Lawn with a Shahjahan touch

Kamal comes together with Zara Shahjahan for lawn venture

LAHORE: After only a year of entering the market, textile brand So Kamal has not only made a name for itself as a leading lifestyle brand but also launched two lawn campaigns; last year they collaborated with Elan and this time, they brought on board Zara Shahjahan. Following a successful exhibition and fashion showcase in Karachi last week — where a Lahori designer was greatly appreciated by the entire fashion fraternity despite unrest in the city due to the Abbas Town blast — the launch of Kamal Lawn by Zara Shahjahan made its way to Lahore on International Women’s Day.

“I have drawn inspiration from the floral eastern tradition and vintage Persian aesthetic,” says Shahjahan. “We are introducing 15 distinct designs each in a two-colour variations with a diverse colour palette that ranges between pastels to berry tones.” The label’s official brand ambassador is the stunning model-actor Aamina Sheikh.

A customised design kit will accompany each print with multiple ways to get the outfit stitched. The latest fad on the block seems to be stitched lawn kurtas. Most designers feel that women on-the-go much rather prefer ready-made shirts since it’s hassle-free. Tailoured by So Kamal, the stitched lawn kurtas are priced at Rs3,000 and unstitched three-piece outfits at Rs4,000 to Rs5,000.

“I have always loved prints and I generally use them in my prêt collections,” continues Shahjahan. “This venture has been tough but rewarding, as I got to design my own prints and learn in the process about how minute details can make all the difference.”

The prints are quintessential Zara Shahjahan style; people will be able to tell from a mile away that the designer’s essence has been translated into her collection. With friends and family parading at the launch event adorning Kamal Lawn by Zara Shahjahan, other guests and buyers also had different ideas of how one outfit could be stitched in different ways.

The exhibition will open in Faisalabad on March 9 with Islamabad and Multan following close behind.

Published in The Express Tribune, March 11^th, 2013.                

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