Inaaya established just under a year ago, first grabbed our attention with their ethnic handmade threaded jewelry that was showcased at a London Gallery alongside other socially responsible brands such as Fashion Compassion at the Wander Lust Event. Feeha Jamshed modeled the label’s mystical hand embroidered earrings and mirror worked layered necklaces that can be worn with almost anything, for an esoteric shoot that appeared in Newsline Magazine. Since then Inaaya has grown into a beautiful young label that calls out to the realist bearing both a sense of identity and style.
Baraka by Inaaya featuring Feeha Jamshed, Photography: Emaan Rana for White Star, Makeup: N-Pro, Published in Newsline
Baraka featuring Feeha Jamshed, one thing’s for sure, Feeha can certainly model!
Feeha Jamshed modeling the 7-layer multi color Durri with silver accents
Their latest 2013 Kismet Collection available at leading multi-label stores, namely Ensemble and One in Karachi, FPL(Lahore) and L’Atelier (Lahore & Islamabad), is an ode to the simpler things in life, beautifully crafted with traditional Rilli motif patchwork kurtas and statement Ajrak and monochrome printed palazzos.
Kismet by Inaaya featuring Annie Ali Khan, Photography: Emaan Rana and Mallika Abbas, Hair: Nida Khan, Makeup: Anam Farooq Khan at Tariq Amin, Published in Instep
Monochrome Rilli with Ajrak pants
Through its efforts, Inaaya founded by Naushaba Brohi, aims to keep alive the ancients heritage crafts hidden away in the rural areas of our country similar to forgotten treasures. The label gives them a voice while at the same time affording us with innovative fashion alternatives. We are most excited to see more of their artisan savvy work going forward. We especially like the idea of a Rilli top and Ajrak pants paired together on a modern mood board.
Statement Chevron pants with a Rilli top
People often ask us about where they can find clean cut Rilli and Tukri ready-to-wear pieces, now you know! Get yours at any of the stores mentioned above based in Karachi, Lahore, and Islamabad. Select pieces are also available for purchase on their webstore.
Feature image: Feeha Jamshed models a Zenith Durri grand 7 layer, black hand-knotted thread necklace embellished with hand embroidery and mirror work. Photography: Emaan Rana
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