Come Eid, local fashion puts its most glittery foot forward and business-savvy designers have extended their gilded feelers on to cyberspace. Quite a few of the festive line-ups filtering into the market are also available online, facilitating Eid and the iftar and sehri parties preceding it.

The Sania Maskatiya online store boasts Bar-i-Sagheer — a gorgeous mix of embroidery and print; Ayesha Hashwani’s web offerings feature the designer’s signature flowy elegance; Daaman has spun out understated sophistication with a fabulous Eid collection and the Maria B. e-store provides desi-funky options with the label’s fantastic Kashmir-inspired fashion week collection up for retail. The stock at Khaadi and Sana Safinaz — online as well as physically (in stores) — varies from extensive embroideries to chic minimalism, regular silhouettes to cutting-edge ones, buy whatever you please!

On the Facebook front, Shamaeel Ansari’s vibrant Tughra Vol. 4 stands out as do Nida Azwer’s traditionally beautiful lines. “It’s the future of retail,” observes Maria B., who is busy fulfilling orders internationally and nationwide just a few days before Eid.

As for multi-brand e-stores, Labels features, amongst a host of others, the Eid line-ups by Sanam Chaudhri and Maheen Karim. Textile brands have unstitched and stitched options available that sadly vary from the typically boring to the garish. With time, it is becoming quite apparent that textile bigwigs need to hire accomplished designers in order to push the envelope further rather than become run-of-the-mill.

Given varying religious beliefs, Eid line-ups are distinctly hedging certain boundaries. Dupattas feature quite often and there is a marked absence of figurines. The ever-reliable florals and geometrics are more apparent but this doesn’t necessarily have to spell out into hackneyed designs. There’s more to fashion — Eid or otherwise — than garish sequins, over-the-top bling and the run-of-the-mill flowy long shirt that just doesn’t stop being in demand. Make a statement and know what works — that’s a point to ponder for the avid Eid shopper as she heads out for actual or virtual shopping!

Published in Dawn, Sunday Magazine, July 20th, 2014