Lawn wars continue...

While Bonanza marks its debut, Sitara Premium Lawn teams up with designer Shamaeel to differentiate its collection.


Saadia Qamar February 26, 2011

KARACHI: Celebrities from fashion and television are not the only ones experimenting with lawn collections. This year, Bonanza, a retail store famous for cardigans, sweaters and menswear, has launched its designer lawn collection.

The brand entered the lawn war on February 25, as it introduced its designer series at Pearl Continental Hotel. Bonanza’s collection will be available in major cities of the country from tomorrow.

The designer series has 15 designs, each available in two colours schemes, making a variety of about 30 prints.

To endorse their newly launched lawn collection, Bonanza roped in Lollywood stars Meera and Reema.

Speaking to The Express Tribune, film star Meera, who donned Bonanza’s Mystic Royal Purple, said: “Why I support this brand is because of the best quality products it offers.” Talking about her current activities, she said: “I’m busy planning a Pakistani film, and I will shortly hold a press conference in Karachi.” About the Indian offers that she has been receiving from time to time, Meera said: “There are some Indian television channels that are offering work [in their programmes] but I still need to decide which channel to team up with.”

The event featured the  Installation Show of Bonanza Designer Series Lawn, in which four models wearing the outfits, designed by Ali Xeeshan, walked on the ramp. Film star Reema also graced the occasion. Talking to the guests, she said: “Bonanza is not only a renowned local name but it also has an international appeal. Six years back, I supported the brand when it launched its Winter Collection.” About her film, she said: “Details about it will be released after the cricket world cup.”

Spotted at the ceremony was also film star Laila.

While Bonanza just entered the lawn market, Sitara Premium Lawn collaborated with designer Shamaeel, bringing Shamaeel’s Luxury Lawn Collection 2011. The brand held a press briefing at Avari Towers on February 25.

The textile giant has been operating in Pakistan since 1959 and is best known for giving high quality products, particularly lawn.

Sharing the details with The Express Tribune, Director Sitara Chemicals, Haseeb Ahmed said: “Our focus has always been the product. We decided to collaborate with Shamaeel, with the hope that it’s going to be a finer product that we will be offering in the market.”

When asked why the brand opted for Shamaeel, Ahmed said: “You must review the history, when nobody in Pakistan offered designer lawn, way back in 1996-1997, Shamaeel was the first designer to set up this trend. She is a pioneer in designing lawn.”

For designer Shamaeel, it was an attempt to change lifestyles. She said: “What inspired me? It was that Shamaeel lifestyle should be in every house. [I teamed up with Sitara] to make it affordable and accessible. The reason why I chose to them was that doing lawn was just not enough. The inherent quality and intricate embroidery, which should not be limited to home wear but be an option for evening wear and for working women, too [was important].”

Furthering her statement, she said: “Why just couture, Why not pret? Affordability and convenience is what we opt for. Why do we need to wait in a queue, let Shamaeel be in ever house.”

Sharing her view of fashion and style, the designer said: “Fashion is a sociopolitical statement. It should be an economic statement too [and be affordable].”

Shamaeel’s Luxury Lawn Collection 2011 by Sitara Textile will be in the market from the first week of March. It has 16 designs and each available in two or three different colour schemes, making a variety of about 33.

Published in The Express Tribune, February  27th, 2011.

COMMENTS (1)

Azeem Shafique Baig | 10 years ago | Reply Saadia Qamar written well. . carry on ... ALLAH bless you . Always .......!
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