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While all global markets run the risk of homogeneity, there is possibly no greater example of market saturation than our local fashion industry. Trends emerge, are commercialised, mass-produced and then replicated on a house-to-house, person-to-person level until everyone between age 5 and 55 look quite unfortunately alike.

In our bid to promote individuality this Eid, we have sifted long and thorough through our local fashion scene to focus on the works of designers who strive to maintain some element of exclusivity in their collections. This week we take a look at banker turned designer duo Eeman Ahmed and Farha Deeba's Andeem as we approach the last fashion quarter of 2012.

Despite Andeem's relatively recent addition to our local fashion scene, the virtual store has garnered quite a fan following on Facebook in the one and a half years that it has been up and running. Specialising in saris, their product line also features shalwar kameez sets, panjabis, kurtis, lehengas, custom-made dupattas (more on that later) and clutches. And in keeping with the current regional affinity for traditional saris, their collections make generous use of local materials such as katan, benarasi, silk, tussar and Muslin as well as net and chiffon to suit trendier preferences.


Andeem's colour palette is as diverse as it is vibrant, ranging from the muted tones of white, ivory, and beige to pastels such as powder blue, sea green and peach to the brighter, bolder options of hot pink and burning orange. Their range of embellishments include wide, contrast katan paars and aanchals on Muslin or silk saris, intricate zari and kundan work on borders and interestingly, dhapka-based zardosi work and pearls on many of their recent collections.

Because Eid-ul-Adha is the messier of the two Eids, wardrobe plans for the day will typically include casual or semi-casual clothes during the first half of the day, what with all the meat handling (stomach churn). But on a positive, temperatures promise to be slightly cooler this year, especially after sundown, and we can expect more than our usual share of dinner invites and timely barbeques. If you've been wise enough to pre-order an Andeem outfit a couple of weeks beforehand, this is the perfect opportunity to make up for the day-long compromise on glamour. Pair their gorgeous silks, katans and benarasis with string pearls or subtle gold jewellery for more formal events or dress down their chic nets and chiffons with minimalist make up and jewellery for casual Eid barbeques or dinners with friends and family.

If you feel slightly guilty about splurging on your wardrobe when you planned not to this Eid -- rest easy. This is a particularly astute time of year to invest in saris given the craziness that each Dhaka wedding season threatens to be. Accesorise well and Andeem saris can double over perfectly for weddings, engagements and anniversaries. Circling back to the issue of customising, Andeem also offers made-to-order bridal outfits including saris, lehengas, panjabis and dupattas for prospective brides and grooms as well as group outfits for mehendis and holuds.

Statistics show that ten in every ten girls in Dhaka dress the same. To be lucky number eleven, save yourself some panic and contact Andeem at andeem.online@gmail.com or visit their Facebook page at facebook.com/andeem.online. You can also call and set up a one-on-one appointment at +8801712288225 or +8801712106927.

By Subhi Shama
Photo: Sazzad Ibne Sayed
Model: Airin and Isha
Make up: Farzana Shakil
Wardrobe: Andeem


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