The write fit

Sitting next to high-fashion Western glossies like ELLE and Vogue is the success story of Libas. Each page of this high-end magazine 8212; found in stores like Selfridges or Harrods in London 8212; talks about Sehyr Saigol and her brand name Libas 8212; an internationally renowned collection popular in New York and London for nearly two decades.

It was 13 years ago that Saigol came upon the idea of producing a magazine. quot;There was a gap in the market 8212; Asians everywhere needed a magazine they could identify with,quot; says Saigol. So she took her idea and her fashion experience to W H Smith, one of UK8217;s largest news agency chains 8212; quot;they immediately said: Go ahead8217;quot; 8212; and the periodical Libas was born. Priced at Rs 150, the magazine boasts of international standards 8212; at national prices. Printed in the UK, Saigol gets the colour separation done in Lahore. So that quot;people here in Pakistan can afford my magazinequot;.

In India, the magazine is distributed by IBH and is snapped upas soon as it hits the stands. While the magazine looks at the lifestyle of people from the sub-continent both home and away 8212; covering the scene in Mumbai, Delhi, London, Lahore, Karachi and America 8212; its emphasis on fashion is the USP. However, Indians have to be content with just flipping the pages of Libas. Saigol8217;s fashion label is not available in India. quot;So many people have asked me to bring my collections here but I cannot due to trade restrictions,quot; says she. Saigol is convinced that Pakistani fashion would be big in India as their clothes are very different from what is available in the Indian market. quot;If trade ever opens you can bet that I will be the first to set shop here,quot; she says. And in anticipation of that day Saigol keeps in touch with the fashion and media business visiting India about four times a year.