5 designer heavyweights joining the lawn fever bandwagon

More designer heavyweights join bandwagon to unveil first-ever collections

KARACHI:

No matter what anyone says, lawn remains to be the most bankable medium for the Pakistani fashion industry. This is evident from the fact that every year, several  design heavyweights take the plunge into the lawn market with hopes of making the best of the frenzy.

This year seems to be no different. Several of them have taken up the challenge to perform to the bets of their knacks and unveil their 2016 lawn collections.

Shehla Chatoor

Having recently completed 20 years in the fashion circuit, Chatoor has joined forces with Shariq Textiles for her lawn debut. “I was approached by a number of mills in the past but I was always too busy with other projects. Bridals, trousseau, luxury pret and accessories were my priority. I’ve now decided to offer a taste of SHEHLA to the mass market,” she maintains. The market’s saturation makes little difference to the designer whose collection will be priced in accordance with what her competitors charge. “It is not just for working women but for all women. They can wear my lawn collection to work, corporate meetings and even lunches and dinners.” With work is still under way, the designer hopes to get a Bollywood face on board for the shoot.

Ali Xeeshan

Ali Xeeshan

This is not the first time Xeeshan has ventured into lawn. While he released a capsule collection for Shariq Textiles two years ago, he considers this his official lawn debut. “I didn’t have creative liberty with Shariq, because they have a certain pattern they follow. Now I’m taking care of everything from the shoot to the marketing ... I would call that [the previous experience] a trial run,” he mentions. Xeeshan has launched an imaginative lawn campaign in collaboration with WARDA ahead of the launch. A whiz when it comes to making a statement, he brought to life a stunning shoot with Abdullah Harris, featuring model Neha Rajput. “I have used desi elements inspired by our heritage. The colours are inspired by mustard and red chillies and will complement our skin tones.” Xeeshan’s collection will feature 12 prints in two colour variations. The prices will start off from Rs6,000 and go on to Rs,8000.

Mina Hasan

Mina Hasan

Also teaming up with Shariq Textiles, Hasan says, “As a brand, we are ripe to expand from our core of luxury pret and formals. We also feel the affordability of lawn will make Mina Hasan reach more women than it already does and that’s a very exciting prospect for us.” Hasan believes this is a good time for designers to foray into lawn. “Working women have little time and energy to waste on their clothes hence with the increase in the female workforce, the demand for lawn is also increasing,” she adds. Her collection will be priced at approximately Rs6,500 for each design. The line will feature versatile prints in summery hues, alongside delicate embroidery and embellishments. Model Rabia Butt has shot for the collection.

Nilofar Shahid

Nilofer Shahid

The veteran couturier replaced HSY as the designer for Ittehad Textiles this season. This is an interesting pairing because Shahid has never dabbled in anything less than rich, opulent couture before. “It’s challenging because it’s a different ball game but I’ve wanted to do it for a while and was waiting for the right opportunity,” she says. Shahid has always sought inspiration for her collections from historical and cultural elements. Her lawn showcase draws from all her previous collections which include Rembrandt, Khalil Jibran, Empress Noor Jehan, Princess Josephine and Old City of Lahore. While the designer has shot her lawn with Mehreen Syed and Ather Shahzad, one can see she’s used a softer colour palette, keeping in mind the scorching months ahead. Shahid’s upcoming range entails 12 prints, each in two colours. Releasing on March 13, the designs will be priced between Rs6,000 and Rs7,000.

Feeha Jamshed

Jamshed is designing Flitz Textiles’ lawn collection, replacing Ayesha Somaya. On her debut lawn collection, she says, “I studied lawn and found that everyone has something similar. I as a designer am very different so the process has been scary for me.” Her strength though, lies in the quirky, off-beat prints she creates for her eponymous label. “I am sticking to my own aesthetics with lawn and not just being different for the sake of being different.” She shares her prints will not have the conventional abstract graphics or floral designs but instead be origami-esque. Jamshed will unveil 10 prints in two colour variations, with the price tag falling between Rs6,000 and Rs7,000.  The collection will hit stores in mid-April. 

Published in The Express Tribune, March 7th, 2016.

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