Khaadi has been gaining popularity ever since its inception almost two decades ago. Thanks to its unique designs, it has been able to gain a strong and loyal customer base.
Recently, the retail player launched its new label, Chapter 2 in Islamabad and Lahore while simultaneously launching an online store, chapter2.com over the same time frame. The Islamabad launch event was well received and attracted a large chunk of the city’s audience comprising of celebrities, bloggers, and mainstream media.
Chapter 2 previously commenced operations in Karachi in August 2017 and opened its first store in Dolmen Mall Clifton, highlighting its unique store concept and a minimalistic collection directed towards a niche market comprising of customers who have a deep understanding of the hand-woven craft and value art.
The label focuses on hand woven fabric, a craft that is blended with the idea of urban fashion while at the same time incorporating a minimalistic approach towards design. This is also a design concept that Khaadi started its journey with and embarked upon a success story from there onwards. The color progression, composition, and unique contrasts of the modern day products are evidence enough to say that the product is from Chapter 2 even without looking at the description the product entails.
The label is a distinctive fashion statement, especially for women on the go who prefer a simple yet stylish attire and like to stand out from the crowd and break free from the commonly seen busy prints. The Chapter 2 label also gives working women an option of establishing a professional appearance of their own through a selection of monochromatic outfits. Their product line includes not just ladies apparel but also bags, shoes, and other accessories.
Islamabad’s store is spaciously designed over a space of 4,500 square feet and employs a very amiable staff comprising of 10 people. With everything arranged in a monochromatic black and white, and designing done astutely in geometric shapes by Sohail Abdullah, the ambiance and appeal are bound to make the customer stay and give a sci-fi feel of the next era.
