Nisha Lawn’s Summer Season II Collection is in stores now, quietly cementing the brand’s niche-market presence even without a major launch exhibition.
Naheed Nizami, a customer at Clifton’s Nisha outlet, found the collection “not only nice but very convenient for buyers”, because it doesn’t restrict the selection to “one-piece suits or three-piece outfits.”
This summer, the company has launched over 100 prints with two colour variations of each design. An average three-piece suit falls between Rs2,150 and Rs2,950.
Maheen Khan, a fashion designer and consultant for Nishat Textile Mills, enjoys working with the brand.
Lawn is summer fashion reawakening in Pakistan. For many decades, summer was a time when fashion went into hibernation along with all signs of social life — parties, balls and weddings. Today we are witnessing the successful union of textile mills and designers,” she said.
Khan, who also designs for her own Mint label, believes that Nisha Lawn offers customers the opportunity to “buy as little or as much as they want to create their own individual look.” Her design philosophy is based on the fact that “women are given the freedom to design their own ensemble”.
Lawn skipped the midseason exhibition because it didn’t seem necessary, according to Khan.
“We had more billboards and streamers than anyone else. Nisha is an established and strong brand with a loyal customer following and over 23 franchises across the nation,” said Khan. “Our first summer range was out in the second week of February. We had sold out before the onset of the first exhibition. Now our mid-season catalogues and prints are in the shops.”
Khan believes that there is a possibility of lawn becoming the future of pret wear. “The lawn boom is here to stay. I can’t wait to see a truly summer wedding, with the bride in a stunning lawn jora,” she said. She credited Nisha Lawn’s success to “fantastic quality, diverse designs and a dedicated and inspired team that works behind the scenes.”
Published in The Express Tribune, April 19th, 2011.
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