The trailblazer-duo of tinsel town: Urwa-Mawra announce UXM

From being the most loved VJs on television to being seasoned film & television actresses, Urwa and Mawra Hocane are one such dynamic-duo who leave no stone unturned to prove themselves ahead of their contemporaries. The dynamic-duo has announced a clothing and accessories label, UXM. By foraying into the retail business, Urwa-Mawra are the latest trailblazers in the tinsel town.

Encapsulating The Brand Value

Internationally many female celebrities have turned successful entrepreneurs in the retail businesses. As celebrities have a certain level of following, their fans aspire to be like them and adopt their lifestyles and characteristics, celebrities should encapsulate on that following and expand their commercial horizons.

It’s also a way of developing a brand value giving back something to the fans who invest so much of emotions and money on celebrities. The expansion could be in the clothing industry, cosmetic industry or even sports and institutes, Mawra & Urwa have cracked one label on these lines.

International Parallels

From Kylie Jenner’s Kylie Cosmetics to Rhea and Sonam Kapoor’s Rheson to Anushka Sharma’s NUSH to Sadaf Fawad Khan’s Silk By Fawad Khan, there are a few successful brand expansions into the retail world. Following in the footsteps of their contemporaries from the same industry, be it Hollywood, Bollywood or Lollywood; the Hocane sisters took to Instagram to announce the launch of their own high street label named UXM.

Hashtag And Idea

While the brand name translates to Urwa into Mawra, it is the hashtag #WhoCan which symbolizes who else can connect with the duo. Talking about the venture and the meaning behind the logo, the sisters explained UXM is basically an extension of their personalities, it is for all those girls who can dare to live life on their own terms yet effortlessly sync with the beautiful world around them.

Trailblazer duo

While their contemporaries such as Hania Amir & Ayesha Omar are foraying into the digital zone by making YouTube channels and building a connection with their fans, Urwa-Mawra have gone a mile ahead by personalizing their connection with their fans and audience by extending their personalities and favorite ornaments.

What The Brand Is Offering

An idea which has been in the works since two years, Urwa and Mawra’s passion project will be offering everything trendy and fashionable for women of all ages and sizes, be it a 10-year-old child or a 30-year-old woman. The brand’s unique selling point is that they would be providing the best quality fabric with distinctive cuts and colors at an affordable price. From collared and cotton shirts to denim to quirky jewelry and accessories; this local brand has everything to offer, and the best part about it all is that everything is manufactured in Pakistan.

The First Collection

The clothing line’s first collection is named White Wash and will primarily be focusing on white based outfits thrown in with other colors. With summer roaring and the temperatures rising, we think this is a sane decision on their part. For now, the products will be available on their website from the 2nd of July 2019.

On the work front, Mawra has wrapped up shooting for Aangan while Urwa is producing her first feature film, Tich Button which will be releasing soon.

We wish the dynamic-duo, Best of luck for UXM.

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I'm a graduate of Beaconhouse National University with a huge interest in fashion and makeup. I also love to write about anything and everything which is related to style. Love to travel and explore new places!

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