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Since its inception in 2014, SAPPHIRE has established a name for itself for offering affordable trend inspired collections. Over the years SAPPHIRE has expanded its collections to include menswear, kidswear, westernwear and non-apparel lines such as home and beauty. Fast forward to 2023 and SAPPHIRE is beginning a new chapter of its forever evolving story that starts with a rebranding. The brand has decided to adopt a contemporary yet timeless look for its new branding that modernises its perspective in offering a complete lifestyle to its customers and focusses on the ideals of modernism, quality and sustainability.

A vision for change

Fashion is such a dynamic market where new trends and customer shopping habits are constantly changing and new brands emerge, it is vital for existing brands to keep on evolving to stay relevant. SAPPHIRE’s rebranding not only keeps it relevant in this everchanging industry, it also reflects the brands adaptive character that allows it to be creative, progressive, and mindful.

The creation of a new identity

Although SAPPHIRE’s visual identity has not experienced drastic shifts over the years, the brand has gradually updated its look to a cleaner, letter-based logo before going through to this bolder rebranding exercise. Once known for its easily distinguishable bird ident, which also translated into its animal print apparel designs, SAPPHIRE has now transformed its identity to a minimalist bold font that has been designed to work with both feminine and masculine products.

The minimal and modern typeface was strategically selected to ensure that the brand stays relevant to the current trends, an attribute that is imperative for all pioneering fashion brands, but also something that will have longevity. As the first part of its forever evolving chapter, SAPPHIRE has introduced the next generation of its carrier bags that are made from 100% recycled and recyclable paper. These new bags, decorated in blooming florals and blue summer skies, symbolize the next step in SAPPHIRE’s commitment to reducing waste as they can be purchased for a nominal fee, proceeds of which will contribute to SAPPHIRE’s ongoing sustainability programme, where SAPPHIRE has already made huge strides, like repurposing fabric, investing in solar panels across stores, and reducing plastic usage.

Looking into the future

In an era where “less is more” and “minimalism is the name of the game,” the decision to adopt a more modern look is in complete alignment with the expectations of the modern-day customer, and it’s about time that brands recognize the need to change their viewpoint according to the demands of the customer, no matter which industry they belong to. SAPPHIRE’s new look, which it plans to strengthen over the course of the year, comes as a refreshing start to the new year, one that we expect many brands to follow. 

Hot Couple

Zendaya and Tom Holland are on our hot couple list this week!

Style Star

Kiran Malik sure knows how to rock any look. We love her style sense!

Paperazzi Picks

We’re obsessed with everything on duskcandlesco’s page. Check out their Instagram for the cutest scented candle collection.

Food

The Hungry Bare amazed us with their Bare Burger. Succulent beef, lots of cheese and in picketed in a soft brioche bun. A must-try for all the burger lovers out there!

On the playlist

As it was is on our playlist this week!

News

Inflation reaches 13.76pc in May, highest in over two years.

Summer Staple

These chunky leather sandals from Lama are a must have. Can be paired with almost every outfit for a quirky look!

Hot couple

Jennifer Lopez & Ben Affleck just got hitched and we couldn’t be any happier for them!

Style star

Alisha Adnan knows how to keep it simple yet sassy!

Food

The Jalapeño Pizza by The Pantry by Polo Lounge is our comfort food for sure. It will knock your socks off!

On the playlist

I ain’t worried by OneRepublic is a fun song that lifts up our spirits for sure!

Summer staple

These bright and fun co-ord sets from Inclusivitee Apparel are a must addition to your summer wardrobe. Can be style in so many ways!

Paperazzi Picks

This beautiful pair of polki earrings by Kiren Wahab would add a style statement to any look!

News

Monsoon rain spell has been hitting various parts of Pakistan. All concerned authorities have been warned and asked to take the necessary precautionary measures.

While women are always appreciated for their Eid looks, we also want to appreciate men who put their best foot forward this Eid-ul-Azha.

Yasser Dar donned an ivory shalwar kameez by Mohsin Naveed Ranjha. Love the fit!

Hashmi Ali creating art as always in a blue kurta with sunflowers on it. Cute!

Hussain Rehar kept it classy in all white paired with a brown peshawari chappal. Seems like white was a favourite amongst guys this Eid!

Another ivory look that we really like. Sachal Afzal looked dapper in that kurta!

Hassan Iqbal Rizvi looked radiant in a yellow kurta paired with white pyjama.

Tabesh Khoja looked super trendy in this monochrome fit!
Take cues from Yousaf Shahbaz how on to style a kurta unconventionally. This look is anything but basic!

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