The Élan woman is unique: feminine, confident, strong, worldly yet connected to her roots, impeccably dressed yet comfortable in her skin, always feminine and very proud of it. The Élan woman is self-aware, talented, entrepreneur, homemaker, wife, mother, trendsetter, politically savvy, in touch with countless facets of humanity. Khadijah Shah, creator of Élan, is all that and more.
Khadijah, a mother of two boys, fourteen and thirteen, and one girl, four, is the founder and creative director of one of Pakistan’s leading high street and luxury fashion brands, Élan and Zaha. Strikingly attractive, impeccably dressed and meticulously accessorized, Khadijah is a style icon, whether in her own creations or in some international brand, elegant, glamorous, timeless. Coming from a family of women who believed in the power of clothing to be more than a wardrobe choice, Khadijah’s choice of profession despite an honors degree in International Relations from the London School of Economics was an organic next step. in his lifelong fascination with the creation of a specially crafted garment.
Élan spans nearly two decades. Beginning in 2004 with interactions with “her mother’s clientele in her parents’ garage” to a “makeshift studio,” Khadijah soon created Élan Facon, her “independent brand with a focus on bespoke haute couture that used a sense of unique use of color and a playful eye for detail to create signature styles that have been the mainstay of Élan’s popularity ever since.” From a store in Lahore to the launch of Élan Lawn in 2012, hugely popular for its vibrant colours, materials durable and detailed embroidered embellishments, to become one of Pakistan’s foremost designers with an international clientele, Khadija’s creative journey is expansive, innovative and dynamic, not one design, one cut, one stitch out of place.
Duchess of Cambridge Kate Middleton, Ayesha Omar, Rabia Chaudhary, Khadijah Shah with models (London 2017), Mahira Khan, Saba Qamar and Sarwat Ali (Cannes 2022).
Khadija’s extensive resume also includes her work with the Sapphire Group, one of Pakistan’s leading textile houses. Khadijah helped them establish “a retail brand to compete with the established mega-brands in Pakistan…bringing her usual drive and creative flair to the project, creating an identity, product plan and full launch plan for the brand.”
In 2018, Khadijah announced her Zaha trademark. Incorporating “international fashion trends and a strong understanding of the local, dynamic and contemporary market in terms of her brand image, Zaha’s target market was and is the confident and unconventional Pakistani woman.”
Multiple awards for Élan and Zaha from distinguished fashion platforms such as the International Pakistan Prestige Awards, Hum Style Awards and Lux Style Awards are a testament to the credibility and popularity of the brands in terms of their signature style and continued trust from buyers.
Elan’s “philosophy for both brands is anchored in the values of cutting-edge design, excellent quality, employee engagement and freedom of creative expression. Internationally recognized for his aesthetic savoir faire, Khadijah’s style statements are versatile, elegant and universal. Committed to promoting good taste and authentic fashion, the brands privilege portability and glamor as their guiding principles of expression.”
Says Khadijah, “Elan’s couture has been showcased by Swarovski International, the Aashini London Wedding Show and exclusive shows in Berlin, New York, Dubai and India. Major South Asian celebrities such as Mahira Khan, Alia Bhatt and Jaqueline Fernandez have dressed in bespoke creations from Élan. Artist Sarwat Gilani was in Élan couture at Pakistan’s first film representation at Cannes 2022. Élan regularly provides couture solutions to leading Indian high society personalities as well as Middle Eastern royalty such as the family Al-Thani of Qatar and Princess Lalla Salma of Morocco. It was a proud moment for Élan to dress HRH Catherine, Duchess of Cambridge, on an official visit to Pakistan. Echoing the iconic journey taken by Diana, Princess of Wales, the Duchess of Cambridge wore a monochrome Élan shalwar kameez that delighted her so much that she sent me a heartfelt thank you note.”
Khadija’s Élan creations are a celebration of femininity while accentuating the uniqueness and inner strength of the woman who wears them.
For Gulf News, I asked designer Khadijah Shah a few questions:
Mehr Tarar: Why clothes? Simple!
Khadijah Shah: Designing clothes was one of the main influences in my life. I was raised by my grandparents, and my grandmother was very glamorous and particular in the way she dressed. I spent a lot of time with her scouring fabric stores for rare finds and textiles. My mother inherited my Nani’s passion and went one step further by bringing together a team of artisans to create embellished and embroidered garments. She started out designing my grandmother’s looks for her formal engagements and state visits where she would be accompanying my grandfather, and then she became the go-to person for clothes in the circle of family and friends of hers. My Nani always had an internal tailor. I remember sitting for hours in her little workshop explaining her designs to him. Much of my own wardrobe as a child was designed by my grandmother and myself.
What is style for Khadija Shah?
I think style for me is rooted in elegance. I am attracted to classic fashion. Personal style is one of the external manifestations of who you are, clothing and accessories are a way of communicating it to people. I feel that one’s style should inspire confidence and a sense of ease. In other words, the way we style ourselves should complement who we are as a person and be in harmony with one’s personal aura, rather than dominate the spotlight, place it in some fashion category, and obscure one’s unique personality.
Is a perfect combination of a beautifully crafted couture piece and affordable clothing possible?
Haute couture, by its very definition, is a meticulous, value-added process of creating garments. True couture requires attention to detail, precision, and the highest quality materials, all assembled by human hands; its very essence lies in the costly process and it is impossible to make it affordable. The more ornate the haute couture garment, the more expensive it becomes. In Pakistan, the term haute couture is often misused to represent all kinds of garments that have not been made using any of the processes used in traditional haute couture tailoring. All formal or wedding wear is not haute couture; certain criteria of detail, quality, and accuracy must be met before being labeled as such.
Khadijah Shah, creator of Elan
Image Credit: Supplied
What distinguishes your brand Élan couture from the creations of other renowned designers from Pakistan?
Élan was one of the first luxury design houses in Pakistan with a focus on fusion clothing, blending tradition with modernity and Eastern and Western aesthetics. I chose to work with soft, pale color palettes typically associated with Western haute couture, straying away from the traditional flashy jeweled hues favored on the subcontinent. My cut lines assimilated eastern and western silhouettes, which was another first, and the quintessential élan embellishment was refined, crystalline and ethereal, moving away from the use of typical zardozi associated with Pakistani fashion design and craftsmanship style.
An Élan ensemble is instantly recognizable due to its completely different design ethos and embellishment technique that the brand is known for introducing to the subcontinent.
What do you think is the secret to the popularity of your Zaha business line?
Zaha’s design is her strongest facet. The modern Pakistani woman has an evolved sensibility and is in tune with global trends. Our customers want expertly designed oriental clothing that makes them stand out and is a little above the usual monotony. We are a design-focused label, constantly changing to interpret high-end concepts and ideas in fashion and make them available to our high street customer base. This focus on design and functionality draws the middle and upper class to the brand.
Zaha offers a full range of lines, from daywear to formal and bridal, as well as a seamless line, making it a one-stop shop that caters to the full set of needs of its customers.
How can the fashion industry become a major fund-generating entity in the regeneration of Pakistan’s economy?
The fashion industry is already a major fund-generating entity in Pakistan. By employing a large number of skilled labor and professional managers at all levels, the contribution to employment is immense. Fashion retail has exploded in the last decade, kicking off a huge wave of e-commerce within the country and catering to expats living abroad. Fashion demand is almost inelastic, largely enduring economic uncertainty and always keeping cash flowing through the economy. There is huge potential for export, and in the coming years we will see Pakistani brands expand to other parts of the world.
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Mehr Tarar is a writer and columnist, and a former opinion editor and TV presenter.
Source: gulfnews.com