KARACHI: With customers around from morning till evening, Asim Jofa launched his premium lawn collection of the season on Friday evening.
Asim Jofa premium lawn collection features 12 designs in 24 colours. The designs were all intricate pieces of art, not floral but had the emblem of stylised jewellery imprinted on the lawn print.
Speaking to The Express Tribune, the diamond jewellery designer and now a lawn designer, Asim Jofa said, “It is not a lawn [collection]. It is an experience.” When asked what kind of experience, Jofa said, “My jewellery designs have been shifted into these pieces.”
Model and brand ambassador, Imaan Ali said, “It is a good product. I hope it wins [a good position in the public’s minds] during the lawn war this season.”
Furthering her statement, Ali said, “Everyone has the right to look good and designer lawn is giving everyone the opportunity to look good.”
Farrukh Mian, the project consultant of Asim Jofa, said, “Asim Jofa Collection is inspired by jewellery designs, the colours are vibrant and I believe they are reasonably priced as compared to the other designer lawns.”
Spotted at the event were Frieha Altaf of Catwalk Productions and VJ Anoushey Ashraf and model Iman Ali all dressed in Asim Jofa outfits.
The exhibition closes tonight at Dynasty.
Published in The Express Tribune, February 13th, 2011.