The colours of happiness

J. unveils latest lawn collection, ‘Har Rang Apna’

KARACHI: Taking a leaf out of the book of Pakistani truck artists, J. unveiled their latest offering, Volume I: Har Rang Apna on Thursday evening.

Talking to The Express Tribune, Haider Khan, the group’s brand manager, said, “The design philosophy for this collection is derived from the different colours of Pakistan.” Terming it a nationwide launch, Khan said the line is all about Pakistan’s internationally recognised truck art.

Almost an hour before the launch was to take place; the brand’s avid clientele had swarmed the colourful store’s entrance at Dolmen Mall Clifton, Karachi. With floral depictions in hues as diverse as parrot green, sun-kissed yellow and shocking pink, the collection comprises 200 designs for women and 50 for men.

While Umme Habiba was buying a two-piece suit for her brother, another customer, Rumina, was busy looking for the suit shown in the commercial that has gone viral over social media. “I am looking for it, but can’t seem to find it. In the video the suit looks perfect but I think it hasn’t as yet arrived at the store,” she speculated. While making sure everything is on track at the event, J. intern Areeba Asif said, “These designs are indeed very catchy and trendy with a smart fit.”

Anusha Asma is a doctor by profession. “I like what they have to offer. I visit the store at least once in three months to make sure I don’t miss out,” she said. “For now, I am looking for this yellow print ... so far that is all what I plan on buying today.”

The collection launch coincided with the launch of a perfume for women as well at the store called, J. Essence. Customer Rania Ayub was seemingly unaware of this. “I come to this store often. Their perfumes make up for a nice gift for a loved one.”

Published in The Express Tribune, February 6^th, 2016.

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