahgul Rashid as its creative director and Mahira Khan as the brand’s new ambassador. Selecting the internationally acclaimed actor, celebrity, mother, working woman, daughter and icon is part of Sapphire’s extended approach to speak more to the diversity that exists amongst Pakistan’s multi dimensional and multi faceted women. Mahira Khan is the perfect embodiment of that diverse profile of consumers.
Mahira’s accomplishments in Pakistan’s television, film and fashion industries combined with her humility, hard work and sheer talent make her an iconic figure for women everywhere in Pakistan and makes her the perfect representation of the Sapphire woman of today.
“Sapphire is a household name and a brand that represents beautiful values other than great high street fashion. But what really set the brand apart for me was their acknowledgement and appreciation of the diversity amongst the women in this country, and their commitment to address this diversity in their designs and products. I am thrilled to be part of the Sapphire family and excited to represent a collection that offers something for everyone,” said Mahira Khan.
The Spring’18 collection takes inspiration from a multitude of themes and concepts merging a broader range of colors and patterns to offer more variety. Speaking about the new collection, and Mahira Khan, the Creative Director of Sapphire, Mahgul Rashid stated: “I am forever drawn by the challenge and possibility of finding that space and harmony between a nuanced fashion aesthetic and a woman’s staple wardrobe and their expectations from a high street brand. By pushing all boundaries and expanding the realm of our inspiration, we have created a plethora of designs uniquely drawn up to be both fashion forward and wearable for every woman. For us, Mahira Khan resonates beautifully with the of the values of what it is we want to put out there: mindful work, for all women.”
The new collection with Mahira Khan was captured by globally esteemed photographer Tom Parker in Pakistan – photographer for Vogue, Architectural Digest and Conde Naste Traveler. Parker commented: “Sapphire has a new vision not only for their brand but also for high-street fashion in Pakistan. With this new approach to design and their renewed commitment to the Pakistani woman, they are creating something quite spectacular. Instead of travelling out of Pakistan to shoot this campaign, it was a privilege for me to travel to this country and to be able to shoot their new work in some of Lahore’s most iconic historic locations and with a contemporary icon herself.”
Sapphire Spring Vol.1 will be available on 23rd February 2018 in stores and online nationwide.