More than merely a name in haute couture, Simply Beautiful represents the work of women artisans from villages in Pakistan. These painstakingly hand-made heirloom ensembles are individually created and hand decorated with sequins, beads, crystals and semi-precious stones. Muna Nana of Simply Beautiful calls them modern classics, saying that each one is an individual work of wearable art. "The outfits can take anything from two weeks to three months to create, so we can only make a limited number in a month. We try to keep each one different and unique in some way. That is why I say they are made to be passed down through the generations. This is also my way of trying to preserve and reinvent a traditional craft of our country, while at the same time trying to improve the financial status and self-esteem of the wonderful women who make these clothes by helping them to make a living without leaving their homes," says Muna.

        The Simply Beautiful range encompasses western and eastern styles, and sometimes a fusion of both. There are trousers and skirts, long and short dresses, traditional shalwar kameezes, ghagras, saris and even bridal ghararas, on order, made entirely in crochet. Prices range from an affordable 3000 rupees, up to the 30 plus bracket.  

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