March 15, 2014

Bebek Comes To Pakistan


After Florence, New York & Istanbul, Mishal Agha is back to Pakistan to launch the first Turkish brand “Bebek”. Bebek is a retail and online store brand that is set to take local fashion-markets by storm. 

Mishal Agha, the owner holds a Masters Degree in Fashion Buying from Florence, Italy and has worked at Stella McCartney in New York City. She is aided by her husband who is an established fast-fashion garment manufacturer in Istanbul, exporting his goods all over Europe.

With Bebek, this power-couple is adamant on bringing the idea of fast fashion retailing in Pakistan. Bebek targets the average woman who is aware of the static fashion trends, and doesn’t believe in spending a fortune on a particular designer outfit, when she can easily pick the trendiest of outfits at affordable prices. Bebek is aiming to bring Pakistan’s fashion Industry at pace with the European Markets with prices ranging from Rs 1000 – Rs 7500, in a collection that includes clothing, bags, belts and accessories.   

Their current collection encapsulates the spirit and color palate of Spring/Summer ’14. There is a wide range of crisp casual tops, statement making formal wear, a collection of body-skimming layers of long dresses and jumpsuits; all in monochrome whites, blacks, and sorbet shades of pinks, mints, bright yellows and denim blues. Accessories available at Bebek consist of chunky and bold necklaces, stately sculpted rings, funky belts and chic clutches.    

Bebek is targeting high-end retailing, where sturdiest wardrobe perennials can be picked and bought instantly. They will be exhibiting and stocking their latest collections at Labels (multi-designer store) and other stores across Pakistan. The collection will also be available at their online store where any item can be ordered directly and will be delivered to your doorsteps. Their online collections will be available for delivery across the globe, including Pakistan.

Bebek promises to push the envelope a bit further and offer a different yet practical retail collection keeping the eminent Turkish aesthetics in mind. European fast fashion moves at an extremely fast rate with trends and colours changing at least four times a year. The soul and spirit of these brands is in the frequency of their collections, some showing up to 12 full collections a year.

Bebek believes that there is a small but vibrant niche amongst Pakistani consumers who are ready to keep pace with fast changing European trends, and it promises to bring them up to speed through a new flash collection every fortnight that will be available for sale on their website shelves. Their aim is to make sure their customers find something new every time they visit their store.

In the growing fashion industry of Pakistan, Bebek is expected to offer a new dimension and take the relatively small western wear market by storm. Their launch exhibition is set to take place at Labels Store on 18th March 2014 from 11 am till 7 pm. 

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