- How did the inception of Morri take place and what does it stand for?
Morri, the name itself comes from the idea behind creation. It is the essential acknowledgment of the silk moth, Bombyx Mori (origin: Latin), for its strive to present this world with one of the most heavenly fibers in the world.
The inception of Morri took place when Shad Mustafa, the CEO of Morri’s parent company, Textile Marketing Company, followed a vision of creating an international brand with local roots for the modern contemporary woman, having exposure of two decades in the textile chain.
- How do you individually and together contribute to Morri’s brand philosophy?
Shad Mustafa, CEO of TMC, is a graduate from Punjab University, Lahore with a Gold Medal in Marketing. He started his career early with taking work assignments during his studies and soon learned the technical side of the textile industry. He is known in the industry as the leader in innovation and creativity in Textile Supply Chain.
Amna Zaidi, Business head, is a graduate of University of London and pairs in bringing the new concepts, trends, cutting edge innovations in yarns and fabrications into fashion. She helps the Design Studio with her creativity and jest for perfection.
Hammad Sadiq, the Creative Head, is a Fashion Design graduate from Pakistan Institute of Fashion and Design (PIFD). He has showcased a talent collection at Sunsilk PFDC Fashion Week in 2014. His interest lies mainly in contemporary clothing but he has challenged himself to free eastern wear from the countless restrictions it has.
Together, the three of them combine their textile expertise and design aesthetics to build a unique brand model that contributes to the success of the brand.
- What is Morri’s creative inspiration behind its debut collection?
Morri, as a fashion brand is driven by global art and design, it is an amalgamation of our exquisite heritage and modern times. It promises a deeper sensibility of adoration for art, design and fashion. The Seven Steps to Baltiyul is based on the concept of a quest to the land of Baltiyul and witnessing, along the way, how, the tales of a woman’s heart, her devotion as a seeker and her enduring spirit unravels in time, how it all unfolds before her. Fundamentally, it is about how the present woman wills to take the seven steps to reach Baltiyul, in pursuit of personal beauty, quintessentially in search of herself.
- Describe the Morri Women and her style aesthetic?
Morri envisions a woman and her strive as priceless strength and splendor synonymous to the silk moth and its marvelous purpose.
Morri is the tribute to a woman to celebrate her beauty, purity, independence, confidence and elegance. Morri is today’s woman, she is unique and that is our promise.
- Walk us through some of your most cherished pieces of your recent collections?
One of our most cherished pieces is the one which depicts the idea of a woman emerging from a flock of heavenly birds amidst a bed of blossoms trailing into layers upon layers of feathers. We call this piece The Paradise Feather. It has a web of crystalized Art Nouveau cutwork going into moonlight embellished swallows. The hem of the jacket and skirt blend into trailing feathers all separately cut and placed in layers. It is one of those pieces that we thoroughly enjoyed creating.
- Do you plan to open a retail studio or stock at one of the multi label designer studios in Karachi?
We currently have a studio in Defence, Lahore. We are stocking at Ensemble Karachi and plan to expand our presence in the US and the Middle East in the near future.
- What is next in the pipeline for Morri?
Morri is currently coming up with a limited edition Eid collection. This will be followed by a bridal collection for the next quarter, targeting the wedding season.
- How has Morri impacted Pakistani fashion?
Morri has given a new model based on professional foundations of a corporate design house, rather than relying on traditional home grown fashion boutique or designer personality based brand. Furthermore, Morri has brought traditional conservative designs into modern contemporary styling.
- What about your brand/product sets you apart from your competitors?
The brand represents symbolic translation of canvas art onto the garment further enhanced by diversified techniques. There is a lot of emphasis on artwork and fusion cuts which is not very common in the market.
- What is Morri’s vision for the future?
We want to take this brand to a global front as a leading source of trends, fashion and apparel for the timeless elegance of a woman. Moreover, Morri wants to be known internationally as an authentic fashion house, having sales both locally and internationally.
View the MORRI PROFILE.