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“Body Focus from Karachi.”
“Imrana entered the world of
fashion four years ago when she started using surplus fabric from her family's
warehouse, initially designing loose unconstructed daywear but since last
year the emphasis has shifted to strong tailored styles . . . Her designs
are simple experimenting with transparency and ornamentation. The fabrics
are all made to order and include textured cotton, soft chiffons and gleaming
satin . . . Her popularity is based on the wearability of her clothes designed
from a woman's point of view.”
- “Body Focus from Karachi.”
Libas International
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“Haute Nights.”
“Karachiites are
going to have an elegant alternative to party in this winter. Imrana Ahmed
of Body Focus has moved from her trademark casual daywear into a sleek,
streamlined evening collection. With her unerring instinct for understated
glamour, Imrana’s evening range is the epitome of subtle yet striking glitter
. . . Her debut into the exciting world of party wear is a successful blend
of minimal lines and high visual impact.”
- Ibrahim, Samina. “Haute
Nights.” Newsline November 1990.
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“Some Like it Cool.”
“Body Focus's Imrana Ahmed designs
clothes that embody the unstructured freedom of modern dress, the spirit
of contemporary fashion.”
- Haroon, Fahimeh Fifi. “Some
Like it Cool.”
The Herald
July 1990.
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“Wrapping
up Winter.”
“Warming up the fashion
scene this winter, however, is an alternative: a casual range of winter
cottons from Body Focus . . .' What I have tried to achieve is an international
look, both in colors and styles. A look that's equally at home here and
in the west. My fabrics are specially woven, dyed and printed each season,
so each collection is very carefully conceived and planned.' ”·
Ibrahim, Samina.
“Wrapping up Winter.”
Newsline
December 1989.
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