The latest addition at Ittehad textile

Zeeba Lawn brings its first summer lawn collection reasonably priced at Rs1,275.

KARACHI:

Ittehad Textile Industries has come out with their designer collection of daily-wear lawn called Zeeba Lawn. The daily-wear designer summer lawn collection 2011 of Zeeba Lawn was launched at The Forum shopping mall in Karachi on March 11.

Baha Tanveer, a teenager wearing a pair of jeans and bright-coloured top, said: “The collection is awesome, the prints are nice and there isn’t a mark of embroidery on it.” Tanveer believes that lawn should be plain and simple, to be worn during the day to brighten up a hot summer day with comfort. Embellishment and embroidery is simply not her cup of tea.

Sharing the details with The Express Tribune, the project manager for Zeeba Lawn, Ali Nawaz, said: “We have one flat price of Rs1,275 for every piece. We are catering to the middle-class, more importantly to the working women and young students — all of whom can afford this price tag.”

Will Zeeba Lawn be able to create a place for itself in the lawn market where prices begin from Rs1,800? Nawaz says: “We have given the very reason of affordability to our middle-class, whom we are catering to. Our market base does not touch Rs1,800 because our target audience cannot afford this.” But with the target market being the middle class that hardly visits the Clifton area where the mall is located, isn’t the planning a little flawed? “We wanted to create an ambience and not sell in the market area, like other people who are exhibiting their lawn collections,” said Nawaz.

With as many as 20 prints, each available in different colour wayes, most of the designs are elegant floral prints. Talking about the high quality of their fabric, Nawaz said: “It’s a super luxury cotton, with extra long fibers. [We have used] Egyptian and American cotton which has been mixed with Pakistani hydrate cotton.”

The styling and stitching of the brand’s outfits have been done by Urooj Fahad, “This lawn is for daily wear, most definitely for the working woman” she told The Express Tribune. Veteran writer Fatima Suraiya Bajiya was also spotted at the launch. Praising the young team behind the brand, she said: “Our younger lot needs to be innovative.” Designed to attract the trendy woman belonging to the middle class, the collection featured a vibrant colour scheme, well suited to the summer season.

“Ittehad Group’s new venture Zeeba Lawn hopes to retain its followers who have for years accepted Crystal Lawn and Rangoli Lawn,” said Ali Nawaz.

Published in The Express Tribune, March 13^th, 2011.