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Tena Durrani uses the term 'Classic Progressive' to describe her design style, she designs for the modern Pakistani woman who would like to wear clothes that stay within classical traditional embroidery parameters but has french couture inclinations and flare. The Fashion Studio consistently updates their designs keeping up with the changing global fashion language. Their contemporary perspective on classic aesthetic is daring and risky as their clothes are an investment.
The fashion designer Tena Durrani started with aspirations of becoming an interior designer, she could not pursue her passion at the time and took up designing clothes from home at the recommendation of a relative. Her career took off from creating formal wear that brought together a classic traditional sensibility of craftsmanship with contemporary motifs and patterns.
AL Zohaib with its latest textile factory technology can create a large volume of flawless embroideries, digital printing and embellishments. They have a dedicated line for designers like Tena Durrani who then use AL Zohaib platform to execute and distribute their designs throughout Pakistan and to an international market. This allows Tena Durrani to focus on their formal and bridal wear while simultaneous catering to other segments of the marketing looking for mid-range clothing for semi-formal and partywear in unstitched suits. The Tena Durrani X Al Zohaib ‘Formals’ collection has 12 designs that are a symphony of colours using an embroidered organza composition.
They release a summer lawn collection of 23 prints with AL Zohaib that are regal and elegant focusing on the craftsmanship and embroidery patterns to create a bold and colourful 3-piece suit that can be worn on special occasions such as Eid. A summer lawn suit will typically have a printed lawn shirt, digitally printed silk dupatta, lawn sleeves, dyed trouser and digital printed border for daman and sleeves. Like other competitive luxury lawn collections, they offer appliqued embroidered pieces for the neckline and collar, along with embroidered bunches for the sleeves and trousers.
The Fashion studio works out of a dedicated space that has been created to take personalised appointments with women for bridals and formal wear. Clients are encouraged to share their vision for their bridal or formal clothing so that they can also actively design their clothes with the design experts incorporating their unique preferences into the designs. Tena Durrani has young designers who are hired to create artworks and motifs according to the client's needs. Special attention is giving to delivering personalised detailing so that the sampling process is highly satisfying for the client. There are many design favourites from Tena Durrani some of them include the cape style shirt made in neutral ivory and gold colour palette, the daring lehnga choli with soft embellishments or gold and red combinations, signature florals motifs with elegant pearl detailing and highly artisanal scalloped dupattas with fine gold threadwork.