Lala Textiles is Pakistan’s leading clothing brand being ranked at a good position in the textile industry since its establishment back in 1947 has choosing the busiest day of the week to inaugurate their first flagship store in 66 years and bringing in stars of the moment.

With hardly any room to put one foot in front of the other, it was an overcrowded, albeit cheerful occasion. Proof of an event’s success lies in the hype it manages to create and Bachaana stars Sanam and Mohib ensured that the buzz stayed around Lala’s new store. It is smart collaborations like this that put Lala Textiles on the map long before they opened their first on-ground store.

This store to provide concrete access to a brand that women should find no trouble warming up to. Other than the usual three-piece joras that textile brands have now adapted as ‘wardrobe basics’ there is a very wearable range of simple, utilitarian tunics that cost under-2000 rupees each.

In Pakistan’s burgeoning ready to wear market, this is a welcome addition that may not be pushing fashion forward just as yet but surely does have the potential.

Sixty six years old in the business, Lala Textiles was successfully introduced to the fashion industry when it participated in fashion weeks while hosting several smart and well-attended luncheons during the biannual trade event. In an industry where image is key, the textile brand managed to make a sophisticated impression through intelligent networking, aesthetic branding and of course, by putting out decent shows.

Its design value was enhanced by the introduction of Lala Signature Series (a collection of prints designed in collaboration with fashion designers, the first of whom was Sonya Battla). What helped further was global transmission to markets in India and the Gulf and philanthropic initiatives like Lala Lights Up Lives, which includes vocational training programs across the sub continent.

Lala Textiles has provided wardrobe for Mohib Mirza and Sanam Saeed, in their upcoming film Bachaana.