Karachi Diaries: Floyd by Smith

September 18, 2014 at 3:16 am | News Desk

The press surrounded the entrance to Zamzama mall. Inside, a welcome mat had been rolled out for a Scandinavian label, as Floyd by Smith, made its Pakistani debut. The collection on display featured a delectable mix of casual chic / formal wear paired with footwear & accessories. People seen milling around the tea bar, red carpet, and catwalk being prepped to showcase high street fashion admired the whimsical lines and elegant cuts used to adorn its edgy canvas.

The launch of the Norwegian flagship store was capped by a fashion presentation and the event organizers had made seating arrangements outside the shop allowing guests / curiosity seekers to cheer for the models from the sidelines. Not everyone could make it past the media blitz though, and hoped future openings would perhaps limit the number of invitees, or expand the venue to accommodate the incoming tide of fashion royalty.

The guest list included Angeline Malik (actress), Nadia Hussain (model), Ali Saleem (of Begum Nawazish fame), Nadya Mistry (designer), Nazneen Tariq Khan (jewellery designer) etc. Also present was Frieha Altaf – CEO Catwalk patiently fielding media queries while sporting a lovely Floyd dress.

Floyd was founded in the mid 1980’s and expands its reach to over 250 stores in Norway. It has been brought to Karachi courtesy of Nordic 1, and is owned by Mr. Shahid Malik.