LAHORE: Renowned retail brand, Sapphire, which has recently undergone major changes with Mahgul Rashid and Kamiar Rokni replacing Khadija Shah, is all set to launch its latest Spring’18 collection with Mahira Khan as the brand’s new ambassador.
The decision to choose Mahira Khan as the face of the brand stems from Sapphire’s extended approach to reach out to the diversity that exists amongst Pakistan’s multidimensional and multi-faceted women. Being an internationally acclaimed actor, a single mother, working woman, daughter and icon, Mahira was a natural choice.
“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,” Mahira Khan said in a statement.
Sapphire’s Creative Director Mahgul Rashid on this development remarked: “For us, Mahira Khan resonates beautifully with the values of what it is we want to put out there: mindful work, for all women.”
This latest collection by the brand was captured by globally esteemed photographer Tom Parker, the photographer for Vogue, Architectural Digest and Conde Naste Traveller, in iconic, historic locations around Lahore.
Parker commented: “Sapphire has a new vision not only for their brand but also for high-street fashion in Pakistan. With 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.”