It’s so hard to find good western separates here in Pakistan – despite the fact you’ll often find a “Made in Pakistan” label in some of your favourite stores abroad. I envy friends and family abroad who have a host of fabulous high street fashion to choose – not just the ubiquitous Zara but more upmarket versions like Massimo Dutti and Uterque too. It’s all very well bugging them to be your personal shopper but I want the instant gratification of buying something today and wearing it tonight – and the opportunity to try something before buying it. Enter SALT by Ideas Pret.
The idea behind SALT is simple – quality western separates in stylish contemporary silhouettes at affordable price points. SALT’s first collection includes laid-back, wearable summer separates in chic styles that channel international trends. The neutral tones and understated prints of SALT’s range are perfect for mix-and matching for a sophisticated all year round look.
Although the shoot is fabulous, I stepped into store to take a closer look at the collection. As you’d expect from a brand like Ideas, the fabric and finishing is top-notch. The standard is easily comparable to the best high street brands abroad and the georgette tops are more Massimo than HnM in terms of quality. In a local market where affordability too often denotes shoddy finishing, it’s great to have a chic line at a good price point.
While the bulk of the Pakistani market will always be for kurtas, there are many stores catering to those of us who want western wear too. It’s great to have the likes of Mango and Next in Pakistan but heartening to see a brand with the reach and clout of Ideas bring fashion-forward, superior western separates to the market.
The gorgeous shoot has been styled by Samiya Ansari of Swear Upon Coco, showing how high street fashion can achieve that subtle hint of luxe.
Sharing the philosophy behind SALT, Mr. Ziad Bashir Executive Director of Ideas commented,
“Ideas is deeply committed to high quality, accessible fashion and SALT is a natural progression for the brand. It brings the quality and style of international brands within the reach of younger, fashion-conscious customers. Our state-of-the-art technology enables us to adhere to the highest standards without raising prices, while our talented design team interprets the best international trends. SALT makes wearable, chic western wear available to a wide customer base.”
The new range in now available in flagship Ideas stores around Pakistan – but since this is a limited edition range, be sure to grab them before they’re gone.